Pengaruh Body Image terhadap Impulsive Buying pada Wanita Dewasa Awal Pengguna Beauty Products di masa Pandemi Covid-19

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh body image terhadap impulsive buying pada wanita dewasa awal pengguna beauty products dimasa pandemi di Kecamatan Medan Johor, Medan, Sumatera Utara. Metode penelitian ini menggunakan metode kuantitatif. Populasi dalam penelitian ini adalah wanita dewasa awal dengan rentang usia 20 sampai 40 tahun yang jumlahnya lebih kurang 7500an orang dengan kata lain tak terbatas/infinitif, dan sampel dalam penelitian ini adalah sebagian populasi yaitu berjumlah 230 orang, teknik pengambilan sampel dalam penelitian ini menggunakan teknik insidental sampling. Metode pengumpulan data dalam penelitian ini menggunakan Skala Body Image dan skala Impulsive Buying. Teknik analisis data menggunakan teknik analisis regresi linear sederhana, didapatkan hasil signifikan regresi p = 0,000 < 0,05, artinya ada pengaruh antara body image terhadap impulsive buying pada wanita dewasa awal di Kecamatan Medan Johor, dengan koefisien determinan (r2) sebesar 0,596 dengan sumbangsih sebesar 59,6%. Dengan kata lain, hipotesis diterima. Impulsive buying tergolong tinggi (mean empirik = 82,38< mean hipotetik = 67 dimana selisih nya lebih dari bilangan SD = 11,806), dan untuk body image tergolong rendah (mean empirik = 67,67 < mean hipotetik = 96 dimana selisih nya lebih dari bilang SD = 9,737). This research aims to analyze the effect of body image on impulsive buying in early adult women who use beauty products during the pandemic in Medan Johor District, Medan, North Sumatra. This research method uses quantitative methods. The population in this study were early adult women with an age range of 20 to 40 years, the number of which was approximately 7500 people, in other words called unlimited/infinitive, and the sample in this study is part of the population, which is 230 people, the sampling technique in this study used an accidental sampling technique. The data collection method in this study used the Body Image Scale and the Impulsive Buying Scale. Data analysis techniques used simple linear regression analysis techniques, obtained significant regression results p = 0.000 <0.05, meaning that there was an influence between body image on impulsive buying in early adult women in Medan Johor District, with a determinant coefficient (r2) of 0.596 with a contribution of 59.6%. In other words, the hypothesis is accepted. Impulsive buying is classified as high (empirical mean = 82.38 > hypothetical mean = 67 where the difference is more than SD = 11.806), and the body image is classified as low (empirical mean = 67.67 > hypothetical mean = 96 where the difference is more than SD =9.737).