HUBUNGAN ANTARA PENONTON KHAYALAN (IMAGINARY AUDIENCE) DENGAN PEMBELIAN IMPULSIF (IMPULSIVE BUYING) PRODUK FASHION PADA REMAJA DI KOTA BANDUNG

Nazmi, Fauziani Dien (2016) HUBUNGAN ANTARA PENONTON KHAYALAN (IMAGINARY AUDIENCE) DENGAN PEMBELIAN IMPULSIF (IMPULSIVE BUYING) PRODUK FASHION PADA REMAJA DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk mengetahui gambaran penonton khayalan (imaginary audience), gambaran pembelian impulsif dan hubungan antara kedua variabel tersebut terhadap fashion pada remaja di Kota Bandung. Penelitian ini menggunakan pendekatan kuantitatif dengan metode korelasional. Subjek penelitian adalah sampel remaja berusia 18 hingga 21 tahun di Kota Bandung yaitu sebanyak 403 orang. Pengumpulan data dilakukan dengan metode kuesioner menggunakan instrumen imaginary audience serta instrumen impulsive buying tendency yang dikembangkan oleh peneliti. Hasil penelitian menunjukkan: a) sebagian besar remaja berusia 18 hingga 21 tahun di Kota Bandung memiliki tingkat penonton khayalan (imaginary audience) pada kategori sedang yaitu sebanyak 47%; b) sebagian besar remaja berusia 18 hingga 21 tahun di Kota Bandung memiliki tingkat pembelian impulsif pada kategori sedang yaitu sebanyak 45%; c) terdapat hubungan positif yang berada pada kategori rendah antara penonton khayalan (imaginary audience) dengan pembelian impulsif terhadap fashion pada remaja di Kota Bandung dengan koefisien korelasi pearson product moment sebesar 0.327. Saran bagi remaja yang memiliki tingkat pembelian impulsif yang tinggi untuk dapat melakukan pembelian fashion secara cerdas dan bijak dengan cara membuat daftar prioritas produk yang dibutuhkan terlebih dahulu serta dapat mengontrol diri untuk tidak membeli produk fashion yang tidak dibutuhkan. kata kunci: (penonton khayalan) imaginary audience, pembelian impulsif, remaja. This study aims to describe imaginary audience, impulsive buying fashion product and relations between the two variables on teenagers in Bandung. This study uses a quantitative approach to the correlation method. Subjects were samples of adolescents aged 18 to 21 years old in Bandung city as many as 403 people. The data collection was conducted by questionnaire using imaginary audience instruments and of impulsive buying tendencies instruments which developed by researchers. The results showed: a) the majority of adolescents aged 18 to 21 years old in Bandung city has a level of imaginary audience in the medium category as much as 47%; b) the majority of adolescents aged 18 to 21 years old in Bandung city has the impulsive buying rate in the medium category as much as 45%; c) there is a positive relationship in low category between imaginary audience and impulsive buying fashion product on teenagers in Bandung with pearson product moment correlation coefficient for 0327. Suggestions for adolescents who have high levels of impulsive buying to be able to purchase fashion intelligently and wisely by making a priority list of products required in advance and can control their self not to buy fashion products that are not needed. Keywords: imaginary audience, impulsive buying, adolescents.

Item Type: Skripsi,Tesis,Disertasi (S1)
Additional Information: No. Panggil : S PSI NAZ h-2016; Pembimbing : I. Sri Maslihah, II. Anastasia Wulandari
Uncontrolled Keywords: (penonton khayalan) imaginary audience, pembelian impulsif, remaja.
Subjects: B Philosophy. Psychology. Religion > BF Psychology
Divisions: Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User: Mrs. Neni Sumarni
Date Deposited: 27 Nov 2017 08:08
Last Modified: 27 Nov 2017 08:08
URI: http://repository.upi.edu/id/eprint/28175

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