KALAP BELANJA ONLINE : KONTROL DIRI, HARGA DIRI, DAN PEMBELIAN IMPULSIF DEWASA AWAL: Psikologi - Syifa Rahma Zhafirah; Lania Murhasih; Holy Greata (PAEDAGOGY : Jurnal Ilmu Pendidikan dan Psikologi, 2026)
The growing use of e-commerce and the convenience of online shopping may increase the tendency toward impulsive buying among young adults. Although the relationships among self-control, self-esteem, and impulsive buying have been widely examined, studies that simultaneously investigate these two psychological factors among young adults in Karawang Regency remain limited. This study aimed to analyze the roles of self-control and self-esteem in predicting online impulsive buying among young adults in Karawang Regency. A quantitative approach with a correlational-predictive design was employed. The participants were 385 young adults aged 20-40 years who actively engaged in online shopping and were selected using convenience sampling. The research instruments consisted of the Impulsive Buying Tendency Scale, Brief Self-Control Scale, and Rosenberg Self-Esteem Scale. The data were analyzed using multiple linear regression. The results showed that self-control and self-esteem simultaneously and significantly predicted online impulsive buying. Partially, both self-control and self-esteem were significant negative predictors of online impulsive buying, with self-esteem showing a more dominant contribution than self-control. Thus, higher levels of self-control and self-esteem were associated with a lower tendency toward online impulsive buying among young adults. These findings strengthen the understanding of the relationship between internal psychological factors and digital consumption behavior and may inform the development of financial education and psychological programs that support wiser purchasing decisions. ABSTRAK Meningkatnya penggunaan e-commerce dan kemudahan berbelanja secara daring berpotensi meningkatkan kecenderungan pembelian impulsif pada dewasa awal. Meskipun hubungan antara kontrol diri, harga diri, dan pembelian impulsif telah banyak diteliti, kajian yang menguji kedua faktor psikologis tersebut secara simultan pada dewasa awal di Kabupaten Karawang masih terbatas. Penelitian ini bertujuan menganalisis peran kontrol diri dan harga diri dalam memprediksi pembelian impulsif online pada dewasa awal di Kabupaten Karawang. Penelitian menggunakan pendekatan kuantitatif dengan desain korelasional-prediktif. Partisipan penelitian berjumlah 385 dewasa awal berusia 20-40 tahun yang aktif berbelanja online dan dipilih menggunakan teknik convenience sampling. Instrumen penelitian terdiri atas Impulsive Buying Tendency Scale, Brief Self-Control Scale, dan Rosenberg Self-Esteem Scale. Data dianalisis menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa kontrol diri dan harga diri secara simultan memprediksi pembelian impulsif online secara signifikan. Secara parsial, kontrol diri dan harga diri merupakan prediktor negatif yang signifikan terhadap pembelian impulsif online. Harga diri menunjukkan kontribusi yang lebih dominan dibandingkan kontrol diri. Dengan demikian, semakin tinggi kontrol diri dan harga diri, semakin rendah kecenderungan pembelian impulsif online pada dewasa awal. Temuan ini memperkuat pemahaman mengenai keterkaitan faktor psikologis internal dengan perilaku konsumsi digital serta dapat menjadi pertimbangan dalam pengembangan edukasi keuangan dan program psikologis yang mendukung pengambilan keputusan pembelian secara lebih bijak.