SOCIAL SHOPPING, KONFORMITAS KONSUMEN  DAN PEMBELIAN IMPULSIF  PADA WANITA DEWASA AWAL LAJANG

Marcia Martha; Ajeng F. Citra

doi:10.35760/psi.2025.v18i1.389

Penulis

Marcia Martha Universitas Gunadarma Penulis
Ajeng F. Citra Universitas Gunadarma Penulis

DOI:

https://doi.org/10.35760/psi.2025.v18i1.389

Kata Kunci:

Konformitas konsumen, Pembelian impulsif, Social shopping, Wanita dewasa awal lajang

Abstrak

Pembelian impulsif merupakan salah satu fenomena perilaku konsumen yang cukup sering ditemukan pada berbagai kelompok masyarakat. Salah satu kelompok yang dianggap rentan melakukan pembelian impulsif adalah wanita dewasa awal yang telah bekerja dan memiliki sumber penghasilan sendiri, tetapi masih berstatus lajang atau belum menikah. Kondisi tersebut memberikan keleluasaan yang lebih besar dalam mengelola dan membelanjakan pendapatan yang dimiliki. Selain itu, faktor social shopping dan konformitas konsumen yang kerap melekat pada kehidupan sosial wanita dewasa awal diduga turut memengaruhi kecenderungan melakukan pembelian impulsif. Penelitian ini bertujuan untuk menguji secara empiris pengaruh social shopping dan konformitas konsumen terhadap pembelian impulsif pada wanita dewasa awal lajang. Sebanyak 118 wanita dewasa awal lajang berpartisipasi dalam penelitian ini. Hasil penelitian menunjukkan bahwa social shopping dan konformitas konsumen secara simultan berpengaruh terhadap pembelian impulsif. Temuan lebih lanjut mengungkapkan bahwa social shopping memiliki kontribusi yang lebih besar dalam memengaruhi pembelian impulsif dibandingkan konformitas konsumen pada kelompok partisipan tersebut.

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