Efek Moderasi Kontrol Diri pada Hubungan Sifat Materialisme Terhadap Pembelian Impulsif Online

Abstract

This study aims to (1) examine the effect of materialism on impulsive online purchases. (2) To examine the
moderating effect of self-control on the relationship between materialism and impulsive online purchases. This type of
research is a causal research. The unit of analysis in this study is an individual lecturer at the Indonesian Christian University
of Maluku (UKIM) as online shopping consumers who have made impulsive purchases online. The sampling method using
nonprobability method, sampling using purposive sampling technique with the final sample of 48 people. Data analysis
used thThe results of the study prove that materialism has an effect on impulsive online purchases.
The results of the study prove that materialism has an effect on impulsive online purchases. The nature of UKIM
lecturers as consumers who emphasize the value of material, are selfish, want to have a lot of goods, and feel that
ownership does not increase happiness, so that thoughtless buying behavior as a result, spontaneous purchases, rush
purchases, and purchases are influenced by emotional states will increase . Consumers who have materialistic
characteristics are classified as young consumers and have a high tendency to interact with social media with the potential
to do impulsive shopping online. This study proves the impact of moderation of self-control as controlling consumer behavior
in terms of valuing goods based on symbolic goods, social status, building social status from purchasing an item, and
excessive prestige. The impact of self-control moderation has been shown to contribute to the influence of materialism on
impulsive online purchases.