The Influence Of Self-Control On Implusive Buying Behavior For Student Users Of Tiktok
Pengaruh Kontrol Diri Terhadap Perilaku Impulsive Buying Pada Mahasiswa Pengguna TikTok
DOI:
https://doi.org/10.21070/ups.9931Keywords:
Self Control, Impulsive Buying, students, Tiktok ShopAbstract
This research aims to understand the influence of self-control on impulsive buying behavior among students who use TikTok Shop. The increase in impulse purchases among students is influenced by the characteristics of TikTok Shop which presents attractive visual content, intensive promotions, and ease of transaction processes. This condition often encourages students to make spontaneous purchases without planning. This research uses a quantitative approach with a correlational survey method. The research respondents totaled 100 students who were selected using purposive sampling technique. Data was collected using a Likert Scale questionnaire to measure the level of self-control and impulsive buying behavior. Data analysis was carried out using simple linear regression. The research results show that self-control has a significant effect on impulsive buying behavior. Students with good self-control tend to be better able to control their urge to shop impulsively.
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