PENGARUH SELF-ESTEEM TERHADAP IMPULSIVE BUYING BEAUTY PRODUCTS PADA REMAJA PENGGUNA INSTAGRAM

The development of social media, especially Instagram, increases exposure to beauty product promotions that have the potential to encourage impulsive buying behavior in adolescents. During adolescence, individuals are in a phase of searching for self-identity, making them more vulnerable to social influence and self-comparison on social media. One psychological factor suspected to play a role in this behavior is self-esteem. This study aims to analyze the influence of self-esteem on impulsive buying of beauty products in adolescent Instagram users. This study uses a quantitative approach with a correlational design. The subjects of the study were 424 adolescents aged 12-21 years old who had purchased beauty products, selected using a purposive sampling technique. Data were collected using the Rosenberg Self-Esteem Scale and the Impulsive Buying Tendency Scale, then analyzed using simple linear regression. The results of the analysis showed that self-esteem has a significant and negative effect on impulsive buying of beauty products with a probability value of p = < 0.001 (p < 0.05). The implications of this study indicate the importance of strengthening self-esteem as a preventive measure to suppress impulsive buying behavior in adolescents, both through psychological education, digital literacy, and the role of the social environment.