HUBUNGAN BEDTIME PROCRASTINATION DENGAN IMPULSIVE BUYING PENGGUNA S-COMMERCE PADA AKTIVITAS LIVE SHOPPING DI MALAM HARI

The development of digital technology has spurred the emergence of various social media, one of which is social commerce (s-commerce), which is the integration of social media and e-commerce into a single platform, with the most preferred platform being TikTok. The use of s-commerce enables buying and selling activities through direct interaction through interactive features such as live shopping. Live shopping activities often feature promotions with limited time limits that can encourage impulsive purchases. On the other hand, when individuals continue to be engrossed in playing social media, especially at night, it causes cognitive function to weaken, making emotions more dominant in decision-making, resulting in impulsive purchases. This study aims to analyze the relationship between bedtime delay and impulsive buying behavior in s-commerce users during live shopping activities at night, with a sample of 387 subjects. This study uses a quantitative approach with Accidental Sampling technique, data collection through online questionnaires to s-commerce users, with a measuring tool of a bedtime delay scale consisting of 9 items and a tendency to impulsive purchases consisting of 20 items. This study used a Pearson correlation test, resulting in a significant positive correlation coefficient of 0.294, this means that the higher the sleep delay, the higher the impulse buying behavior of e-commerce users at night.