Peran Harga Diskon dan Motivasi Belanja Hedonis Dalam Memediasi Pengaruh Literasi Keuangan Terhadap Perilaku Pembelian Impulsif Pada Pengguna Shopee Mahasiswa Pendidikan Ekonomi Unesa

Devi Pangestu Tining Tyah; Muhammad Abdul Ghofur

doi:10.31004/riggs.v4i2.1782

Authors

Devi Pangestu Tining Tyah Universitas Negeri Surabaya
Muhammad Abdul Ghofur Universitas Negeri Surabaya

DOI:

https://doi.org/10.31004/riggs.v4i2.1782

Keywords:

Harga Diskon, Literasi Keuangan, Motivasi Belanja Hedonis, Perilaku Pembelian Impulsif

Abstract

Perkembangan teknologi dan pesatnya pertumbuhan e-commerce telah mengubah pola konsumsi masyarakat, terutama di kalangan Generasi Z. Mahasiswa sebagai bagian dari generasi ini menunjukkan kecenderungan tinggi dalam melakukan pembelian impulsif, terutama ketika dihadapkan pada stimulus harga diskon dan dorongan belanja hedonis. Penelitian ini bertujuan untuk menguji pengaruh literasi keuangan terhadap perilaku pembelian impulsif, dengan harga diskon dan motivasi belanja hedonis sebagai variabel mediasi. Dalam penelitian ini, harga diskon dipahami bukan sebagai nilai nominal semata, melainkan sebagai persepsi mahasiswa. Menggunakan pendekatan kuantitatif dan metode Structural Equation Modeling (SEM) berbasis WarpPLS, penelitian ini melibatkan mahasiswa Program Studi Pendidikan Ekonomi Universitas Negeri Surabaya angkatan 2021 hingga 2023 yang merupakan pengguna aktif platform Shopee. Instrumen penelitian berupa kuesioner skala Likert yang telah diuji validitas dan reliabilitasnya. Hasil penelitian menunjukkan bahwa literasi keuangan tidak berpengaruh langsung secara signifikan terhadap perilaku pembelian impulsif. Namun, motivasi belanja hedonis terbukti menjadi variabel mediasi yang signifikan dalam memperkuat pengaruh literasi keuangan terhadap perilaku pembelian impulsif. Sementara itu, harga diskon tidak berperan sebagai mediator yang signifikan. Temuan ini menunjukkan bahwa meskipun mahasiswa memiliki tingkat literasi keuangan yang baik, mereka tetap dapat terdorong melakukan pembelian impulsif ketika dorongan emosional, seperti keinginan untuk memperoleh kesenangan atau memberikan penghargaan pada diri sendiri, muncul. Oleh karena itu, penting bagi mahasiswa untuk meningkatkan kesadaran dan kontrol diri dalam pengambilan keputusan finansial, terutama di tengah maraknya promosi dan kemudahan akses belanja online.

Downloads

Download data is not yet available.

References

A’yun, I. Q., Anggraini, L., Asmara, G. D., & Khoirunnisa, R. M. (2024). Analysis of the Development of E-Commerce Transactions in the 6 Highest Transaction Countries in Southeast Asia. Journal of Economics Research and Social Sciences, 8(2), 207–221. https://doi.org/10.18196/jerss.v8i2.22033

Aliwinoto, C., Hadianto, B., & Tjiptojodjo, K. I. (2024). The relationship between price discounts and impulsive purchase: The mediating role of positive emotions. Journal of Business and Economics Research, 5(2), 121–128. https://doi.org/10.47065/jbe.v5i2.5252

Alma, B. (2018). Manajemen Pemasaran dan Pemasran Jasa. Bandung: Alfabeta.

