<![CDATA[The development of the digital era has led to changes in students’ consumption behavior, one of which is reflected in the increasing tendency of impulse buying, often triggered by self-reward practices. While self-reward is initially intended to enhance motivation and reduce stress, it may gradually shift into uncontrolled consumptive behavior. This study aims to examine the effect of self-management techniques implemented through group guidance services on reducing impulse buying behavior triggered by self-reward among students of LIPIA Medan. This research employed a quantitative approach using a quasi-experimental method with a one-group pretest– posttest design. The research subjects consisted of 7 students selected through purposive sampling from a population of 34 students based on high levels of impulse buying. Data were collected using an impulse buying behavior questionnaire and analyzed using the Wilcoxon Signed-Rank Test. The results indicate a significant decrease in impulse buying scores after the implementation of group guidance with self-management techniques (Z = -2.371; p = 0.018 < 0.05). These findings suggest that self-management techniques are effective in enhancing students’ self-control, increasing awareness of emotional triggers, and promoting more rational consumption behavior in the digital era.]]>
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