<![CDATA[Easier access in the era of globalization has paved the way for the spread of popular culture from one country to another. One such popular culture currently prevalent in Indonesia is Korean culture, known as the Korean Wave. Treasure fans often purchase merchandise without prior planning for their own enjoyment, making purchases based not on need but rather on desire. This study aims to determine the role of self-control in moderating the influence of problematic social media use on impulsive purchases of K-Pop merchandise among Treasure fans in Karawang. The research method used is a quantitative research method with an associative research type, namely research that aims to determine the influence or relationship between two or more variables. The population in this study were Treasure (Teume) fans who live in Karawang. The sampling technique used was quota sampling with a total of 221 respondents. The data collection method was carried out using the Impulsive Buying Tendency Scale (IBTS), Social Media Use Questionnaire (SMUQ), and Brief Self-Control Scale (BSCS). The data analysis technique in this study used moderated regression analysis through the JASP 0.16 program. Based on the results of the data analysis, a significance value of 0.028 or p <0.05 was obtained, this means that self-control is able to moderate the influence of problematic social media use on impulsive purchases of K-Pop merchandise on Treasure fans in Karawang. The influence contributed by problematic social media use and self-control on impulsive purchases of K-Pop merchandise on Treasure fans in Karawang is 63.5% and the other 36.5% is influenced by other variables outside this study.]]>
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