HUBUNGAN ANTARA KONTROL DIRI DENGAN KECENDERUNGAN PEMBELIAN IMPULSIF PADA GEN Z PENGGUNA DIGITAL PAYMENT DI KOTA X
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Abstract
Gen Z, who grew up in the digital era, is familiar with the use of digital payments in daily activities. The convenience of such transactions is believed to encourage impulsive buying without careful consideration. This study aims to examine the correlation between self-control and the tendency of impulsive buying among Gen Z digital payment users in Surabaya. Using a quantitative method with a correlational design and accidental sampling technique, 260 respondents were involved. Data were collected using psychological scales to measure self-control and impulsive buying tendencies, and analyzed using pearson product-moment correlation through SPSS 25.0. The results showed a significant negative correlation, with a significance value of 0.000 (p<0.05) and a correlation coefficient of -0.658 (r=-0,658). The higher the level of self-control, the lower the tendency for impulsive buying. These findings highlight the important role of self-control in managing purchasing behavior using digital payment among Gen Z.
Gen Z merupakan generasi yang tumbuh di era digital dan akrab dengan penggunaan digital payment dalam aktivitas sehari-hari. Kemudahan transaksi melalui digital payment dianggap mendorong kecenderungan pembelian impulsif yang dilakukan secara spontan tanpa pertimbangan matang. Penelitian ini bertujuan untuk mengetahui hubungan antara kontrol diri dengan kecenderungan pembelian impulsif pada Gen Z pengguna digital payment di Kota Surabaya. Penelitian ini menggunakan metode kuantitatif dengan desain korelasional. Teknik pengambilan sampel yang digunakan adalah accidental sampling dengan jumlah subjek sebanyak 260 responden. Instrumen pengumpulan data berupa skala psikologis untuk mengukur variabel kontrol diri dan kecenderungan pembelian impulsif. Analisis data dilakukan dengan uji korelasi pearson product moment menggunakan bantuan SPSS 25.0 for Windows. Hasil penelitian menunjukkan nilai signifikansi sebesar 0,000 (p<0,05) dan nilai koefisien korelasi -0,658 (r=-0,658), yang berarti terdapat hubungan negatif yang signifikan. Semakin tinggi kontrol diri, semakin rendah kecenderungan pembelian impulsif dan sebaliknya. Temuan ini menegaskan pentingnya peran kontrol diri dalam mengelola perilaku pembelian dengan pembayaran digital pada Gen Z.
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