Pembelian Online Pada Dewasa Awal: Peran Materialisme Terhadap Compulsive Buying Pada Kelompok Pekerja

Fany Riwanda, Eka Dian Aprilia

Abstract


This study aims to determine the relationship between materialism and compulsive buying in early adult workers who make online purchases. This research uses a quantitative approach with a correlational research type. The population in this study were individuals in early adulthood who made online purchases. The number of samples in this research was 300 respondents. The primary data in this study was obtained through a questionnaire distributed by a Google Form. The hypothesis in this study was tested using Pearson Product-Moment. Based on the research data results, it was found that there is a positive and significant relationship between materialism and compulsive buying. The correlation coefficient value of this research is r=0.506 with a significance value (p) of 0.000 (p<0.05). It means the relationship between materialism and compulsive buying in this study is in the medium category. Thus, it can be concluded that materialism does not fully contribute to increasing compulsive buying behavior in early adult workers who makes online purchases. However, the variable contributes quite significantly in influencing the emergence of compulsive buying behavior in individuals.

 

Penelitian ini bertujuan untuk mengetahui hubungan antara materialisme dan compulsive buying pada pekerja usia dewasa awal yang melakukan pembelian online. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian korelasional. Populasi dalam penelitian ini adalah individu usia dewasa awal yang melakukan pembelian online. Jumlah sampel dalam penelitian ini adalah sebanyak 300 responden. Data primer dalam penelitian ini diperoleh melalui kuesioner yang didistribusikan dalam bentuk Google Form. Hipotesis dalam penelitian ini diuji menggunakan Pearson Product-Moment. Berdasarkan hasil analisis data penelitian, ditemukan bahwa terdapat hubungan yang positif dan signifikan antara materialisme dan compulsive buying. Nilai koefisien korelasi penelitian ini adalah sebesar r=0,506 dengan nilai signifikansi (p) sebesar 0,000 (p<0,05), artinya kategori hubungan materialisme dan compulsive buying berada pada kategori sedang. Dengan demikian, dapat disimpulkan bahwa materialisme tidak sepenuhnya berkontribusi dalam meningkatkan perilaku compulsive buying pada pekerja usia dewasa awal dalam melakukan pembelian online. Namun, kontribusi variabelnya sudah cukup besar untuk memengaruhi kemunculan tindakan compulsive buying pada individu.


Keywords


Compulsive buying; materialisme; pekerja usia dewasa awal; pembelian online

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DOI: https://doi.org/10.24815/s-jpu.v7i2.37893

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