PENGARUH BODY IMAGE TERHADAP IMPULSIVE BUYING BEAUTY PRODUCT PADA REMAJA PENGGUNA INSTAGRAM

Instagram as a visual-based social media platform that emphasizes ideal beauty standards may influence adolescents’ body perceptions and consumption behavior. This condition increases adolescents’ vulnerability to negative body image, which can lead to impulsive buying, particularly of beauty products. This study aimed to examine the effect of negative body image on impulsive buying of beauty products among adolescent Instagram users. This research employed a quantitative correlational design involving 424 adolescents aged 12–21 years who actively use Instagram. A non-probability sampling technique with purposive sampling was used to select the participant. Data were collected using body image and impulsive buying beauty product scales and analyzed using simple linear regression. The results showed that negative body image significantly affected impulsive buying of beauty products among adolescents with a probability value of p < 0.05 and contributed 9,04% to impulsive buying behavior. These findings indicate that higher levels of negative body image are associated with higher impulsive buying tendencies. The implications of this study suggest that promoting positive body image is essential to reduce impulsive consumption behavior among adolescents on social media, particularly Instagram.