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Author: Arif Wibowo Setyabudi Indartono Figure 1 Model of Research
3.0. METHOD
This study sample was generating by simple random sampling of Carrefour Hyper markets’
customers. The result of data collection shows that 1101 respondents out of 1500 completed the survey, therefore representing an overall 73.4 response rate. The average age for respondents
was approximately 24 years old and 9.1 of the respondents were married. 23.6 respondents held a graduate degree and 34 of respondents were male, while 44.6 of them earn less than 4
million rupiahs a month.
3.1. Measurement development
Items were either developed by the authors or obtained from previous research. After a review of wording, content, and so forth, 6 item sets were retained for inclusion in the instrument. Responses
were made on a 5-point Likert-type scale with scale anchors ranging from 1 strongly disagree to 5 strongly agree.
3.2. Dependent variables
Impulse Behavior was measured using 4 items taken from Verplanken, Herabadi, 2001. The question asked to the participants were
“I usually do not think carefully before I buy something from this buying, Before I buy something, I make sure I consider very carefully whether I need it
reverse question, Sometimes I cannot suppress the feeling of wanting to buy something, and I can become very excited if I see something I would like to buy
”.
Mediator variable
Customer Self- Efficacy was measured using 2 items taken from Pavlou Fygenson, 2006
.
The questions asked of the participants were
“If I wanted to, I would be able to get this product within the next 30 days
” and “If I wanted to, I am confident I could get this product within the next 30 days
”. A Five-point Likert-type scale was also used.
3.3. Demographics variable
This study also incorporates demographic variables suggested by Hochwater et al. 2000 i.e., gender, marital status, and education level.
4.0. RESULTS 4.1. Instrument validation
Confirmatory factor analysis CFA was adopted to test for the quality and adequacy of the measurement model. In accordance with the two-step procedure suggested by Anderson and
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Table 1: Loading factor of construct CSE
IB IB1
- IB2
0.424 IB3
0.620 IB4
0.675 CSE1
0.847 CSE2
0.817 Confirmatory factor analysis CFA is adopted to test for the quality and adequacy by investigating
reliability, convergent and divergent validity Anderson andGarbing, 1988. This study assessed reliability jointly for all items of a construct by computing the composite reliability and average
variance extracted Steenkamp and van Trijp 1991. Cronbach’s value is the most widely used criteria to measure the reliability of the items for each construct Cronbach’s, 1991.The
Cronbach’s value of construct is shown in Table 2. A result of correlation values greater than 0.85, however, tells us that the two constructs overlap greatly and they are likely to be measuring the
same thing. Therefore, the results shown in Table 2 demonstrated adequate unidimensionality of constructs
Table 2: Mean, Standard Deviation, Correlation values and Cronbach
Maen SD
1 2
3 4
5 6
1 Gender 1.55
.505 2 Education
3.81 1.161
-.032 3 Marital
1.77 .522
.079 -.118
4 Income 1.44
.854 -.190 .350
-.249 5 Age
3.65 .723 .130
-.086 .095
-.045
0.580
6 Customer Self Efficacy 3.41
.973 -.048
.003 .002
.035 .298 0.859
Correlation is significant at the 0.01 level 2-tailed. Bold values are Cronbach
79
Author: Arif Wibowo Setyabudi Indartono
Table 3 Convergent Validity and Reliability
Mean SD
Item-total α Value Loading CR
AVE IB2
3.66 .7236
.303 0.58
0.424 0.599
0.340 IB3
.421 0.620
IB4 .454
0.675 CSE1
3.42 .9732
754 0.859
0.847 0.818
0.692 CSE2
754 0.817
Discriminant validity describes the degree to which the operationalization is not similar to diverges from other operationalizations that it theoretically should not be similar to. A successful
evaluation of discriminant validity shows that a test of a concept is not highly correlated with other tests designed to measure theoretically different concepts. It is possible to calculate the extent to
which the two scales overlap by using the following formula where r
xy
is a correlation between x and y, r
xx
is the reliability of x, and r
yy
is the reliability of y:
yy xx
xy
r r
r
.
Table 4: Mediation Regression Analysis Step 1
Step 2
Gender 0.118
0.132 Education
-0.086 -0.082
Marital .017
.007 Income
.049 .038
Age -0.108
-0.115 Customer Self-Efficacy
0.292 R
2
.040 .125
R
3
.040 0.09
Table 4 shows that gender, education background, and age have varying effects on impulse buying. Female consumers promote higher hedonic behavior rather than male consumers. Higher
education background and elder customers are likely to reject the impulse buying. However, the marital status and different income do not have a significant effect on impulse buying. Hence,
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5.0. DISCUSSION
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