Ayuningtyas, M. F., & Irawan, A. (2021). the Influence of Financial Literacy on Bandung Generation Z Consumers Impulsive Buying Behavior With Self-Control As Mediating Variable. Advanced International Journal of Business, Entrepreneurship and SMEs, 3(9), 155–171. https://doi.org/10.35631/aijbes.39012

Balleyer, A. H., & Fennis, B. M. (2022). Hedonic Consumption in Times of Stress: Reaping the Emotional Benefits Without the Self-Regulatory Cost. Frontiers in Psychology, 13(May), 1–10. https://doi.org/10.3389/fpsyg.2022.685552

Barona, E. L. R., Arif, M., & Jufrizen, J. (2023). Pengaruh Price Discount dan Hedonic Shopping Motivation terhadap Impulse Buying Dimediasi Positive Emotion. Journal of Education, Humaniora and Social Sciences (JEHSS), 6(1), 485–495. https://doi.org/10.34007/jehss.v6i1.1906

Billore, S., Anisimova, T., & Vrontis, D. (2023). Self-regulation and goal-directed behavior: A systematic literature review, public policy recommendations, and research agenda. Journal of Business Research, 156(May 2022), 113435. https://doi.org/10.1016/j.jbusres.2022.113435

Chang, Y. W., Hsu, P. Y., Chen, J., Shiau, W. L., & Xu, N. (2023). Utilitarian and/or hedonic shopping – consumer motivation to purchase in smart stores. Industrial Management and Data Systems, 123(3), 821–842. https://doi.org/10.1108/IMDS-04-2022-0250

Choerudin, A., Zulfachry, Widyaswati, R., Warpindyastuti, L. D., Khasanah, J. S. N., Harto, B., Fauziah, N., Sohilauw, M. I., Nugroho, L., Suharsono, J., & Paramita, S. (2023). Literasi Keuangan. In Banking Journalist Academy (Issue June).

Demirağ, B., & Çavuşoğlu, S. (2020). Hedonik alışveriş özellikleri, özseverlik, kendi kendine hediye satın alma motivasyonları ve satın alma sonrası pişmanlık arasındaki ilişkinin incelenmesi. Eskişehir Osmangazi Üniversitesi Sosyal Bilimler Dergisi, 21(2), 473–498. https://doi.org/10.17494/ogusbd.Hedonik

Demmers, J., Weltevreden, J. W. J., & van Dolen, W. M. (2020). Consumer Engagement with Brand Posts on Social Media in Consecutive Stages of the Customer Journey. International Journal of Electronic Commerce, 24(1), 53–77. https://doi.org/10.1080/10864415.2019.1683701

Eedem, A., & Yilmas, E. S. (2021). Investigation of Hedonic Shopping Motivation Effective in Impulse Buying Behavior of Female Consumers on Instagram. Journal of Yaşar University, 16(64), 1605–1623. https://doi.org/10.19168/jyasar.892799

Erlei, A., Brenig, M., & Engelbrecht, N. (2024). Consumer Behavior under Benevolent Price Discrimination. April, 0–1. http://arxiv.org/abs/2404.03581

Faisal, M., Nabilah, K., Sadik, M. Z., Hassian, U. K., Abidin, M. I., & Ibrahim, K. (2020). Malaysian Gen Y and Impulsive Shopping Behavior? Roles of Hedonic Shopping Motivation. International Journal of Academic Research in Business and Social Sciences, 10(3), 281–291. https://doi.org/10.6007/ijarbss/v10-i3/7051

Fitrianti, D., Wibowo, F. D. J., & Ratnawati, T. (2024). PENGARUH LINGKUNGAN SOSIAL, STATUS EKONOMI, LITERASI KEUANGAN TERHADAP GAYA HIDUP PADA GENERASI Z DENGAN PRILAKU KONSUMSITIF SEBAGAI VARIABLE MODERASI. 3(6).

Grohmann, A. (2018). Financial literacy and financial behavior: Evidence from the emerging Asian middle class. Pacific Basin Finance Journal, 48(January), 129–143. https://doi.org/10.1016/j.pacfin.2018.01.007

Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.

