Electronic Theses and Dissertation

Gen Z mendominasi e-commerce di Indonesia dengan pola konsumsi dipengaruhi gaya hidup digital, media sosial, dan strategi pemasaran agresif. Fenomena ini memicu perilaku impulsive buying yang berdampak negatif pada aspek finansial dan psikologis. Rendahnya self-regulation menjadi salah satu faktor psikologis penting dalam kecenderungan impulsive buying. Penelitian ini bertujuan menganalisis hubungan antara self-regulation dan impulsive buying pada Gen Z di Aceh. Penelitian menggunakan pendekatan kuantitatif dengan desain korelasional. Variabel diukur dengan skala IBTS (20 item) dan SSRQ (21 item). Sampel ditentukan melalui teknik incidental sampling dengan jumlah sampel sebanyak 197 Gen Z yang pernah melakukan belanja online. Hasil menunjukkan sebanyak 53,3% responden memiliki tingkat impulsive buying tinggi, sedangkan 52,3% memiliki self-regulation rendah. Analisis korelasi menghasilkan r = -0,679 (p < 0,05), menunjukkan hubungan negatif signifikan dengan kekuatan kuat. Penelitian menyimpulkan bahwa semakin tinggi self-regulation, semakin rendah perilaku impulsive buying. Temuan ini menekankan pentingnya intervensi peningkatan self-regulation pada Gen Z, meski penelitian terbatas oleh metode self-report dan lingkup sampel.
Kata Kunci: impulsive buying, self-regulation, e-commerce, Gen Z

Gen Z dominates Indonesia’s e-commerce landscape, with consumption patterns shaped by digital lifestyles, social media, and aggressive marketing strategies. This phenomenon triggers impulsive buying behavior, which negatively affects financial and psychological well-being. Low self-regulation serves as a key psychological factor contributing to impulsive buying tendencies. This study aims to analyze the relationship between self-regulation and impulsive buying among Gen Z in Aceh. A quantitative correlational design was employed, using the Impulsive Buying Tendency Scale (IBTS, 20 items) and the Short Self-Regulation Questionnaire (SSRQ, 21 items). The sample consisted of 197 Gen Z respondents selected through incidental sampling, all of whom had prior online shopping experience. Results revealed that 53.3% of respondents exhibited high impulsive buying, while 52.3% demonstrated low self-regulation. Correlation analysis showed a significant negative relationship (r = -0.679, p < 0.05) with a strong effect size. The findings indicate that higher self-regulation corresponds to lower impulsive buying behavior. This study highlights the importance of interventions aimed at enhancing self-regulation among Gen Z, despite limitations related to self-report methods and sample scope. KEY WORDS: impulsive buying, self-regulation, e-commerce, Gen Z.