The Effect of Social Exclusion on Among Student Impulsive Buying on the Shopee Platform Based on Theory of Planned Behavior
Pengaruh Pengucilan Sosial terhadap Impulsive Buying Mahasiswa pada Platform Shopee Berdasarkan Theory of Planned Behavior
DOI:
https://doi.org/10.21070/ups.9988Keywords:
Impulsive Buying, Social Exclusion, Mahasiswa, E-Commerce ShopeeAbstract
This study aims to determine the effect of social exclusion on the impulsive buying behavior of students who use the Shopee platform in Surabaya and Sidoarjo. The background of this study is based on the phenomenon of increasing impulsive buying behavior among students in online shopping, which is influenced by social exclusion. A correlational quantitative research approach was used. The research population consisted of Shopee users in Surabaya and Sidoarjo, with a sample 100 students obtained from the Lamesshow formula calculation and selected using accidental sampling. The scale used consisted of two scales, the Impulsive Buying Tendency Scale with reliability a=0.870 and the Social Exclusion Scale with reliability a=0.820. The results show that social exclusion has a significant effect on impulsive buying behavior with an F test of 25.477 and sig=0.000 and an R Square value of 0.206, indicating that social exclusion has a 20.6% effect on impulsive buying behavior.
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