HUBUNGAN SELF-ESTEEM DAN IMPULSIVE BUYING PADA MAHASISWA PENGGUNA FITUR PAYLATER DI ONLINE SHOP

Abstrak

Penelitian ini dilatarbelakangi oleh meningkatnya penggunaan fitur paylater pada platform online shop yang memberikan kemudahan transaksi, namun juga berpotensi mendorong perilaku impulsive buying pada mahasiswa. Salah satu faktor psikologis yang diduga memengaruhi perilaku tersebut adalah self-esteem. Penelitian ini bertujuan untuk mengetahui hubungan antara self-esteem dan impulsive buying pada mahasiswa pengguna fitur paylater di online shop. Penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional. Partisipan dalam penelitian ini berjumlah 100 mahasiswa aktif berusia 18–25 tahun di Indonesia yang menggunakan fitur paylater minimal satu kali dalam tiga bulan terakhir. Teknik sampling yang digunakan adalah non-probability sampling dengan metode snowball sampling. Data dikumpulkan menggunakan Rosenberg Self-Esteem Scale (RSES) yang telah diadaptasi ke dalam Bahasa Indonesia untuk mengukur self-esteem dan Impulsive Buying Tendency Scale (IBTS) yang telah diadaptasi ke dalam Bahasa Indonesia untuk mengukur impulsive buying. Analisis data dilakukan menggunakan korelasi Pearson Product Moment dengan bantuan SPSS versi 24. Hasil penelitian menunjukkan adanya hubungan negatif yang signifikan antara self-esteem dan impulsive buying (r = -0,220; p < 0,05). Hasil tersebut menunjukkan bahwa semakin tinggi self-esteem mahasiswa, maka kecenderungan impulsive buying semakin rendah, dan sebaliknya. Self-esteem memberikan sumbangan efektif sebesar 4,84% terhadap impulsive buying, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Temuan ini menunjukkan bahwa self-esteem berperan sebagai faktor internal yang bersifat protektif dengan kontribusi yang relatif kecil dalam mengurangi perilaku impulsive buying pada mahasiswa pengguna fitur paylater. Penelitian ini diharapkan dapat menjadi dasar bagi pengembangan edukasi pengelolaan keuangan dan penguatan aspek psikologis mahasiswa agar lebih bijak dalam menggunakan layanan kredit digital.

This study is motivated by the increasing use of the paylater feature in online shopping platforms, which provides convenience in transactions but also has the potential to encourage impulsive buying behavior among university students. One psychological factor that is assumed to influence this behavior is self-esteem. This study aims to examine the relationship between self-esteem and impulsive buying among students who use the paylater feature in online shopping platforms. This research employed a quantitative approach with a correlational design. The participants consisted of 100 active university students aged 18–25 years in Indonesia who had used the paylater feature at least once within the last three months. The sampling technique used was non-probability sampling with a snowball sampling method. Data were collected using the Rosenberg Self-Esteem Scale (RSES), which has been adapted into Indonesian, to measure self-esteem and the Impulsive Buying Tendency Scale (IBTS), which has also been adapted into Indonesian, to measure impulsive buying. Data analysis was conducted using the Pearson Product Moment correlation with the assistance of SPSS version 24. The results showed a significant negative relationship between self-esteem and impulsive buying (r = -0.220; p < 0.05). These findings indicate that higher levels of self-esteem are associated with lower tendencies of impulsive buying among students, and vice versa. Self-esteem contributed 4.84% to impulsive buying behavior, while the remaining variance was influenced by other factors beyond the scope of this study. These findings suggest that self-esteem functions as an internal protective factor with a relatively small contribution in reducing impulsive buying behavior among students who use paylater services. This study is expected to contribute to the development of financial education and psychological empowerment programs to encourage more responsible use of digital credit services among students.