THE INFLUENCE OF SELF ESTEEM AND SELF CONTROL TOWARD COMPULSIVE BUYING ON Z GENERATION
Abid Datul Mukhoyaroh1*, Ria Arifianti2, Tetty Herawaty2, Rivani2

1. Universitas Pesantren Tinggi Darul Ulum and Universitas Padjadjaran
2. Universitas Padjajaran
*Coresponding Author Email: abiddatul[at]fia.unipdu.ac.id

Abstract

Compulsive buying is a continuous and repetitive purchase as the main response of events and negative feelings of customers. It is difficult to stop and potentially has led to severe financial problems. In general, this study aims to analyze the influences of self-esteem and self-control towards compulsive buying on Z generation. This sectional study was using direct interview technique with questionnaires as a tool to collect the data. The research location was in Jombang District. The study was conducted from January to April 2022. The samples of this study are 90 respondents of Z generation that were taken using the quota sampling technique. The data was analyzed using SEM method through Smart-PLS program. Based on the results, there are low compulsive buying tendencies of all respondents. There is a significant positive effect on self-esteem toward compulsive buying. The self-control has a significant positive effect towards compulsive buying.

Keywords: Compulsive buying, Self-esteem, Self-control

Topic: Marketing Management