Dinamika Pendidikan 12 (2) (2017) 170-181 Dinamika Pendidikan

http://journal.unnes.ac.id/nju/index.php/dp

The Relationships Between Instagram Social Media Usage, Hedonic Shopping Motives and Financial Literacy on Impulse Buying

Asri Triwidisari, Ahmad Nurkhin, Muhsin

DOI: 10.15294/dp.v12i2.13565

Faculty of Economics, Universitas Negeri Semarang, Indonesia

History Article Abstract Received 12 October 2017 This research aims to determine the effect of using instagram social media and Approved 13 November 2017 hedonic shopping motives to impulse buying media and to know whether finan- Published 31 December 2017 cial literacy is able to moderate the influence of instagram social media use and hedonic shopping motives to impulse buying. This type of research is quantitative Keywords research. The population of this research was students of Accounting Economics Impulse Buying; Instagram Education Study Program of Economics Faculty of Universitas Negeri Semarang Social Media Usage; Hedonic (UNNES). The research sample was 110 students of class of 2013 which chosen by Shopping Motives; Financial Literacy using purposive sampling technique. The data was analyzed by using descriptive statistic, simple regression analysis, and interaction test (moderation). The result of the research shows that instagram social media usage and hedonic shopping mo- tives have positive and significant effect to students’ impulse buying. The result of regression analysis shows that financial literacy has negative and significant effect on impulse buying. Thus, financial literacy can moderate the influence of instagram social media usage to impulse buying. However, the other regressive result indicates that financial literacy is not able to moderate the influence of hedonic shopping motives on impulse buying.

How to Cite Triwidiasari, Asri, Nurkhin, A. (2017). The Relationships Between Instagram So- cial Media Usage, Hedonic Shopping Motives and Financial Literacy on Impulse Buying. Dinamika Pendidikan, 12(2), 170-181. © 2017 Universitas Negeri Semarang

 Correspondence Author: p-ISSN 1907-3720 Jl. Sekaran Raya, Sekaran, Gn. Pati, Kota Semarang, Jawa Tengah 50229 e-ISSN 2502-5074 E-mail: [email protected] Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181

INTRODUCTION of impulsive purchases, namely: (1) the urge to shop, (2) positive emotions, (3) shop sight- The continuously increasing economic seeing, (4) spending pleasure, (5) time availa- growth causes a wide range of businesses to bility, (6) money availability and (7) impulsive continue to grow and flourish in Indonesia. buying tendencies (Tjiptono, 2001:213). Im- The consumers’ desire to consume something pulse buying is an important issue in the field in modern life is already experiencing a loss of consumer behaviour and is a vitalconcept of relationship with actual needs. Problems in marketing activities, seeking leverage on arise, if people do not have enough strength increased consumerism. The initialresearch to control themselves to not always get af- on impulse buying has been defined as bu- fected with what is edvertised and promoted ying without planning, but newresearch has by companies. When this happens then there considered four characteristics that are as fol- will be consumptive behavior in each of them. lows:(1) Impulse buying occurs in response to Tiurma (2009) stated that the existence of a strong desire to purchase, (2) Impulse buying consumptive behavior is because society has is a conflict between demand and control, (3) a materialistic tendency, a great desire to have The intention for impulse buying takes pla- things without regard to their needs. A rese- ce faster than buying with thinking, (4) The- arch showed that as many as 58% of students re is less concern about the result of impulse have a high lifestyle (Berta, 2016). buying(Yi & Baumgartner, 2011). According to Bermen and Evans, most The result of preliminary observation consumers actually buy many unplanned pro- which was done in November 2016 by inter- ducts, where about 74% of all purchasing de- viewing 50 students from the class of 2013 of cisions are made in the store (Utami, 2010). Accounting Education Study Program, it was Those consumers who make impulsive pur- found that average expenditure for month- chases do not think to buy a particular product ly spending is Rp 800.000,00 and average of or brand. They make a purchase immediately other needs (internet quota) per month is less because of interest towards the brand or pro- from Rp. 200.000,00. Students sometimes feel duct right away.A good purchase is a planned deficient at the end of the month from the purchase where the decision on this purchase pocket money they receive per month. A total has been considered. One type of unplanned of 62% or 31 students admitted that some of purchases that often get attention is impulse the monthly expenditure is used to buy needs buying. It is suspected that the buying impulse other than for college, such as to channeling in the community is also present among the hobbies, shopping fashion products, culinary, students, as well as the class of 2013 students and internet quota. Then 78% or 39 students of Accounting Education Study Program of admitted that they often make purchases out- Universitas Negeri Semarang. side of what they previously planned on both Impulse buying is an emotional or im- fashion products and other products. The va- pulse-based decision (Schiffman & Kanuk, rious reasons underlying the purchase include 2007). Emotion can be very powerful and act being affected by existing promotions, affected as the basis of dominant purchasing motive. by a friend’s invitation, wanting to try somet- Impulsive purchases as unplanned purcha- hing new, being motivated to buy for someone ses which arise when a person feels a sudden else, etc. impulse that does not can be avoided (Solo- Consumers nowadays become more mon, 2004:408). Unplanned purchases types impulsive because of the existence of various according to London and Bitta are pure im- factors. Internet nowadays has become somet- pulse, suggestion impulse, reminder impulse, hing familiar to all circles of society. The ad- and planned impulse (Varenina, 2010). Beatty vancement of internet is characterized by the and Ferrel describe the scale of measurements phenomenon of instagram social media that

