PENGARUH SELF MONITORING TERHADAP PERILAKU IMPULSIVE BUYING PADA GEN-Z PENGGUNA APLIKASI E-COMMERCE

Currently, the use of e-commerce applications is increasing rapidly in Indonesia, especially
among generation Z. This study aims to determine the influence of self-monitoring on the
tendency of impulsive buying among Generation Z e-commerce users in Malang City. In the
digital era filled with marketing stimuli, impulsive buying behavior has become a common
phenomenon, especially among young consumers. This research employed a quantitative
method through a survey of 372 Generation Z respondents who actively use e-commerce
platforms. The instruments used were self-monitoring and impulsive buying scales, both tested
for validity and reliability. Simple linear regression analysis revealed that self-monitoring
significantly influenced impulsive buying with a contribution of 5.3% (p < 0.001). Although
the contribution is relatively low, the findings indicate that individuals with high self
monitoring tend to have lower impulsive buying tendencies.