IMPULSIVE BUYING PADA GENERASI Z PENGGUNA PLATFORM MEDIA SOSIAL TIKTOK SHOP DITINJAU DARI SOCIAL MEDIA ENGAGEMENT DAN LOCUS OF CONTROL INTERNAL

Antika, Kencana Suri (2024) IMPULSIVE BUYING PADA GENERASI Z PENGGUNA PLATFORM MEDIA SOSIAL TIKTOK SHOP DITINJAU DARI SOCIAL MEDIA ENGAGEMENT DAN LOCUS OF CONTROL INTERNAL. Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Perilaku impulsive buying online merupakan suatu perilaku pembelian yang tidak rasional yang menyebabkan pembelian tidak terencana, dan diikuti dengan konflik antara pikiran dan dorongan emosional pada promosi suatu produk di e-commerce, atau sosial media. Perilaku impulsive buying dapat dipengaruhi oleh social media engagement dan locus of control internal. Tujuan penelitian ini adalah untuk mengetahui hubungan antara social media engagement dan locus of control internal dengan impulsive buying pada generasi Z pengguna media sosial TikTok dan pernah berbelanja online pada fitur TikTok Shop. Penelitian ini menggunakan metode kuantitatif dengan teknik sampling purposive sampiling dan diperoleh sampel sebanyak 121 subjek. Teknik pengumpulan data pada penelitian ini menggunakan Skala impulsive buying sebanyak 23 aitem (α = 0.982), skala social media engagement sebanyak 7 aitem (α = 0.964) dan skala locus of control internal sebanyak 5 aitem (α = 0.814). Teknik analisis menggunakan analisis regresi berganda, dengan software JASP Versi 0.18.0.0 for windows. Hasil penelitian ini rx1y =0.190 dengan nilai signifikansi p< 0,05 (p-value = 0.037) berarti ada hubungan positif antara social media engagement dengan impulsive buying. rx2 =-0.368 dengan p< 0,001 berarti ada hubungan negatif antara locus of control internal dengan impulsive buying. Nilai R sebesar 0.459 dan nilai F sebesar 15.708 dengan taraf signifikan p<0,001. Berdasarkan hal itu dapat disimpulkan bahwa ada hubungan antara social media engagement dan locus of control internal dengan impulsive buying. Dengan variabel social media engagement dan locus of control internal memberikan sumbangan efektif sebesar 21% sedangkan 79% lainnya dipengaruhi oleh faktor lain yang berada di luar penelitian ini. Kata kunci : Impulsive buying, Social media engagement, Locus of control internal, TikTok Shop, Generasi Z. ABSTRACT Online impulsive buying behavior is an irrational buying behavior that causes unplanned purchases, and is followed by a conflict between thoughts and emotional impulses when promoting a product on e-commerce or social media. Impulsive buying behavior can be influenced by social media engagement and internal locus of control. The aim of this research is to determine the relationship between social media engagement and internal locus of control with impulsive buying among generation Z users of TikTok social media and who have shopped online on the TikTok Shop feature. This research used quantitative methods with porposive sampling techniques and obtained a sample of 121 subjects. The data collection technique in this research used an impulsive buying scale of 23 items (α = 0.982), a social media engagement scale of 7 items (α = 0.964) and an internal locus of control scale of 5 items (a = 0.814). The analysis technique uses multiple regression analysis, with JASP software Version 0.18.0.0 for Windows. The results of this research are rx1y = 0.190 with a significance value of p < 0.05 (p-value = 0.037) meaning there is a positive relationship between social media engagement and impulsive buying. rx2 = -0.368 with p < 0.001 means there is a negative relationship between internal locus of control and impulsive buying. The R value is 0.459 and the F value is 15.708 with a significance level of p<0.001. Based on this, it can be concluded that there is a relationship between social media engagement and internal locus of control with impulsive buying. The social media engagement and internal locus of control variables provide an effective contribution of 21%, while the other 79% is influenced by other factors outside this research. Keywords: Impulsive buying, Social media engagement, Internal locus of control, TikTok Shop, Generation Z.

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