171 Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181 developed in the community, especially tee- to promote and provide some information to nagers currently is a part of the development instagram users, especially these online shop of the existing new media. Evident from the followers. search that the researchers have done about The shopping environment factors can the ownership of instagram social media ac- also lead to hedonic nature in consumers who counts by the students from the class of 2013 tend to buy without prioritizing the shopping of Accounting Education Study Program is as priority in accordance with the needs. Hedo- follows: nic shopping motive is the behavior of indivi- duals who perform excessive shopping activi- Tabel 1. Instagram social media accounts ties to meet their own satisfaction. The nature ownership data of the students of class of 2013 of hedonic shopping motive will be created by of Accounting Education Study Program shopping while getting around choosing pre- fered items, or by visiting some online shops Number of on web pages, instagram, fb, and tweeter. Cathegory Percentage Students She mentioned there are six factors of hedo- Own an instagram nic shopping motivations, namely: adventure 150 80,21% social media account shopping, social shopping, gratification shop- ping, idea shopping, role shopping, and value Does not own an shopping. instagram social 37 19,79% Financial literacy as a process to impro- media account ve the understanding of consumer or investor Source: Processed Data (2017) finances about financial concepts and pro- ducts, through information, instruction and or Table 1 shows that there are 80.21% or suggestions which students as well as society 150 students have instagram social media ac- or families, also perform daily economic acti- counts, and 19.79% or as many as 37 students vities including consumption. Students’ con- do not have instagram social media accounts. sumption behavior tends to be consumptive. This means proving that more than 75% of the This shows that it is important for students students of class of 2013 of Accounting Edu- to know about financial literacy so that they cation Study Program, Faculty of Economics, can make the right decision in their finances. Universitas Negeri Semarang has an Instag- There are times when financial difficulties are ram social media account and active as users not only caused by low income levels, but can with an average Instagram social media visit also be caused by mistakes in financial mana- of 100-300 times a month. gement, for which adequate financial literacy The emergence of instagram social is required. Research on financial literacy has media encourages sellers and distributors of a contradiction, especially in the influence of fashion and food to switch using Instagram as financial education variable towards financial an alternative in conducting e-commerce be- literacy (Thomas, 2016). Financial literacy cause it is considered effective and cheap. The can encourage changes in students’ behavior growing popularity of instagram as an appli- to a more positive direction in spending the cation used to share photos and videos has led money. In the process of management, it is many users to take a part in online business not easy to apply because there are some syste- to promote their products through instagram matic steps that must be followed. By knowing (Nisrina, 2015).. Based on the observations, the basics of financial management, then we it was found some online shop on instagram will know that everything must start with thin- who are also has a real shop. This phenome- king before taking acts (PISA, 2012). non shows that this instagram is not only used Lusardi, Mitchell, & Curto (2010) sta- to facilitate online transactions but also used ted that there are three things that affect the

