HARGA DIRI DAN KONFORMITAS TERHADAP PEMBELIAN IMPULSIF FASHION THRIFT

The development of social media has also had an effect on the fashion sector, namely by the emergence of the thrift fashion trend. Branded goods at low prices cause buyers to ignore functional aspects and make impulsive purchases. Unplanned purchases occur spontaneously and quickly without thinking about the consequences that will be received in the future. Factors thought to influence impulse buying are self-esteem and conformity. The purpose of this research is to determine the influence of self-esteem and conformity on impulse buying of fashion thrift. Use quantitative approach techniques for regression studies. The subjects of this research were 274 who were taken using an accidental sampling technique with the criteria being that they lived in Malang were aged 20-24 years and bought thrift fashion products. The instruments used in this research are the self-esteem scale, conformity scale, and the impulse buying tendency. Data analysis used multiple linear regression tests and it found that there was an influence of self-esteem and conformity on impulsive fashion thrift purchases with a value of F = 359.881 and a significance of 0.000 (p<0.05). Self-esteem and conformity provide an effective contribution of 72.1% to impulse fashion thrift purchases.