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Perilaku Pembelian Tak Terkendali Pada Healthy Lifestyle Generasi Z: Mengeksplorasi Peran Moderasi Self-Control Desak Made Febri Purnama Sari; Ni Kadek Dwijayanti Kusuma Putri
Journal Research of Management Vol. 7 No. 1 (2025): Desember
Publisher : Universitas Triatma Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51713/jarma.2025.7161

Abstract

The rise of healthy lifestyle trends among Generation Z has shifted consumption from health-driven decisions toward identity-based purchasing behavior. This study investigates the influence of Relative Advantage and Compatibility on Impulsive and Compulsive Buying, and further examines the moderating role of Self-Control. A quantitative approach was employed using purposive sampling, involving 220 Gen Z respondents in Bali who actively engage in healthy lifestyle activities. Data were analyzed using PLS-SEM with SmartPLS. The results reveal that Relative Advantage does not significantly affect Impulsive Buying nor Compulsive Buying, indicating that perceived health benefits are not the primary stimulus of consumption. In contrast, Compatibility significantly enhances both types of unrestrained buying, suggesting that alignment between a healthy lifestyle and personal identity drives consumers to engage in spontaneous and repeated purchases. The moderating effect of Self-Control was not supported, implying that internal regulation is insufficient when social norms strongly encourage a healthy lifestyle as a status symbol. Additionally, Impulsive Buying positively predicts Compulsive Buying, demonstrating the escalation from spontaneous to addictive consumption patterns. This study extends the S-O-R and Diffusion of Innovation frameworks by highlighting that healthy lifestyle adoption among Gen Z is primarily socially driven rather than functionally motivated. Practical implications recommend more ethical marketing strategies within the wellness industry, emphasizing mindful consumption and financial well-being
Co-Authors A.A.N. Oka Suryadinatha Gorda Adriati, I Gusti. Ayu Wirati Adyatna Wedananta, Kadek Anak Agung Ngurah Eddy Supriyadinata Gorda Anak Agung Sagung Dinda Savitri Devi Anggraeni Kesuma, Ni Putu Regita Anggraeni, Ni Putu Novi Aprialita, Sari Dewi Apriliathi, Ni Putu Siska Ari Lestari, Ni Kadek Ari, Gede Yona Krisna Arimbawa, Komang Gede Basmantra, Ida Nyoman Bellinda Octavia, Vania Cintya Dewi, Putu Cremadin, Putu Shata Dewa Ayu Pt Yusirika Tirani Dewi Dewi, Dewa Ayu Pt Yusirika Tirani Dwiya, Ketut Gede Sri Elysia, Dina G.A Putu Anggun Darmaningsih Gusti Alit Suputra Helmy Safitri I Gede Rihayana I Gusti Ayu Putu Wita Indrayani I Gusti Bagus Udayana I Made Suidarma I Nyoman Sunarta I Putu Dharmawan Pradhana Ida Ayu Intan Swandewi Ida Ayu Iswari Pidada Ida Ayu Oka Martini Ida Ayu Putu Megawati Ida Nyoman Basmantra Ignacia Linda Marcelina Indrayani, Luh Wulan Widi Jaya, I Ketut Aditya Juwita Sari, Putu Ratna Kadek Ayu Maysia Danalia Mas Kadek Pande Widana Putra Kadek Paramitha Mega Widya Dewi Ketut Gede Sri Dwiya Komang Sri Rahayu Komang Sri Widiantari Kurniawan, Niko Kustina, Ketut Tanti Laksmi, Kadek Wulandari Lingga Aqila Maharani Made Mulyadi Maharani, Putu Serly Mahyuni, Luh Putu Mananga, Christoper Hadi Aba Mandira, I Made Candra Manik Parasari, Nyoman Sri Marsyah Fiolita Marsyah Fiolita Mitafitrotin Mitafitrotin Mitafitrotin, Mitafitrotin Muhammad Ilham Syamputra Nandini, Made Ayu Sintya Ni Kadek Dwijayanti Kusuma Putri Ni Kadek Risa Indriyani Ni Komang Yuliani Ni Luh Bintang Maha Putri Ni Luh Ria Sukmadani, Ria Ni Made Dhian Rani Yulianti Ni Made Rukmiyati Ni Nyoman Sri Wisudawati Ni Putu Bayu Widhi Antari Ni Putu Novi Anggraeni Ni Putu Satya Wiryani Ni Putu Sinta Febiola Indah Parwati Noviyanti, Ni Made Dian Nurul Qomariah Nyoman Aditya Brahma Putra Paramita Pika, Putu Ayu Titha Parasari, Nyoman Sri Manik Perdana Putra, I Made Paramahansa Yogananda Pika, Putu Ayu Titha Paramita Pradipta Arba, Ida Bagus Agung Rama Pradnyanika, Ni Kadek Yodi Pramudya, Made Reynaldo Prihatin Dwi Febriani Putra, I Gede Ardra Pratama Putra, Kadek Pande Widana Putra, Nyoman Aditya Brahma Putri Adnyani, I Gusti Ayu Yogi Putri Oktapia, Ida Ayu Putu Putri, Dita Arnita Putu Budi Arnaya Putu Cintya Dewi Putu Dyah Permatha Korry Putu Feby Eka Kawi Tantra Rahma Ardanamesti, A.A.Sagung Resubun, Richard Irianto Ridwan, Wachid RR Devira Amelia Cahyaningtya Safitri, Ni Komang Salma Aulia Ramadhani Samitha, Sang Made Dwi Okayana Saputa, I Putu Agus Saputra, I Made Valentino Rossi Sari, Ni Putu Amanda Wulan Sari, Putu Ratna Juwita Sarmawa, I Wayan Gde Satria, I Kadek Eko Bayu Sumarningsih, Ni Made Suningsih, Ni Luh Suputra , Gusti Alit Tantra, I Gusti Lanang Putu Tantra, Putu Feby Eka Kawi Tiara Dewi, Ni Kadek Ajus Vinco, Yeo Wibisono, Stefanus Rendhy Widyasari, Ni Made Sintya Wijaya, Gede Crisna Wirajaya, Anak Agung Ngurah Mayun Wirsa, I Nengah Yosephine, Thalia