Pengaruh Kontrol Diri, Lingkungan Sebaya dan Konsep Diri terhadap perilaku Pembelian Impulsif Konsumen Melody Store

Abstract

Penelitian ini menginvestigasi pengaruh kontrol diri, lingkungan sebaya, dan konsep diri terhadap perilaku pembelian impulsif konsumen Toko Melody Store pada demografi mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Manado. Transformasi infrastruktur komersial yang pesat di kawasan urban telah memicu habitus belanja nir-rencana, sehingga menuntut telaah empiris mengenai determinan psikologis maupun sosial yang melatarbelakanginya. Melalui desain penelitian kuantitatif berbasis teknik purposive sampling, data empiris dihimpun dari seratus responden yang terkonfirmasi memiliki rekam jejak transaksi di lokasi observasi. Hasil pengujian statistik membeberkan realitas bahwa lingkungan sebaya memegang supremasi sebagai faktor dengan pengaruh positif yang paling dominan dan sangat signifikan. Kontrol diri secara empiris juga memancarkan signifikansi, namun menghadirkan anomali berupa korelasi positif yang merefleksikan terjadinya kelelahan regulasi akibat manipulasi atmosfer gerai. Di sisi lain, variabel konsep diri terbukti tidak menyuntikkan pengaruh berarti terhadap eskalasi impulsivitas, menandakan bahwa konstruksi identitas belum mampu membendung euforia konsumsi spontan. Secara simultan, ketiga variabel independen tersebut berkolaborasi meyakinkan dalam mendikte perilaku pembelian impulsif. Riset ini mengkristalkan konklusi bahwa tekanan konformitas dari sirkel pergaulan merupakan entitas utama yang meruntuhkan nalar rasionalitas mahasiswa, melampaui kapasitas pengendalian internal maupun evaluasi terkait citra diri.

This study investigates the influence of self-control, peer environment, and self-concept on impulsive buying behavior of Melody Store consumers in the demographic of students of the Faculty of Economics and Business, Manado State University. The rapid transformation of commercial infrastructure in urban areas has triggered unplanned shopping habits, thus demanding an empirical study of the psychological and social determinants behind it. Through a quantitative research design based on purposive sampling techniques, empirical data were collected from one hundred respondents who were confirmed to have transaction traces at the observation location. The results of statistical tests show that peer environment holds supremacy as a factor with the most dominant and highly significant positive influence. Self-control also empirically significance but presents an anomaly in the form of a positive correlation that reflects the occurrence of regulatory fatigue due to atmosphere manipulation. On the other hand, the self-concept variable is proven to have no significant influence on the escalation of impulsivity, indicating that identity construction has not been able to stem the euphoria of spontaneous consumption. Simultaneously, the three independent variables collaborate convincingly in dictating impulsive buying behavior. This research crystallizes the conclusion that conformity pressure from peer groups is the primary force undermining students' rational thinking, surpassing their internal control and self-image evaluation