Regulasi Emosi dan Self Control terhadap Perilaku Impulse Buying

Abstract

Impulse buying behavior is triggered by technological advancements and the rapid growth of e-commerce popularity. The purpose of this study is to determine the effect of emotion regulation and self-control on impulse buying. This research employs a quantitative approach with a random sampling technique involving 140 participants aged 18 to 22 years. The instruments used include the Brief Self-Control Scale to measure self-control, the Difficulties in Emotion Regulation Scale to measure emotion regulation, and the Impulse Buying Tendency Scale to measure impulse buying tendencies. Data analysis was performed using multiple linear regression. The results show that emotion regulation has a significant effect on impulse buying behavior (p < 0.001), while self-control does not show a significant partial effect (p = 0.096). However, simultaneously, emotion regulation and self-control have an effect on impulse buying behavior with an R² coefficient value of 14%.