Hubungan Self control terhadap Impulsive buying Produk Kosmetik Perempuan Dewasa Awal pada Pengguna Tiktok Live

Abstrak. The development of digital technology and social media has transformed consumer shopping behavior, particularly through the live streaming feature on the TikTok platform. TikTok Live offers real-time interaction, attractive promotions, and limited-time offers that have the potential to encourage impulsive buying behavior, especially among early adult women. Impulsive buying can have a negative impact on individual financial management if it is not balanced by adequate self control. This study aims to examine the relationship between self control and impulsive buying among early adult women who use TikTok Live. This research employed a quantitative method with a correlational approach. The participants consisted of 371 early adult women aged 18–25 years who use TikTok Live, selected using purposive sampling. The research instruments were a self control scale and an impulsive buying scale developed in the form of statements. Data were analyzed using Spearman Rho correlation analysis. The results indicate a significant negative relationship between self control and impulsive buying. This means that higher levels of self control are associated with lower tendencies toward impulsive buying. These findings emphasize the importance of self control as an internal factor in regulating impulsive buying behavior amid the rapid growth of live streaming commerce.