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DITASARI, VALENTINA (2014)
Publisher: UAJY
Types: Article
Subjects: Pemasaran
Penelitian ini dilakukan untuk menguji pengaruh dimensi materialisme (materialism happiness, centrality, dan success) terhadap impulsive buying dan efeknya pada compulsive buying behavior. Penelitian ini menggunakan responden mahasiswa dan mahasiswi yang berada di beberapa Universitas di Yogyakarta sebagai obyek penelitian. Sampel pada penelitian ini adalah responden yang pernah dan cenderung sering melakukan pembelian atau berbelanja pakaian di Departement Store yang ada di Yogyakarta. Hasil analisis regresi mediasi diketahui bahwa impulsive buying memediasi sebagian hubungan kausal antara materialism centrality dan materialism success dengan compulsive buying. Hasil analisis regresi moderasi diketahui bahwa impulsive buying dan karakteristik konsumen memoderasi (memperkuat) pengaruh materialism centrality dan materialism success terhadap compulsive buying. Hasil analisis derajat penilaian perseptif konsumen juga memberikan dukungan pada hasil analisis regresi dimana konsumen memiliki penilaian yang cukup baik pada variabel materialism centrality, materialism success, impulsive buying dan compulsive buying dan baik pada variabel materialism happiness. Penilaian perseptif konsumen pada variabel materialism happiness, materialism centrality, materialism success, impulsive buying dan compulsive buying berbeda secara signifikan berdasarkan jenis kelamin, usia, pengeluaran perbulan, cara pembayaran, lama perjalanan, lama waktu belanja, intensitas kunjungan, dan penggunaan internet & sosial media.
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