The Effect of E-Commerce and Self-Control on Impulsive Buying: A Case Study Among University Almuslim Student
DOI:
https://doi.org/10.35870/jemsi.v12i5.6945Keywords:
E-commerce, Self-Control, Impulsive Buying, Students, Consumer BehaviorAbstract
This study aims to examine the effect of E-commerce and Self-Control on Impulsive Buying behaviour among University Almuslim students. The background of this study is the increasing intensity of online shopping platform usage among the younger generation, which potentially triggers unplanned consumptive behaviour. The research was conducted at University Almuslim, Bireuen Regency, involving 120 students selected through a purposive sampling technique. The method used was a quantitative approach with a multiple linear regression analysis technique using SPSS software. The results showed that: (1) E-commerce has a positive and significant effect on Impulsive Buying; (2) Self-Control has no significant effect on Impulsive Buying. (3) E-Commerce and Self-Control simultaneously have a significant effect on Impulsive Buying. This finding confirms that external stimuli from digital platforms have a dominant power in triggering impulse buying compared to internal self-control. Practical implications, digital literacy, and financial management are needed for students to consume.
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