Pengaruh Intensitas Penggunaan Media Sosial terhadap Impulse Buying

Authors

  • Lia Ni'matul Maula Universitas Negeri Semarang, Jawa Tengah, Indonesia
  • Laila Listiana Ulya Universitas Negeri Semarang, Jawa Tengah, Indonesia

DOI:

https://doi.org/10.38035/jemsi.v6i6.5856

Keywords:

Media Sosial, Impulse Buying, Perilaku Konsumen, Generasi Digital

Abstract

Media sosial yang semakin intensif mendorong terjadinya perubahan dalam pola perilaku konsumsi, termasuk kecenderungan untuk melakukan pembelian impulsif. Fenomena ini menjadi semakin signifikan di kalangan masyarakat digital yang rentan terhadap paparan konten promosi. Penelitian ini bertujuan untuk mengetahui pengaruh intensitas penggunaan media sosial terhadap impulse buying pada masyarakat digital di Indonesia. Penelitian ini menggunakan pendekatan kuantitatif korelasional dengan desain survei, melibatkan 288 responden yang dipilih melalui teknik purposive sampling. Instrumen yang digunakan terdiri dari dua skala, yaitu skala intensitas penggunaan media sosial dan skala impulse buying, yang keduanya telah diuji validitas dan reliabilitasnya. Analisis data dilakukan menggunakan uji korelasi Spearman dengan bantuan SPSS versi 31. Hasil penelitian menunjukkan adanya pengaruh positif yang signifikan antara intensitas penggunaan media sosial dan perilaku impulse buying. Semakin tinggi intensitas penggunaan media sosial, semakin besar kecenderungan individu untuk melakukan pembelian impulsif. Temuan ini diharapkan dapat memperkaya literatur psikologi konsumen dan memberikan kontribusi terhadap pengembangan teori consumer behavior di era digital.

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Published

2025-07-20

How to Cite

Maula, L. N., & Ulya, L. L. (2025). Pengaruh Intensitas Penggunaan Media Sosial terhadap Impulse Buying. Jurnal Ekonomi Manajemen Sistem Informasi, 6(6), 4027–4035. https://doi.org/10.38035/jemsi.v6i6.5856