PENGARUH KONTROL DIRI TERHADAP PERILAKU IMPULSIVE BUYING PADA PRODUK KECANTIKAN DI KALANGAN MAHASISWA RANTAU KOTA PADANG

Abstract

This research aims to analyze the influence of self-control on impulsive buying behavior toward beauty products among overseas students in Padang City. This study used a quantitative approach with a correlational design and incidental sampling technique. The population in this research consisted of overseas students in Padang City, with a total sample of 400 respondents. The research instruments included a self-control scale developed based on the aspects proposed by Tangney et al. (2004) and an impulsive buying scale developed based on the aspects proposed by Verplanken and Herabadi (2001). Data analysis was conducted using assumption tests and simple linear regression with the assistance of SPSS version 20 for Windows. The results showed that the majority of respondents were in the moderate category for impulsive buying, particularly on the affective and cognitive aspects. Likewise, most respondents were also in the moderate category for self-control, especially on the aspects of resisting temptation and self-discipline. The findings indicate that overseas students in Padang City tend to engage in impulsive buying behavior toward beauty products, although they still possess relatively adequate self-control abilities. The hypothesis test results revealed a significant negative effect of self-control on impulsive buying, meaning that higher self-control is associated with lower impulsive buying behavior among overseas students in Padang City.