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.