Analisis Media Sosial dan Kemampuan Finansial Terhadap Impulsive Buying Mahasiswa
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Abstract
Impulsive buying di kalangan mahasiswa dewasa ini dipacu oleh keterbatasan dalam pengelolaan finansial, paparan penggunaan media sosial, meningkatnya penetrasi internet, dan ketersediaan platform e-commerce yang mudah diakses. Faktor-faktor teknis seperti kualitas aplikasi, kemudahan pembayaran digital, ulasan pengguna teknologi, promosi, dan tingkat kepercayaan juga semakin mempengaruhi pembelian impulsif. Penelitian ini mengkaji pengaruh media sosial dan kemampuan finansial terhadap impulsive buying mahasiswa STIE Wikara. Total 100 sampel diambil dari mahasiswa aktif menggunakan teknik purposive sampling dan dianalisis dengan SmartPLS 3.0. Hasil menunjukkan bahwa media sosial berpengaruh signifikan terhadap impulsive buying, sedangkan kemampuan finansial tidak berpengaruh signifikan terhadap impulsive buying. Secara simultan media sosial dan kemampuan finansial berpengaruh signifikan terhadap impulsive buying. Temuan ini memberikan rekomendasi pada kampus dan kebijakan pendukung untuk menerapkan program edukasi finansial yang dikombinasikan dengan pengelolaan lingkungan digital.
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References
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