HUBUNGAN ANTARA SELF-ESTEEM DAN BRAND ATTACHMENT DENGAN ONLINE COMPULSIVE BUYING TERHADAP KARYAWAN PENGGUNA SHOPEE PAYLATER

PUTRI, JEVIANA (2026) HUBUNGAN ANTARA SELF-ESTEEM DAN BRAND ATTACHMENT DENGAN ONLINE COMPULSIVE BUYING TERHADAP KARYAWAN PENGGUNA SHOPEE PAYLATER. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRACT The Relationship Between Self-Esteem and Brand Attachment with Online Compulsive Buying among Employees Using Shopee PayLater Author Putri Jeviana Shopee PayLater has become an increasingly prevalent phenomenon in the digital era, along with the growing convenience of online shopping, which has the potential to trigger online compulsive buying behavior. This study aims to analyze the influence of self esteem and brand attachment on online compulsive buying among employees who use Shopee PayLater. This research employs a quantitative approach using a survey method. The population of this study consists of employees who use Shopee PayLater, with a total of 450 respondents selected through purposive sampling. Data were collected through an online questionnaire and analyzed using Structural Equation Modeling based on Partial Least Square (SEM PLS) with the assistance of SmartPLS 4.0 software. The results indicate that self-esteem has a positive and significant effect on online compulsive buying, with a t-statistic value of 13.290 > t-table 1,96 and a p-value of 0.000 (< 0.05). In addition, brand attachment also has a positive and significant effect on online compulsive buying, with a t-statistic value of 10.545 > t-table 1,96 and a p-value of 0.000 (< 0.05). Simultaneously, self-esteem and brand attachment are proven to have a significant influence on online compulsive buying. The R-square value of 0.597 indicates that 59,7% of the variance in online compulsive buying behavior can be explained by self-esteem and brand attachment, while the remaining 40% is influenced by other variables outside the research model. The implications of this study suggest that internal psychological factors, namely dependence of self-esteem on external validation and emotional attachment to brands, play an important role in encouraging compulsive online purchasing behavior. Therefore, e-commerce companies and paylater service providers are expected to develop more responsible marketing strategies and provide financial literacy education to users in order to minimize the risk of online compulsive buying, particularly among employees. Keywords: Online Compulsive Buying, Self-Esteem, Brand Attachment, Shopee PayLate. ABSTRAK Hubungan Antara Self-Esteem Dan Brand Attachment Dengan Online Compulsive Buying terhadap Karyawan Pengguna Shopee Paylater Oleh: Putri Jeviana Shopee PayLater merupakan fenomena yang semakin marak pada era digital, seiring dengan meningkatnya kemudahan berbelanja daring yang berpotensi memicu perilaku online compulsive buying. Penelitian ini bertujuan untuk menganalisis pengaruh self-esteem dan brand attachment terhadap online compulsive buying pada karyawan pengguna Shopee PayLater. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi penelitian adalah karyawan pengguna Shopee PayLater, dengan teknik pengambilan sampel menggunakan purposive sampling dan jumlah responden sebanyak 450 orang. Pengumpulan data dilakukan melalui kuesioner daring, kemudian dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) dengan bantuan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa self-esteem berpengaruh positif dan signifikan terhadap online compulsive buying, dengan nilai t statistic sebesar 13.290 > t-table 1,96 dan p-value sebesar 0,000 (< 0,05). Selain itu, brand attachment juga berpengaruh positif dan signifikan terhadap online compulsive buying, dengan nilai t-statistic sebesar 10.545 > t-table 1,96 dan p-value sebesar 0,000 (< 0,05). Secara simultan, self esteem dan brand attachment terbukti memiliki pengaruh yang signifikan terhadap online compulsive buying. Nilai R-square sebesar 0,597 menunjukkan bahwa sebesar 59,7% variasi perilaku online compulsive buying dapat dijelaskan oleh variabel self-esteem dan brand attachment, sedangkan sisanya sebesar 40,3% dipengaruhi oleh variabel lain di luar model penelitian. Implikasi penelitian ini menunjukkan bahwa faktor psikologis internal berupa ketergantungan harga diri pada pengakuan eksternal serta keterikatan emosional terhadap merek memiliki peran penting dalam mendorong perilaku pembelian kompulsif secara daring. Oleh karena itu, perusahaan e-commerce dan penyedia layanan paylater diharapkan dapat mengembangkan strategi pemasaran yang lebih bertanggung jawab serta memberikan edukasi literasi keuangan kepada pengguna guna meminimalkan risiko terjadinya online compulsive buying, khususnya pada kalangan karyawan. Kata Kunci: Online Compusive Buying, Self-Esteem, Brand Attachment, Shopee Paylater.

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