SELF-CONTROL AND IMPULSIVE BUYING AMONG UNIVERSITY STUDENTS

Abstract

Impulsive buying is a relevant issue among university students because purchasing decisions are increasingly shaped by emotional urges, social influence, and easy access to digital shopping platforms. This study examined the relationship between self-control and impulsive buying and assessed the predictive contribution of self-control to impulsive buying among university students in Bekasi. A quantitative correlational design was employed with 90 active students selected through cluster random sampling. Data were collected through preliminary interviews and two psychological scales. The self-control scale showed item-total correlations ranging from 0.331 to 0.618 and Cronbach's alpha reliability of 0.809, whereas the impulsive buying scale showed item-total correlations ranging from 0.302 to 0.589 and reliability of 0.864. Data were analyzed using descriptive statistics, Pearson product-moment correlation, and simple linear regression. The results indicated a strong negative relationship between self-control and impulsive buying (r = -0.673, p < 0.001). The regression model was significant (F = 72.921, p < 0.001), with self-control accounting for 45.3% of the variance in impulsive buying. These findings suggest that stronger self-regulation is associated with a lower tendency to make spontaneous, unplanned purchases. Strengthening financial awareness, purchase planning, and delay-of-gratification strategies may therefore help students manage impulsive buying tendencies.