PENGARUH KONFORMITAS TEMAN SEBAYA DAN KONTROL DIRI TERHADAP PERILAKU PEMBELIAN IMPULSIF MAHASISWA RANTAU ASAL NUSA TENGGARA TIMUR DI SURABAYA
Abstract
Impulsive buying behavior is an unplanned shopping activity that occurs because
of an inner drive. Individuals making these unplanned purchases are not based on
necessity but because of the incipient desire. Impulsive buying behavior is
influenced by various factors, such as peer conformity and self-control. This study
aims to determine the effect of peer conformity and self-control on impulsive
buying behavior of overseas students from East Nusa Tenggara in Surabaya. This
research uses quantitative method of collecting data by using questionnaire. the
subjects in this research are 100 overseas students from East Nusa Tenggara who
are active in some universities in Surabaya, using non probability technique that
is purposive sampling technique. Data were collected using impulse buying
behaviors scale, peer conformity scale, and self-control scale. The reliability
value of the impulse buying behavior scale, peer conformity scale, self-control
scale of 0.871; 0.821; 0.817. The results showed that peer conformity had an
effect on impulse buying behavior of 13.8%, self-control had an effect on
impulsive buying behavior of 33.5%, and conformity had close relationship with
self-control with significance obtained 0.000 (p <0.05). Peer conformity and self-
control influence impulsive buying behavior together, but self-control gives more
influence to impulsive buying behavior. This study is expected to be useful for
students in order to reduce the level of conformity that occurs in association with
peer groups, students can maintain existing self-control and reduce impulsive
buying behavior. Parents can control children's finances as a form of reducing
impulsive buying behavior at children.