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All Journal ANALISIS - SCIENTIFIC JOURNAL OF ECONOMICS, MANAGEMENT, BUSINESS, AND ACCOUNTING
Putri, Fildzah Radyah
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Economics, Econometrics & Finance

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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 Izzah, Khalid Ahmad Widyastuti, Liza Yudhita