<![CDATA[Female students shop more frequently than other groups. Shopping is generally done to satisfy needs, but not everyone, including students, is able to distinguish between needs and wants Fulfilled desires, not bare necessities, motivate purchases, and impulsive splurges arise from low self-control. This study used quantitative method with 100 female university students as respondents. Non-probability sampling was used for sample selection. Pearson product moment statistical analysis was used. The hypothesis was confirmed: a strong negative correlation (-0.403, p < 0.000) exists between self-control and impulse buying. Research shows a profound inverse relationship between self-control and impulsivity in purchasing. Individuals with stronger self-control exhibit significantly lower rates of impulse buying, and conversely, weaker self-control is associated with increased impulsive buys.]]>
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