172 Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181 ability of financial literacy, that are: (1) soci- in the Even Semester of 2017/2018. Sampling odemography, men are considered to have in this research is taken by purposive samp- higher financial literacy skills than women; ling technique. The criteria used are only stu- (2) family background, a mother’s education dents who use instagram social media used as in a family has a strong influence on financial a sample. Thus, it obtained a sample of 110 literacy; and (3) peer group, group or com- students. munity of people will affect financial literacy The variables in this research are impul- of both consumption patterns and the use of se buying behavior as dependent variable, use existing money. Some researchers have proved of instagram social media usage and hedonic that economic literacy can have a negative shopping motives as independent variable, and significant effect on consumptive behavior and financial literacy as moderator variable. (Nuraeni, 2015; Septiana, 2015). Impulse buying behavior is measured by using Based on the background that has been seven indicators, which are the urge to shop, mentioned above, the purpose of this study is positive emotions, shop sightseeing, spending to determine the effect of using instagram so- pleasure, time availability, money availability cial media and hedonic shopping motives in and impulsive buying tendencies. The variable partial way to impulse buying, and to know of instagram social media usage is measured whether financial literacy is able to moderate by two (2) indicators, which are the intensi- the influence of instagram social media use ty level and the usage importance level. The instagram and hedonic shopping motives to usage importance level includes information, impulse buying of the Students of Accoun- pleasure, communication, and transactions. ting Education Studies Program of Faculty of The variable of hedonic shopping motives is Economics, Universitas Negeri Semarang. measured by using six (6) indicators; adven- This study uses Skinner’s behaviorism ture shopping, social shopping, gratification theory, which said that behavior is a response shopping, idea shopping, role shopping, and or a person’s reaction to the stimulus from the value shopping. While the financial literacy outside (Notoatmodjo, 2007). Skinner defin- variable is measured by using four (4) indica- ed learning as a process of behavior change tors of personal finance general knowledge, (Rifa’i & Anni, 2009). Understanding indivi- savings and loans, insurance, and investment. dual behavior can be viewed from several ap- The data collecting mehod in this stu- proaches, namely psychoanalysis approach, dy is by using questionnaires. The question- behavioral approach and humanism approa- naire was developed from relevant previous ch. (Ferrinadewi, 2008) stated that on the ba- research results. The data were analyzed by sis of behavioral theory is a learning process descriptive analysis, simple regression analy- that occurs as a result of consumer responses sis, and interaction test analysis (moderated to external events. The behaviorism theory in regression analysis or MRA). The regression this study implies that in learning behavior equation used to test the moderator variable in there is a close relationship between the pro- this study is as follows: ducers’ behavioral reactions with consumers’ IB1= a+b1PMSI +b2FL +b3 PMSI*FL + stimulants. This theory is considered can exp- e lain students’ consumption behavior.

IB2= a+b1HSM +b2FL +b3 HSM*FL + e METHODS Information: The population in this research is the IB = Impulse Buying variable class of 2013 students of Accounting Educa- a = constanta tion Study Program of Faculty of Economics, b = regression coefficient State University of Semarang, who are active e = error

173 Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181

PMSI = Instagram Social Media Usage vari- average value. Meanwhile, the indicator of able impulse buying tendency has the lowest sco- HSM = Hedonic Shopping Motives variable re than other indicators. Table 4 shows that FL = Financial Literacy variable the importance of the instagram social media usage is the highest indicator among the ot- RESULTS AND DISCUSSION hers. This means that information displayed on instagram social media is very interesting Descriptive statistical results of research and able to tempt students to make purchases. variables are shown in table 2 below. Table 2 shows that impulse buying behavior variab- Table 3. Impulse Buying Variable per Indica- le has an average of 61,2901 and is included tor Descriptive in the medium category. The instagram so- cial media usage variable has an average of Indicator Average (%) Criteria 19,4818 and is included in the medium cate- gory. The average value of hedonic shopping Urge to shop 66,55 Medium motive variable is 48,3091 and is included in Positif emotions 71,18 Medium the medium category. And the average value Shop sightseeing 68,09 Medium of financial literacy variable is 34,9273 and is Spending pleasure 69,33 Medium included in medium category. Time availability 62,48 Medium Table 2. Research Variables Descriptive Sta- Money availability 59,21 Medium tistics Impulsive buying 57,64 Medium tendencies Std. De- Source: Processed Data (2017) Variable Min Max Mean viation Impulse 35 85 61,2091 8,61095 Tabel 4. Instagram Social Media Usage Vari- able per Indicator Descriptive Buying Instagram 12 29 19,4818 3,26991 Indicator Average (%) Criteria Social Media Intensity level 52,64 Low Usage Usage importance 71,09 Medium Hedonic 19 65 48,3091 7,76341 level Shopping Source: Processed Data (2017) Motives Financial 26 43 34,9273 3,81381 Table 5 shows that all indicators are in Literacy moderate category, but social shopping indi- Source: Processed Data (2017) cator have the lowest average among other indicators. This shows that students recognize The result of descriptive analysis shows that hedonic shopping motives arise from the that the variables of impulse buying, instag- desire to try new experiences, spend time with ram social media usage, hedonic shopping family, reduce stress, following fashion trends, motives and financial literacy are medium ca- buy for other people, and buy for a cheap pri- tegory. The results of descriptive analysis per ce. The gratification shopping indicator scores indicator of the research variables are shown the highest average value of any other indica- in table 3 to table 6. Table 3 shows that po- tor on the hedonic shopping motives variable. sitive emotions become indicators of impulse This means that students do impulse buying buying behavior variable that has the highest because of their view that shopping is an alter-