Hong, L. M., Zulkiffli, W. F. W., Nawi, N. C., Md Radzi, S. N., & Redzuan, R. H. (2023). The Chronology of Impulse Buying Behaviour. Lecture Notes in Networks and Systems, 485(January), 363–374. https://doi.org/10.1007/978-3-031-08093-7_24

Islamiah Kamil, Ariani, M., Indra Ade Irawan, Sri Anjarwati, Yolifiandri, & Zulhawati. (2024). the Influence of Financial Literacy, Financial Capability, Digital Service Tax (Dst) and Lifestyle on Consumptive Behavior in Online Shopping Via the Tiktok Shop Platform. International Journal of Accounting, Management, Economics and Social Sciences (IJAMESC), 2(3), 878–889. https://doi.org/10.61990/ijamesc.v2i3.255

Juanim, J., Alghifari, E. S., & Setia, B. I. (2024). Exploring advertising stimulus, hedonic motives, and impulse buying behavior in Indonesia’s digital context: demographics implications. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2428779

Katauke, T., Fukuda, S., Khan, M. S. R., & Kadoya, Y. (2023). Financial Literacy and Impulsivity: Evidence from Japan. Sustainability (Switzerland), 15(9), 1–14. https://doi.org/10.3390/su15097267

Listyaningsih, E., & Launi, A. V. (2024). Pengaruh Harga, Diskon Shopee, Iklan Media, Dan Online Customer Review Terhadap Minat Beli Online Dengan Literasi Keuangan Digital Sebagai Variabel Moderasi Pada Marketplace Shopee. Jurnal Akuntansi, Keuangan, Perpajakan Dan Tata Kelola Perusahaan, 1(3), 213–228. https://doi.org/10.59407/jakpt.v1i3.603

MacKinnon, D. P., Lockwood, C. M., Hoffman, J. M., West, S. G., & Sheets, V. (2002). A comparison of methods to test mediation and other intervening variable effects. Psychological Methods, 7(1), 83–104. https://doi.org/10.1037/1082-989X.7.1.83

Marhumi. (2024). The influence of e-commerce on impulsive buying behavior in generation z in purwakarta city pengaruh e-commerce terhadap perilaku impulsive buying pada generasi z di kota purwakarta. 7, 7234–7246.

Najwa, N., & Pradana, M. (2025). The Influence of Promotions and Ease of Shopping on E-Commerce Application Customers. 23, 1919–1928.

Natividade, J. C. (2024). “ Just do it ”: Hedonic Shopping Motivations Predicting Consumer Behavior Beyond Personality. 42(2024), 1–17.

Nurohman, F., & Aziz, A. (2021). Impulse Buying dan Post Purchase Regret pada Mahasiswa. Intuisi : Jurnal Psikologi Ilmiah, 12(2), 155–165. https://doi.org/10.15294/intuisi.v12i2.28612

Sugiyono. (2020). Metodologi Penelitian Kuantitatif, Kualitatif dan R & D.

Sugiyono. (2021). Metode Penelitian Pendidikan. ALFABETA, CV.

Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. ALFABETA, CV.

Swiecka, B., Yeşildağ, E., Özen, E., & Grima, S. (2020). Financial literacy: The case of Poland. Sustainability (Switzerland), 12(2), 1–17. https://doi.org/10.3390/su12020700

Tan, P. J., & Bogomolova, S. (2016). A descriptive analysis of consumer’s price promotion literacy skills. International Journal of Retail and Distribution Management, 44(12), 1223–1244. https://doi.org/10.1108/IJRDM-08-2015-0104

Triwidisari, A., Nurkhin, A., & Muhsin, M. (2018). The Relationships Between Instagram Social Media Usage, Hedonic Shopping Motives and Financial Literacy on Impulse Buying. Dinamika Pendidikan, 12(2), 170–181. https://doi.org/10.15294/dp.v12i2.13565