Hubungan Antara Need For Uniqueness dengan Impulsive Buying Pada Individu Dewasa Awal di Surabaya. (The Relationship Between Need for Uniqueness and Impulsive Buying in Early Adults in Surabaya).

Tabo, Grace Mil Dua Ribu (2026) Hubungan Antara Need For Uniqueness dengan Impulsive Buying Pada Individu Dewasa Awal di Surabaya. (The Relationship Between Need for Uniqueness and Impulsive Buying in Early Adults in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Perilaku pembelian impulsif merupakan fenomena yang sering terjadi pada individu dewasa awal dan dipengaruhi oleh faktor psikologis internal, salah satunya need for uniqueness. Need for uniqueness adalah dorongan individu untuk menampilkan keunikan dan perbedaan diri melalui perilaku konsumsi. Penelitian ini bertujuan untuk mengetahui hubungan antara need for uniqueness dengan impulsive buying pada individu dewasa awal di Surabaya. Penelitian ini menggunakan pendekatan kuantitatif dengan desain korelasional. Partisipan sebanyak 115 individu dewasa awal berusia 20 sampai 40 tahun yang dipilih menggunakan teknik purposive sampling. Instrumen penelitian yang digunakan adalah Impulse Buying Tendency Scale dan Consumer Need for Uniqueness Scale. Analisis data dilakukan menggunakan korelasi Pearson Product Moment. Hasil penelitian menunjukkan adanya hubungan positif dan signifikan antara need for uniqueness dengan impulsive buying ditemukan nilai r = 0,384. Temuan ini menunjukkan bahwa semakin tinggi kebutuhan individu untuk tampil unik, semakin tinggi kecenderungan melakukan pembelian impulsif. Penelitian ini menegaskan peran need for uniqueness sebagai faktor psikologis yang berkontribusi terhadap perilaku pembelian impulsif pada individu dewasa awal. Individu dewasa awal perlu meningkatkan kontrol diri dan kesadaran konsumsi, dengan dukungan orang tua melalui pembentukan pola konsumsi rasional untuk mencegah impulsive buying.

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