Hubungan antara Variety Seeking dengan Online Impulsive Buying pada Wanita yang Bekerja

Ivone Fortuna Achmar Ramsidar, Nurfitriany Fakhri, Nurfitriany Fakhri, Tri Sulastri, Tri Sulastri

Abstract


Tren berbelanja online dapat memicu terjadinya online impulsive buying karena produk lebih mudah dijangkau dan dapat dilakukan di mana saja. Salah satu faktor yang mempengaruhi online impulsive buying adalah faktor personal yaitu variety seeking karena timbulnya keinginan untuk mencari variasi. Penelitian ini bertujuan untuk mengetahui hubungan antara variety seeking dengan online impulsive buying pada wanita yang bekerja di Kota Makassar. Sampel berjumlah 102 responden yaitu wanita bekerja di Kota Makassar yang berusia minimal 15 tahun dan berbelanja online. Pengumpulan data dilakukan menggunakan dua instrumen penelitian yaitu skala variety seeking dan skala online impulsive buying. Uji hipotesis menggunakan analisis korelasi Spearman Rho. Hasil penelitian menunjukkan bahwa terdapat hubungan positif yang signifikan antara variety seeking dengan online impulsive buying pada wanita yang bekerja di Kota Makassar, r = 0,416 (p = 0,000).


Keywords


online impulsive buying, variety seeking, wanita bekerja

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DOI: https://doi.org/10.32487/jshp.v8i2.2126

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