MINAT MEMBELI DI MEDIA ONLINE DITINJAU DARI TIPE KEPRIBADIAN
DOI:
https://doi.org/10.22219/cognicia.v2i1.1845Abstract
Dewasa ini, banyak masyarakat yang menggunakan situs jejaring sosial yang tidak hanya dijadikan sebagai sarana komunikasi tetapi juga dijadikan sebagai sarana untuk melakukan pembelian suatu produk. Minat masyarakat pun berbeda-beda dalam melakukan pembelian, salah satunya di media online yang mengundang banyak perhatian, khususnya para mahasiswa. Kepribadian dapat menjadi variabel yang berguna dalam menganalisis minat membeli seseorang dalam pemilihan suatu produk. Tujuan dari penelitian ini adalah untuk menguji perbedaan minat membeli di media online ditinjau dari tipe kepribadian ekstrovert atau introvert. Metode pengambilan sampel menggunakan convenience sampling, dengan alat ukur berupa skala minat membeli dan skala Eysenck Personality Inventory (EPI). Jumlah subjek penelitian adalah 107 mahasiswa. Hasil penelitian menunjukkan bahwa terdapat perbedaan minat membeli di media online ditinjau dari tipe kepribadian dibuktikan dengan hasil uji Independent Sample T Test diperoleh nilai F sebesar 0.881 dengan p value 0.02 lebih kecil dari 0.05. Bahwa tipe kepribadian ekstrovert lebih berminat dalam membeli di media online (30.27%) dibandingkan dengan tipe kepribadian introvert (28.04%).Kata kunci: Minat membeli, tipe kepribadian
Today, many people who use social networking sites are not only used as a means of communication but also as a means to make a purchase of a product. Public interest was different in making a purchase, one of them in the online media is attracting more attention, especially the students. Personality variables may be useful in analyzing a person's interest in the selection of buying a product. The purpose of this research was to test the differences in interest in online media buying in the review of extrovert or introvert personality type. The sampling method using a convenience sampling, using a scales of buying interest and scale Eysenck’s Personality Inventory (EPI). The number of subjects ware 107 students. The results showed that there are differences in interest in online media buying in terms of personality types evidenced with Independent Sample T Test results, obtained F value of 5,259 with a 0.02 p value less than 0.05. Extrovert personality types showing interest in buying at online media (30.27%) in comparison with the introvert personality types (28.04 %).
Keyword: Interest in buying, personality types
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Published
2024-03-07
How to Cite
Rubianti, L. (2024). MINAT MEMBELI DI MEDIA ONLINE DITINJAU DARI TIPE KEPRIBADIAN. Cognicia, 2(1). https://doi.org/10.22219/cognicia.v2i1.1845
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