Ryanda, Fidela Alifia (2024) Hubungan Regulasi Diri Dengan Pembelian Impulsif Pada Wanita Dewasa Awal Melalui E-commerce Di Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

The phenomenon of purchasing triggered by impulsive behavior is a purchase that occurs without planning and is done spontaneously or suddenly. A person is said to make an impulsive purchase when they are attracted to a product or brand without considering its usefulness to them. This phenomenon is increasingly common among women with the advancement of e-commerce in Indonesia. This study aims to determine the relationship between self-regulation and impulsive buying in early adult women through e-commerce in Pekanbaru. The research method used is quantitative, with a sample of 100 early adult women selected using stratified random sampling. The instruments used in this study are the Impulse Buying Tendencies, consisting of 8 items, and the Self-Regulation Questionnaire, consisting of 15 items. Data analysis used the bivariate Pearson product-moment correlation analysis technique. The hypothesis testing results show a significance of 0.000 (p<0.005), indicating that the hypothesis is accepted, which suggests a significant positive relationship between self-regulation and impulsive buying in early adult women through e-commerce in Pekanbaru.

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