EFEKTIVITAS TOKEN ECONOMY TERHADAP PERILAKU COMPULSIVE BUYING

Abstrak

Perilaku pembelian kompulsif pada mahasiswa menjadi isu yang semakin penting seiring meningkatnya penggunaan platform belanja daring yang memudahkan terjadinya pembelian tidak terencana. Penelitian ini bertujuan untuk menguji efektivitas teknik token economy dalam mereduksi compulsive buying behavior pada mahasiswa aktif pengguna platform belanja daring. Penelitian menggunakan pendekatan kuantitatif eksperimen dengan desain one-group pretest-posttest. Subjek penelitian berjumlah 30 mahasiswa yang dipilih menggunakan teknik purposive sampling berdasarkan kecenderungan compulsive buying behavior yang tinggi. Pengumpulan data dilakukan menggunakan Skala Compulsive Buying Behavior yang mengukur aspek kecenderungan berbelanja, dorongan berbelanja, kesenangan saat berbelanja, pengeluaran disfungsional, dan rasa bersalah setelah pembelian. Data dianalisis melalui uji normalitas Shapiro-Wilk dan Paired Samples T-Test. Hasil penelitian menunjukkan adanya penurunan compulsive buying behavior yang signifikan setelah pemberian intervensi token economy. Temuan ini mengindikasikan bahwa pemberian penguatan positif secara terstruktur mampu membantu mahasiswa mengendalikan dorongan pembelian impulsif dan membentuk perilaku belanja yang lebih adaptif. Penelitian ini memberikan kontribusi terhadap pengembangan intervensi perilaku berbasis operant conditioning pada konteks perilaku konsumtif non-klinis serta berpotensi diterapkan dalam layanan konseling mahasiswa.

Compulsive buying behavior among university students has become an increasingly important issue due to the widespread use of online shopping platforms that facilitate unplanned purchases. This study aimed to examine the effectiveness of token economy in reducing compulsive buying behavior among active university students who use online shopping platforms. The study employed a quantitative experimental approach with a one-group pretest-posttest design. Participants consisted of 30 students selected through purposive sampling based on their high tendency toward compulsive buying behavior. Data were collected using the Compulsive Buying Behavior Scale, which measures tendency to spend, compulsive drive to spend, enjoyment of shopping and spending, dysfunctional spending, and post-purchase guilt. Data were analyzed using the Shapiro-Wilk normality test and Paired Samples T-Test. The findings revealed a significant reduction in compulsive buying behavior following the implementation of the token economy intervention. These results indicate that structured positive reinforcement can help students control impulsive purchasing urges and develop more adaptive spending behaviors. This study contributes to the development of operant conditioning-based behavioral interventions in the context of non-clinical consumer behavior and offers practical implications for university counseling services.