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All Journal GUIDENA: Jurnal Ilmu Pendidikan, Psikologi, Bimbingan dan Konseling Jurnal Pembelajaran Pemberdayaan Masyarakat (JP2M) ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING Jurnal Penelitian dan Pengukuran Psikologi: JPPP Psychological Research on Urban Society Jendela Akademika: Jurnal Pengabdian kepada Masyarakat
Widyastuti, Liza Yudhita
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Arts Humanities Economics, Econometrics & Finance Education Health Professions Immunology & microbiology Neuroscience Social Sciences

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PERAN GENDER SEBAGAI VARIABEL MODERATOR DALAM HUBUNGAN SELF-CONTROL DAN IMPULSIVE BUYING PADA PENGGUNA SHOPEE PAYLATER Izzah, Khalid Ahmad; Widyastuti, Liza Yudhita; Putri, Fildzah Radyah
ANALISIS Vol. 16 No. 01 (2026): ANALISIS VOLUME 16 NO. 01 TAHUN 2026
Publisher : FACULTY OF ECONOMICS AND BUSINESS FLORES UNIVERSITY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37478/als.v16i01.7780

Abstract

This study aims to analyze the relationship between self-control and impulsive purchasing behavior, with gender as a moderating variable. The sample consisted of 200 respondents selected through purposive sampling technique. Data analysis employed Moderation Regression technique using PROCESS Macro. Based on the analysis results, the self-control variable demonstrated a positive and significant influence on impulsive purchasing behavior (? = 2.1253; t = 4.8621; p < 0.001), indicating that the higher the level of self-control, the higher the value of impulsive purchasing behavior. The gender variable also exerted a significant influence (? = 40.7205; t = 3.6577; p < 0.001), suggesting that there are differences in influence based on gender. Furthermore, the interaction between self-control and gender (SC × M) showed a significant influence with a negative coefficient (? = -1.2243; t = -4.9562; p < 0.001). These findings indicate that gender moderates the relationship between self-control and impulsive purchasing behavior, wherein the influence of self-control tends to weaken in certain gender categories. This research provides theoretical contributions to understanding the dynamics of impulsive purchasing behavior and practical implications for marketers in developing more effective strategies based on consumer gender differences.
Co-Authors Aegista, Roza Alifia Alifa Syamantha Putri Amanda, Sari Anugerah, Muhammad Davin Arista, Puspita Dian Azzahra, Yulia Chaerani Deswita, Fellicia Natalie Erik Erik Erik, Erik Fajar Rakhman, Gumgum Gumelar Gumgum Gumelar Fajar Rakhman Herdiyan Maulana Hermeilia Megawati Izzah, Khalid Ahmad Putri, Cahya Nisrina Kamila Putri, Fildzah Radyah Putri, Suci Amelia Ria, Rozala Rosalinda, Irma Simajuntak, Dewi Fransiska Simanjuntak, Dewi Fransiska Sugianto, Willy Wijaya, Redo Tridinata Yudhaningrum, Lupi yulius Fransisco Angkawijaya, yulius Fransisco