174 Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181 native to reduce stress, overcome bad mood, is normally distributed. The value of Kolmo- and shopping are problems that are often being gorov-Smirnov with impulse buying behavior faced. Table 6 shows that all indicators are in as the dependent variable is 0,524 and a sig. medium category. This shows that based from value of 0,946 which value is above 0.05. So these indicators, the financial literacies owned it can be said that the residual data with IB as by students of the class of 2013 of Accoun- the dependent variable is normally distributed. ting Education Study Program are enough. The multicollinearity test result also sho- However, the indicator of personal finance wed that there is no correlation between inde- general knowledge has the lowest percentage, pendent variables. Pearson correlation value which is 64.18%, which means that although between independent variables less 0.90 so it the students are said to have good financial li- can be said there is no multicollinearity on the teracy, but for their personal finance general regression model of the influence the use of knowledge is limited to 64.18% only. So it can instagram social media and hedonic shopping be concluded that the personal finance gene- motives against impulse buying with financial ral knowledge becomes the indicator that gets literacy as a moderator variable. The result of the lowest average value while the investment heteroscedasticity test using glejser test shows literacy is the highest indicator of the average that the significance value for instagram social value. media use variable is 0,528. This sig. value is greater than 0.05 so that it can be concluded Table 5. Hedonic Shopping Motives Variable that there is no heteroscedasticity in the first per Indicator Descriptive regression equation. Glejser test results with residual of impulse buying as dependent va- Indicator Average (%) Criteria riable can be seen that the value of significan- ce for hedonic shopping motives variable is Adventure shopping 65,94 Medium 0.571. This sig. value is greater than 0.05 so Social shopping 56,73 Medium that it can be concluded that there is no hete- Gratification shop- 72,64 Medium roscedasticity. ping Idea shopping 62,97 Medium Hypothesis Testing Result Role shopping 66,55 Medium The results of the first simple regression Value shopping 64,36 Medium analysis tested the effect of using instagram Source: Processed Data (2017) social media on impulse buying. It acquired the simple regression equation, IB = 39,764 + Tabel 6. Financial Literacy Variable per Indi- 1,101PMSI + e. This regression equation has cator Descriptive a constant significance of 39.764, which me- ans that before impulse buying is influenced Indicator Average (%) Criteria by the use of instagram social media, its value is amounted to 39.764. The regression coef- Personal finance 64,18 Medium ficient of the use of instagram social media general knowledge is amounted to 1.101 which means that eve- Savings and loans 72,42 Medium ry increase or raise in instagram social media Insurance 71,64 Medium usage variable by one unit, then will cause an Investment 72,73 Medium increase or rise on impulse buying by 1,101. Source: Processed Data (2017) Then the second simple regression ana- lysis tested the effect of hedonic shopping mo- The result of normality test by using tives on impulse buying. It obtained a simple One-Sample Kolmogorov-Smirnov test indi- regression equation, which is IB = 24,508 + cated that impulse buying behavior variable 0,760HSM + e. The definition of the regressi-

