PENGARUH LITERASI EKONOMI DAN KONTROL DIRI TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA MAHASISWA

Abstract

The COVID-19 pandemic, which was followed by technological developments, caused people to carry out all their activities at home, which was accompanied by an increase in the intensity of internet use. This gives rise to a new phenomenon called impulsive buying behavior. Based on these problems, researchers intend to find out how the picture of impulsive buying behavior is from the side of students who have economic literacy accompanied by self-control. This study aims to test whether there is an influence of economic literacy and self-control, as well as both on impulsive buying behavior in the marketplace in students of the Department of Social Studies Education UIN Malang. The population chosen was students of the Department of Social Studies Education UIN Malang class of 2018 which amounted to 151 and 110 samples were taken with the calculation of the Slovin formula. The instruments used are economic literacy tests and questionnaires to measure variables of self-control &impulsive buying behavior. Data analysis uses multiple linear regression analysis which was previously carried out validity &reliability tests, as well as classical assumption tests. The results of this study show that there is a significant negative influence of economic literacy on impulsive buying behavior in the marketplace in students, a significant negative influence of self-control on impulsive buying behavior in the marketplace in students, and there is a significant influence of economic literacy and self-control on impulsive buying behavior in the marketplace on students. The value of the coefficient of determination is known to be 30.6%. Abstrak Masa pandemi COVID-19 yang diikuti dengan perkembangan teknologi menyebabkan masyarakat melakukan segala aktivitasnya di rumah yang disertai meningkatnya intensitas penggunaan internet. Hal ini memunculkan suatu fenomena baru yang disebut dengan perilaku pembelian impulsif. Atas dasar permasalahan tersebut, peneliti bermaksud untuk mencari tahu bagaimana gambaran perilaku pembelian impulsif dari sisi mahasiswa yang mempunyai literasi ekonomi disertai kontrol diri. Penelitian ini bertujuan untuk menguji apakah terdapat pengaruh literasi ekonomi dan kontrol diri, serta keduanya terhadap perilaku pembelian impulsif di marketplace pada mahasiswa Jurusan Pendidikan IPS UIN Malang. Populasi yang dipilih yakni mahasiswa Jurusan Pendidikan IPS UIN Malang angkatan 2018 yang berjumlah 151 dan diambil sebanyak 110 sampel dengan perhitungan rumus Slovin. Instrumen yang dipakai berupa tes literasi ekonomi dan angket untuk mengukur variabel kontrol diri & perilaku pembelian impulsif. Analisis data memakai analisis regresi linear berganda yang sebelumnya dilakukan uji validitas & reliabilitas, serta uji asumsi klasik. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh signifikan negatif literasi ekonomi terhadap perilaku pembelian impulsif di marketplace pada mahasiswa, pengaruh signifikan negatif kontrol diri terhadap perilaku pembelian impulsif di marketplace pada mahasiswa, dan terdapat pengaruh signifikan literasi ekonomi dan kontrol diri terhadap perilaku pembelian impulsif di marketplace pada mahasiswa. Adapun nilai koefisien determinasi diketahui sebesar 30,6%.