PERAN SELF CONTROL DALAM MEMODERASI PENGARUH HEDONIC MOTIVES DAN SHOPPING LIFESTYLE TERHADAP IMPULSE BUYING

Abstract

For career women, appearance is an important thing that must be considered and this can trigger a lifestyle shopping culture and hedonism that leads to high impulsive behavior. Career women who have families are considered to have high self-control against impulsive behavior towards online shopping, namely because the need for family is a priority compared to their own needs. The purpose of this study was to determine the effect of hedonic motives, shopping lifestyle on impulse buying which is moderated by self-control. This research is a quantitative research and the respondents in this research are 244. In this study the sample was taken by non-probability sampling, namely by purposive sampling technique. Based on data analysis, it is known that: (1) hedonic motives have a positive and significant effect on impulse buying, (2) shopping lifestyle has a positive and significant effect on impulse buying, (3) hedonic motives do not moderate the effect of shopping lifestyle on impulse buying, (4 ) self-control moderates the effect of shopping lifestyle on impulse buying.