175 Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181 on equation has a constant meaning of 24,508, are shown in table 7 below. The result obtained means that before impulse buying is influen- is the equation of IB = -106,337 + 8,153 PMSI ced by the hedonic shopping motives factor, + 4,205 FL - 0,203 PMSI*FL. The regression its value is 24,508. The hedonic shopping mo- equation has a constant meaning of -106.337, tive regression coefficient is 0.760, means that means that before impulse buying is influen- every increase or raise in hedonic shopping ced by instagram social media usage factor, its motives variable by one unit then it will cause value is -106.337. The regression coefficient of an increase or rise in impulse buying by 0.760. instagram social media usage is 8,153 states Partial test or t statistical test is to show that every increase or raise of variable use of how far the influence of instagram social me- instagram social media usage by one unit, it dia usage variable and hedonic shopping moti- will cause impulse buying decrease as much as ves variable to impulse buying. If the result of 8,153. Financial literacy regression coefficient the SPSS calculation obtains the value of P- of 4,205 states that every increase or raise of value or sig. <0.05, it means reject H01 so that financial literacy by one unit, then impulse the independent variable is able to explain the buying will decreased by 4,205 unit. The in- dependent variable in the model. If the value teraction coefficient with probability signifi- of P-value or sig.> 0,05 it means accepts H01 cance of 0,004 and far below a 0,05 indicates so that the independent variable is unable to that financial literacy is a moderating variable. explain its dependent variable. If the indepen- This means financial literacy is able to mode- dent variable is unable to explain the depen- rate the influence of the instagram social me- dent variable. Partial hypothesis testing (t) to dia usage to impulse buying in the students of test the effect of instagram social media usage, class of 2013 of Accounting Education Study shows the result that it obtained t count as Program of Faculty of Economics, Universi- much as 4,782 with significance of 0,000. Be- tas Negeri Semarang. cause the significance value is far below 0.05, it can be stated that the use of social media Table 7. Instagram Social Media Usage and instagram have a positive and significant effect Financial Literacy Variable Interaction Test on students’ impulse buying. This means that Result there is a positive and significant influence on the instagram social media usage on impul- Variable Coefficient T Value Sig. se buying in the students of class of 2013 of Value Accounting Education Study Program of Fa- Constanta -106,337 -2,222 0,028 culty of Economics, Universitas Negeri Sema- Instagram 8,153 3,356 0,001 rang. The next hypothesis test obtained a re- sult that the value of t arithmetic is amounted Social Media to 9.769 with a significance of 0.000. Because Usage and the significance value is below 0.05, it can Financial 4,205 3,066 0,003 be stated that hedonic shopping motives affect Literacy the students’ impulse buying. This means that Interaction of -0,203 -2,917 0,004 there is a positive and significant influence of PMSI*FL hedonic shopping motives towards impulse Source: Research Data (2017) buying in the students of class of 2013 of Ac- counting Education Study Program of Faculty The result of moderator variable tes- of Economics, Universitas Negeri Semarang. ting on the second equation is shown in table The moderator variable testing in this 8. And it obtained regression equation IB = study is by using two regression equations 35,844 + 0,474HSM -0,323 FL + 0,008HSM * with the presence of interaction variable. The FL.The regression equation has a constant of results of the first regression equation testing 35,844, meaning that before impulse buying is

