PENGARUH HEDONISME DAN KONTROL DIRI TERHADAP PEMBELIAN IMPULSIF PADA REMAJA DI SURABAYA
Abstract
Many shopping centers are growing in Surabaya nowadays. Most of them are visited by teenagers, mostly displaying impulsive buying behavior. Such buying behaviors are often spontaneously decided without a thought just to fulfill the desire, for special price, keeping up with fashion, and achieving a pleasure in itself is. Hedonism are allegedly closely associated with impulsive buying behavior. Self-control was also an influence in individuals thinking and action. This research aims to identify and examine the influence of hedonism and self-control on impulse purchases. Subjects were teenagers who are in Surabaya especially those visiting the Mall City Of Tomorrow (CITO). This research aims to discover and test the influence between hedonism and self control against impulsive buying. The subject of this research are teens residing in Surabaya. This research uses a quantitative research method using a sample of 100 teenagers. The results of the study shows that hedonism influence very significantly to purchase impullsif of 36.6%, while self control have large significant of 34,1% against impulsive purchases and influence self control against the hedonism of the most significant of 25.2%. The influence of hedonism and self control simultaneously against impulsive purchases is 47.1%. The conclusion from this study is that there are influences between hedonism and self control against impulsive purchases on teenagers in Surabaya. Teenagers are expected to control themselves in making purchases to avoid impulsive buying behavior that leads to hedonism lifestyle. Parents should also control the their tendencies to give royal allowance to the children.