<![CDATA[The growing popularity of K-pop culture has increased merchandise purchasing among fans, including spontaneous or impulsive buying. One factor believed to reduce this tendency is self-control. This study aimed to examine the role of self-control in K-pop merchandise impulsive buying among young adults in the Carat fandom. This study employed a quantitative approach using a survey method. The participants consisted of 197 Seventeen fans (Carats) aged 18-40 years who had previously purchased Seventeen merchandise and were selected using convenience sampling. Data were collected using the Self-Control Scale adapted from De Ridder et al. (2011) and the Impulsive Buying Scale adapted from Verplanken and Herabadi (2001). Data were analyzed using simple linear regression. The results showed that self-control had a significant role in K-pop merchandise impulsive buying (p = .008). Self-control had negative effect on impulsive buying, indicating that higher self-control was associated with a lower tendency to engage in impulsive buying. Self-control contributed 3.6% to impulsive buying, while the remaining 96.4% was influenced by other factors. These findings indicate that self-control is one factor contributing to K-pop merchandise impulsive buying among young adults in the Carat fandom.]]>
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