PENGARUH KECANDUAN INTERNET DAN MATERIALISME TERHADAP PERILAKU PEMBELIAN KOMPULSIF ONLINE
ABSTRACT: This study was
conducted to determine the effect of internet addiction and materialism on
online compulsive buying behavior. This
study is done by targeting Indonesian internet users. The number of samples are
80 respondent by using purposive
sampling method. The data was collected by distributing online questionnaires
using Likert scales 5 points to measure 16 indicators. The result of this study
indicate that internet addiction and materialism have a positive and
significant impact on online compulsive buying behavior. Based on research
results as much as someone spends their time on the internet as well as as
having a materialist mindset tend to have online compulsive buying behavior.
This phenomenon is an opportunity that can be utilized by marketers to design a
strategy that is able to encourage potential customers to be interested and buy
the offered products.
Kata kunci: kecanduan internet, materialisme, pembelian kompulsif online
Penulis: Kurnianingtias
Wulandari
Kode Jurnal: jpmanajemendd180048
