Piero, Malvin (2018) Pengaruh Promosi Penjualan, Pembayaran Non Tunai, Lingkungan Sosial, Dan Kondisi Keuangan Terhadap Compulsive Buying: Kasus Pada Mahasiswa Di Surabaya. Undergraduate thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Kota Surabaya merupakan kota metropolitan terbesar kedua di Indonesia. Perilaku orang yang tinggal di Surabaya tentunya berbeda dengan masyarakat di kota lain, termasuk pada perilaku berbelanja yang dilakukan mahasiswa di Surabaya. Mahasiswa di Surabaya memiliki lebih banyak godaan untuk berperilaku negatif dalam berbelanja. Hal ini mendorong terjadinya sebuah penyimpangan dalam berbelanja. Perilaku tersebut tergolong dalam perilaku kompulsif (compulsive buying). Compulsive buying adalah perilaku belanja yang didasari oleh keinginan yang kuat, sehingga pelakunya kehilangan kesadaran dan tidak dapat mengontrol dirinya sendiri. Fenomena compulsive buying timbul karena konsumen tidak dapat mengontrol diri dalam berbelanja sehingga mereka melakukan belanja secara terus-menerus. Perilaku menyimpang ini dilakukan oleh berbagai kalangan, mulai dari rumah tangga hingga kalangan mahasiswa. Penelitian ini bertujuan untuk menganalisis pengaruh promosi penjualan, pembayaran non tunai, lingkungan sosial, dan kondisi keuangan terhadap compulsive buying mahasiswa di Surabaya. Metode yang digunakan dalam penelitian ini adalah deskriptif dengan desain multiple cross sectional. Pengambilan sampel dilakukan dengan metode convenience sampling, kemudian data dianalisis dengan Structural Equation Modeling dan CHAID analysis. Data berhasil dikumpulkan sejumlah 575 responden dengan menggunakan survey secara online. Hasil penelitian menunjukkan bahwa variabel promosi penjualan, pembayaran non tunai, dan kondisi keuangan berpengaruh positif terhadap perilaku kompulsif pada mahasiswa di Surabaya. Sedangkan lingkungan sosial tidak berpengaruh terhadap compulsive buying. Selain itu, ditemukan pula bahwa frekuensi ke pusat perbelanjaan dan jumlah pengeluaran per bulan mempengaruhi terjadinya compulsive buying. Terdapat 3 segmen mahasiswa yang berpotensi berperilaku kompulsif dalam berbelanja. Implikasi manajerial dari penelitian ini ditujukan pada mahasiswa sebagai konsumen agar dapat mengendalikan dan mengontrol dirinya agar tidak berperilaku kompulsif.
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Surabaya is the second largest metropolitan city in Indonesia. The behavior of people who living in Surabaya is different from people from other cities, including the shopping behavior of student in Surabaya. Students in Surabaya have more temptation to behave negatively in shopping. It encourages the occurrence of irregularities in shopping. Such behavior is classified as compulsive buying. Compulsive buying is a spending behavior based on a strong desire, that makes people loses consciousness and can not control themself. The phenomenon of compulsive buying emerge because consumers can not control themselves when shopping so they do shopping continously. This deviant behavior is done by various people, ranging from household to university students. This study aims to analyze the effect of sales promotion, cashless payment, social environment, and financial condition towards compulsive buying on university students in Surabaya. The method used in this research is descriptive analysis with multiple cross sectional design. Sampling was conducted by convenience sampling method, then the data were analyzed with Structural Equation Modeling and CHAID analysis. The survey succesfully collected 575 respondents by using online surveys. Result of this research conclude that sales promotion, cashless payment, and financial condition variables have a positive effect towards compulsive behavior on university students in Surabaya. In other hand, the social environment has no effect on compulsive buying. In addition, it was found that the frequency of visiting shopping center and the amount of monthly expenditure affected the occurrence of compulsive buying. There are 3 student segments that potentially behave compulsively in shopping. The managerial implication of this research is aimed at students as consumers in order to control themselves for not behaving compulsively.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | RSMB 658.834 2 Pie p-1 3100018074373 |
| Uncontrolled Keywords: | Compulsive buying, promosi penjualan, pembayaran non tunai, lingkungan sosial, kondisi keuangan |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Malvin Piero |
| Date Deposited: | 28 Feb 2018 04:21 |
| Last Modified: | 14 Jun 2020 01:04 |
| URI: | http://repository.its.ac.id/id/eprint/49540 |
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