176 Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181 influenced by the factor of hedonic shopping appearance on the instagram and promotions motive, the value is 35,844. Regression coef- offered indicate the occurrence of purchases ficient of hedonic shopping motives is 0.474 without planned by students. This supports means that every increase or raise in instagram the findings of Khairunnisa (2014) which social media usage variable by one unit then shows that the variable of instagram social it will cause an increase or raise of impulse media usage in a partial way has an important buying by 0.474. The regression coefficient of role in improving students’ impulse buying, financial literacy is -0.323 which means that because their high frequency of using instag- every increase or raise of financial literacy by ram then automatically they will see the goods one unit, then impulse buying will decrease by in the online shop on their instagram and this -0,323 unit. The interaction coefficient with will lead to consumptive behavior. probability significance is 0.617 and far above a 0,05 it indicates that financial literacy is not Table 9. Summary of Hypothesis Testing Re- a moderator variable. Thus, financial literacy sults is not able to moderate the influence of he- donic shopping motives on impulse buying in Research Hypothesis Result the students of class of 2013 of Accounting Education Study Program of Faculty of Eco- Instagram social media usage has Accepted nomics, Universitas Negeri Semarang. positive and significant effect on im- pulse buying behavior Table 8. Hedonic Shopping and Financial Lit- Hedonic shopping motives has posi- Accepted eracy Variable Interaction Test Result tive and significant effect on impulse buying behavior Variable Coefficient T Value Sig. Financial literacy moderates the ef- Accepted Value fect of instagram social media us- Constant 35,844 1,344 0,182 age on impulse buying behavior Hedonic 0,474 0,834 0,406 Financial literacy moderates the ef- Rejected Shopping fect of hedonic shopping motives Motives on impulse buying behavior Financial -0,323 -0,422 0,674 Source: Processed Data (2017) Literacy The results of the research also support Interaksi 0,008 0,501 0,617 the results of research conducted by Hidaya- HSM*FL tun (2015). She found a positive and signifi- Source: Research Data (2017) cant influence between the intensity of social media usage to consumptive behavior. This The summary of hypothesis testing re- means that the higher the intensity of insta- sults can be seen in table 9. Only the fourth gram social media usage, the higher the con- hypothesis is unacceptable. This means that sumptive behavior. Easy access to the internet the financial literacy variable can not be a mo- either via wifi or mobile data allows students derator variable on the influence of hedonic to access various informations including the shopping motives on impulse buying behavior. desired product or service. Ease of e-commer- Based on the results of research, the ce systems encourages consumers to engage instagram social media usage proved to have a in impulse buying behavior. Attractive store positive and significant effect on the students’ displays both offline and online make consu- behavior of impulse buying. The instagram mers interested, as well as some promotions social media usage stimulates the occurrence offered such as discounts, giveaways, to spe- of impulse buying on the students. Interesting

177 Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181 cial price offerings make consumers more That is, the more the availability of money compelled to buy products offered. The insta- and time, then someone will tend to behave gram social media usage becomes a stimulus impulsively in purchases made. for the occurrence of impulse buying in stu- Dawson & Kim (2012) used impulse dents. Interesting appearance on instagram buying tendency variable that have similar and promotions offered indicate unplanned meanings to hedonic shopping motives. The purchases by the students. results showed that there is a positive correla- Based on the results of research, hedo- tion to online impulse buying. Similar results nic shopping motives proved to have a positive were obtained by previous researchers (Ban- and significant impact on students’ impulse dyopadhyay, 2016; Mohan, Sivakumaran, & buying. Hedonic shopping motives occur whi- Sharma, 2013; Nayebzadeh & Jalaly, 2014), le going around the store either directly or can that impulse buying tendency positively affects also visit some online shop sites that exist on impulse buying behavior. Chusniasari & Prija- social media. Shopping environment factors ti (2015) found results that hedonic shopping can also bring hedonic nature to consumers has a significant and positive influence on im- who tend to buy without prioritizing shopping pulse buying of Pointbreak priorities according to the needs. Scarpi (2006: ’s customers. Darma & Japarianto 7) argued that hedonic shopping illustrates the (2014) found out that hedonic shopping value value of a shopping experience that includes has a significant influence on ilmpulse buying fantasies, stimuli sensory, excitement, pleasu- of Mall ’s customers. re, curiosity, and delusion of joy. The exci- Setyaningrum, Arifin, & Yulianto (2016) also tement that comes from the consumers who proved that hedonic motives have a significant shop in a hedonic way, raises a behavior of and positive impact on impulse buying of Su- buying goods that are substantially not really perindo Supermarket Malang’s consumers. needed by consumers. Based on the results of the research, The results of this study are in accor- financial literacy is able to moderate the in- dance with the findings of some previous re- fluence of instagram social media usage to- searchers (Dey & Srivastava, 2017; Kosyu, wards students’ impulse buying. The connec- Hidayat, & Abdillah, 2014; Mardiati, 2015; tion with the use of social media instagram Tambuwun, 2016). Kosyu, Hidayat, & Abdil- is on utilization, as it is known that in the lah (2014) found significant effects of hedonic present era one can do e-commerce activities shopping motives on impulse buying. Mardia- wherever and whenever regardless of place ti (2015) showed that hedonic shopping moti- and time. But instagram social media usage ves variable in a partial way has an important cannot guarantee someone to have excessive role in improving students’ impulse buying. consumer behavior, because if they have pro- The greater the urge of hedonic shopping per financial literacy, it will affect the finan- motives, the greater the probability of impul- cial management in a positive manner, so as se buying in the students. Tambuwun (2016) to prevent excessive impulse buying behavior. obtained the same result that positively signifi- The students’ high level of financial fi- cant effect on impulse buying. This is because teracy can influence student’s saving behavior when someone shops in a hedonic way, then positively and significantly, so as to prevent (s)he will not consider the aspect of benefits excessive consumption (Sabri &Macdonald, so that the possibility of impulsive buying will 2010). It is supported by following research also be higher. Dey & Srivastava (2017) found (Imawati, Susilaningsih, & Ivada, 2013) that a positive influence of hedonic shopping mo- financial literacy is quite influential on teen tivation on impulse buying intentions. He also consumption behavior with negative signifi- found the moderating influence of the variab- cance, when financial literacy increases the le of money availability and time availability. consumer behavior will decrease. In overall,

