PENGARUH ELECTRONIC WORD OF MOUTH DAN SUBJECTIVE WELL-BEING TERHADAP ONLINE IMPULSIVE BUYING PADA KARYAWATI GENERASI Z

Wuri Handayani; Alimatus  Sahrah

doi:10.51878/paedagogy.v5i2.5771

Authors

Wuri Handayani Magister Psikologi, Universitas Mercu Buana Yogyakarta
Alimatus Sahrah Magister Psikologi, Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.51878/paedagogy.v5i2.5771

Keywords:

electronic word of mouth, subjective well-being, online impulsive buying

Abstract

This study aims to identify the factors influencing online impulsive buying amongst Generation Z female employees, using electronic word-of-mouth and subjective well-being. The subjects in this study were 384 female employees who fall into the Generation Z category. Purposive sampling was used as the sampling technique, with the age criteria ranging from 17 to 28 years. The data collection instruments used the Online Impulsive Buying scale, the Electronic Word-of-Mouth scale, and the Subjective Well-Being scale. The data analysis method used the simple linear regression to test the first and second hypotheses and the multiple linear regression to examine the third hypothesis. The results indicated that electronic word-of-mouth contributed 8.4% to online impulsive buying, with the remaining 91.6% influenced by other unobserved variables. The impact of subjective well-being on online impulsive buying was 7%, while the remaining 93% was influenced by other unobserved variables. Both electronic word-of-mouth and subjective well-being influenced online impulsive buying by 11.7%, while 88.3% was influenced by factors not involved in this study. These results suggest that the first, second, and third hypotheses are valid.

ABSTRAK
Penelitian ini bertujuan untuk mengungkap faktor apa saja yang mempengaruhi online impulsive buying pada karyawati generasi Z ditinjau dari electronic word of mouth dan subjective well-being. Subjek dalam penelitian ini terdiri dari karyawati yang masuk dalam kategori generasi Z sebanyak 384 orang. Teknik sampling yang digunakan adalah purposive sampling dengan kriteria usia berkisar 17-28 tahun. Alat pengumpul data yang digunakan adalah skala online impulsive buying, skala electronic word of mouth, dan skala subjective well-being. Metode analisis data yang digunakan untuk menguji hipotesis pertama dan kedua adalah dengan menerapkan uji regresi linear sederhana dan uji regresi linear berganda untuk menguji hipotesis ketiga. Hasil menunjukkan bahwa sumbangan electronic word of mouth terhadap online impulsive buying sebesar 8,4% dan sisanya sebesar 91,6% dipengaruhi oleh variabel lain yang tidak diteliti. Kontribusi subjective well-being terhadap online impulsive buying sebesar 7% dan sisanya 93% dipengaruhi oleh variabel lain yang tidak diteliti. Electronic word of mouth dan subjective well-being berpengaruh pada online impulsive buying sebesar 11,7%, sedang 88,3% dipengaruhi oleh faktor lain yang tidak dilibatkan dalam penelitian ini. Hal ini menunjukkan hipotesis pertama, kedua, dan ketiga diterima.

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