Electronic Theses and Dissertation

Mahasiswi sebagai remaja akhir merupakan individu yang memiliki kecenderungan dalam melakukan impulsive buying atau pembelian secara spontan. Dalam melakukan pembelian mahasiswi masih mudah terpengaruh oleh lingkungan sehingga membeli barang-barang yang sedang popular dilingkungan sosialnya, hal ini berkaitan dengan self-monitoring tinggi yaitu selalu ingin menampilkan citra positif diri, serta berperilaku sesuai dengan informasi yang diterima dari lingkungannya. Penelitian ini bertujuan untuk mengetahui hubungan antara self monitoring dan impulsive buying produk kosmetik pada mahasiswi Unsyiah. Penelitian ini menggunakan pendekatan kuantitatif yang melibatkan 337 mahasiswi Unsyiah yang berusia 18-22 tahun, yang dipilih melalui teknik unrestricted self-selected survey. Pengumpulan data penelitian menggunakan revision of self-monitoring scale dan impulsive buying tendency. Data penelitian ini menggunakan korelasi Pearson. Hasil penelitian menunjukkan adanya hubungan yang positif dan signifikan antara self-monitoring dan impulsive buying produk kosmetik pada mahasiswi Unsyiah (r = 0,568 ; p = 0,000), artinya hipotesis penelitian diterima dan menunjukkan bahwa semakin tinggi self-monitoring maka akan semakin tinggi pula impulsive buying, dan begitu pula sebalikya. koefisien determinasi sebesar 0,322 yang menunjukkan bahwa self-monitoring memberikan kontribusi sebesar32,2% terhadap impulsive buying dan hasil kategorisasi menunjukkan bahwa self-monitoringdan impulsive buying produk kosmetik pada mahasiswi Unsyiah sama-sama berada pada kategorisasi tinggi.

Kata Kunci: Self-monitoring, impulsive buying, Produk kosmetik , mahasisw.

Female students as late teens are individuals who have the tendency to do impulsive buying or spontaneous buying. In making purchases, female students are easily influenced which made them buy items that are popular in their social environment. This is related to high self-monitoring, mostly due to the idea of always wanting to display a positive image of themselves, and behave in accordance with the information received from their environment. The aim of this study is to determine the relationship between self-monitoring and impulsive buying of cosmetic products for Unsyiah students. This study used a quantitative approach involving 337 Unsyiah female students aged 18-22 years, who were selected through the unrestricted self-selected survey technique. Collecting research data using a revision of self-monitoring scale and impulsive buying tendency. The statistical analysis of the research data used Pearson correlation. The results showed a positive and significant relationship between self-monitoring and impulsive buying of cosmetic products for Unsyiah students (r = 0.568; p = 0.000), meaning that the research hypothesis was accepted and showed that the higher the self-monitoring, the higher the impulsive buying, and vice versa. The coefficient of determination is 0.322 which indicates that self-monitoring contributes 32.2% to impulsive buying and the results of the categorization show that self-monitoring and impulsive buying of cosmetic products for Unsyiah students are both in high categorization.

Keywords: Self-monitoring, impulsive buying, cosmetic products, collage students.

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