178 Asri Triwidisari, Ahmad Nurkhin, & Muhsin / Dinamika Pendidikan 12 (2) (2017) 170-181 the research showed that the instagram social media usage cannot guarantee a person to CONCLUSION have excessive consumption behavior, becau- se if they have a good financial literacy will Based on the results of data analysis and affect the financial management in a positive hypothesis testing in this study, it can be drawn manner, so as to prevent excessive impulse bu- some conclusions. First, there is influence of ying behavior. instagram social media usage towards im- Based on the results of the research, fi- pulse buying in the students of class of 2013 nancial literacy is not able to moderate the in- of Accounting Education Study Program of fluence of hedonic shopping motives towards Faculty of Economics, Universitas Negeri Se- students’ impulse buying. Many factors can marang. Second, there is influence of hedonic drive hedonic shopping motives, such as the shopping motives to impulse buying in the stu- same product with low price, the desire to get dents of class of 2013 of Accounting Educa- the best product, and the availability of money tion Study Program of Faculty of Economics, and time to be able to do shopping activities. Universitas Negeri Semarang. Third, financial Accordingly, impulse buying can result from literacy is able to moderate the influence of the urge to shop, due to price discounts or instagram social media usage towards impulse other promotions; positive emotions, that by buying in the students of class of 2013 of Ac- shopping a person can relieve stress; looking counting Education Study Program of Faculty around the store, hedonic shopping motives of Economics, Universitas Negeri Semarang. can occur while going around the store so he- Fourth, financial literacy is unable to mode- donic shopping motives is definitely a positive rate the influence of hedonic shopping moti- effect on impulse buying; spending pleasure; ves towards impulse buying in the students of time availability; money availability; and im- class of 2013 of Accounting Education Study pulsive buying tendencies. Program of Faculty of Economics, Universi- People who have high financial literacy tas Negeri Semarang. have a tendency to make long-term financial The suggestion in this research is im- planning clearer and more specific so that it pulse buying can be minimized by giving new will affect their welfare in the future. As stated knowledge periodically to the student about by Lusardi et al (2010) stated that people with the importance of financial literacy in dai- low financial literacy tend to have problems ly financial management, so as to reduce the with debt and wealth collection, where debt impulse buying behavior among students. Stu- and wealth are related to the pattern of a per- dents need to apply the knowledge they have son in managing his finances. gained about financial management and un- This shows that financial literacy va- derstand the importance of the management, riable does not have an important role in the so that students are able to manage their finan- influence of hedonic shopping motives so it is ces wisely, by taking into account various con- not able to reduce or weaken the occurrence siderations related to using money. of students’ impulse buying. A good degree Rationalization of commiting existing of Financial Literacy does not guarantee that impulse buying can also be minimized by app- a person can avoid hedonic shopping motives lying the financial literacy knowledge in every- for impulse buying. Hedonic shopping moti- day life so that students can make a commit- ves arise from within a person resulting from ment that impulse buying cannot be justified environmental factors such as discounts, pro- for any reason. As for students, the ability of duct promotions, curiosity about new things, individuals can be minimized by raising awa- to follow trends, influences from friends, etc. reness of various forms of consumptive beha-

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