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

The increasing intensity of social media use among adolescents, particularly Instagram, has influenced consumption patterns, including a rising tendency toward impulsive buying of beauty products. Exposure to visual content, digital promotions, and public figures on social media often encourages adolescents to make purchasing decisions without careful consideration. In this context, self-compassion is viewed as a psychological resource that may help reduce impulsive buying behavior. This study aimed to examine the effect of self-compassion on impulsive buying of beauty products among adolescent Instagram users. A quantitative approach with a correlational design was employed. The participants consisted of 424 adolescents aged 12–21 years, selected using a purposive sampling technique. Self-compassion was measured using the Self-Compassion Scale, while impulsive buying of beauty products was assessed using the Impulsive Buying of Beauty Products Scale. The results of the regression analysis indicated that self-compassion had a significant effect on impulsive buying of beauty products, with a probability value of p < .001 (p < .05). These findings suggest that strengthening self-compassion plays an important role in preventing impulsive buying behavior and supporting adolescents’ psychological development in the digital era.