HUBUNGAN ANTARA MONEY ATTITUDE DENGAN IMPULSIVE BUYING TENDENCY MELALUI MATERIALISM SEBAGAI MEDIATOR
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Abstract
Abstract — Impulsive buying tendency is tendency to make unplanned buying activities. This activity is driven by cognitive aspects as indicated by the lack of planning in making purchases and affective aspects that emphasize emotional responses. The way individuals interpret money can cause impulsive buying tendency, especially if money interpreted by ownership of worldly things. This study aims to look the role of materialism as mediator between money attitude and impulsive buying tendency. This research used quantitative method. Respondents were 393 people. The sampling technique used purposive sampling with criteria; active bachelor student of Surabaya University, class of 2016-2019, aged 17-23 years. The scale used Money Attitude Scale from Yamauchi and Templer (1982), Impulsive Buying Tendency Scale from Verplanken and Herabadi (2001), and Materialism Value Scale from Richins and Dawson (1992). The results show there is a role for materialism as mediator between the two variables (B = 0.0787; SE = 0.0239; CI = 0.0373, 0.1299). It is known that individuals interpret money focused on spending without any purpose to impress others. This particularly apparent in purchase of accessories, clothing, food and drinks. Because consumers already know materialism can trigger impulsive buying tendency, consumers should be able to use their money wisely.
Keywords: money attitude, impulsive buying tendency
Abstrak— Impulsive buying tendency merupakan kecenderungan untuk melakukan aktivitas pembelian yang tidak terencana. Aktivitas ini didorong oleh aspek kognitif yang ditunjukkan dengan kurangnya perencanaan dalam melakukan pembelian serta aspek afektif yang menekankan pada respon emosional. Cara individu memaknai uang dapat menyebabkan kecenderungan impulsive buying, apalagi uang tersebut dimaknai dengan kepemilikan akan hal-hal duniawi. Penelitian ini bertujuan untuk melihat peranan materialisme dalam memediasi antara money attitude dengan impulsive buying tendency. Penelitian ini menggunakan metode kuantitatif. Jumlah responden yang didapatkan adalah 393 responden. Teknik pengambilan sampel menggunakan purposive sampling dengan kriteria; mahasiswa aktif S1 Universitas Surabaya, angkatan 2016-2019, berusia 17-23 tahun. Skala yang digunakan adalah Money Attitude Scale diadaptasi dari Yamauchi dan Templer (1982), Impulsive Buying Tendency Scale diadaptasi dari Verplanken dan Herabadi (2001), dan Materialism Value Scale diadaptasi dari Richins dan Dawson (1992). Hasil menunjukkan bahwa terdapat peranan materialism sebagai mediator dalam memediasi kedua variabel tersebut (B= 0.0787; SE= 0.0239; CI= 0.0373, 0.1299). Diketahui bahwa individu memaknai uang yang difokuskan pada pembelanjaan semata tanpa ada tujuan untuk memberikan kesan pada orang lain. Hal tersebut khususnya nampak pada pembelanjaan aksesoris, pakaian, makanan serta minuman. Dikarenakan konsumen sudah mengetahui materialisme dapat memicu terjadinya impulsive buying tendency maka seharusnya konsumen dapat menggunakan uangnya dengan bijak.
Kata kunci: money attitude, impulsive buying tendency
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