Hubungan Pembelian Impulsif Dengan Penyesalan Pasca Pembelian Online Pada Mahasiswa Psikologi Universitas Medan Area

Abstract

This study aims to determine the relationship of impulsive buying with post purchase via online in university of medan area. The samples of this study are the term five students of Psychology in University of Medan Area. The number of samples used in this study is 73 out of 266 female students in the population. The data collection method is done by using purposive sampling technique. Impulsive buying was measured by using Impulsive Buying scale based on 26 valid items (α =0,842) while post purchase regret was measured by using Post Purchase Regret scale based on 28 valid items (α =0, 826). The results of this study show the correlation coefficient of rxy 0, 347 with the significance meaning p = 0,003 < 0,05. It shows that the hypothesis proposed by the researcher stating that there is a positive relationship between impulsive buying ands Post Purchase Regret is acceptable. The correlation coefficient value positively indicates that the direction of both variables’ relationship is positive, meaning the higher the impulsive buying, the higher the post purchase regret on female students. Impulsive buying effectively contributes 12,1% to Post purchase regret, and of it comes from other factors that were not examined in this research.