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All Journal Riwayat: Educational Journal of History and Humanities
Mardiyah, Arrifah Ainul
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Humanities Education Social Sciences

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Pengaruh Perbandingan Sosial dan Materialisme terhadap Pembelian Impulsif Melalui Pengendalian Diri Sebagai Pemoderasi Mardiyah, Arrifah Ainul
Riwayat: Educational Journal of History and Humanities Vol 8, No 3 (2025): July
Publisher : Universitas Syiah Kuala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24815/jr.v8i3.47915

Abstract

This study aims to examine the influence of social comparison and materialism on impulsive buyingbehaviorand to evaluate the role of self-control as a moderating variable among Generation Z Shopee e-commerce users in Sleman Regency, Yogyakarta Special Region. The background of this study stems from the phenomenon of high unplanned online shopping activity among Generation Z due to social pressures and growing materialistic values in the digital era. This study used a quantitative approach with a survey method and distributed questionnaires to 94 respondents selected using a purposive sampling technique. Data analysis was conducted using theSmartPLSapplication version 3.2.9. The results showed that social comparison and materialism had a positive and significant effect on impulsive buying. However, self-control was shown to weaken the influence of materialism on impulsive buying but did not significantly moderate the relationship between social comparison and impulsive buying. This study provides theoretical contributions to understanding the psychological and social dynamics that drive digital consumerbehaviorand offers practical implications for developing more responsible marketing strategies for young consumers.
Co-Authors Karyono Karyono