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Abstract
Students have daily needs that to be consumed every day. Beside those daily needs that
have to be fullfilled, students also have the desire to purchase a certain product. The products seen
on the market are various increasingly, therefore so many students want to buy or just collect those
products, even though they actually don't need them. This study aims to determine the effect of selfcontrol and money attitude as predictors of impulsive buying in students in Karawang. The research
method used is a quantitative research method with associative research type, that is research that
aims to determine the effect or relationship between two or more variables. The population in this
study were female students in Karawang and the sampling technique used was quota sampling with
159 respondents. The data collection method was carried out using an impulsive buying scale of 22
items, a self-control scale of 24 items, and a money attitude scale of 28 items. Based on the Alpha
Cronbach formula, the impulsive buying scale reliability coefficient is 0.926, the self-control scale
is 0.828, and the money attitude scale is 0.913, meaning that these three scales are very reliable. The
results of data analysis show that self-control and money attitude can have an effect as predictors of
impulsive buying on female students in Karawang with significance value of 0.000 <0.05. The
influence of self-control and money attitude on impulsive buying in female students in Karawang is
48.2% and another 51.8% is influenced by other variables outside of this study.
Keywords: Impulsive buying, self-control, money attitude, karawang students
Mahasiswa mempunyai kebutuhan hidup yang perlu dikonsumsi setiap harinya, Selain
kebutuhan yang harus terpenuhi, mahasiswa juga memiliki keinginan untuk memiliki suatu produk
tertentu. Produk-produk yang terlihat di pasaran semakin beraneka ragam bentuknya, sehingga
banyak mahasiswa yang ingin membeli ataupun hanya sekadar mengoleksi produk tersebut,
walaupun sebenarnya mahasiswa tersebut tidak membutuhkannya. Penelitian ini bertujuan untuk
mengetahui pengaruh self-control dan money attitude sebagai prediktor terhadap impulsive buying
pada mahasiswi di Karawang. Metode penelitian yang digunakan adalah metode penelitian
kuantitatif dengan jenis penelitian asosiatif yaitu penelitian yang bertujuan untuk mengetahui
pengaruh atau hubungan antara dua variabel atau lebih. Populasi pada penelitian ini adalah
mahasiswi di Karawang dan teknik pengambilan sampel yang digunakan adalah quota sampling
dengan jumlah responden 159. Metode pengumpulan data dilakukan dengan menggunakan skala
impulsive buying sebanyak 22 item, skala self-control sebanyak 24 item, dan skala money attitude
sebanyak 28 item. Berdasarkan rumus Alpha Cronbach diperoleh koefisien reliabilitas skala
impulsive buying sebesar 0,926, skala self-control sebesar 0,828, dan skala money attitude sebesar
0,913, artinya ketiga skala ini sangat reliabel. Hasil analisis data menunjukkan bahwa self-control
dan money attitude dapat berpengaruh sebagai prediktor terhadap impulsive buying pada mahasiswi
di Karawang dengan nilai signifikansi 0,000 < 0,05. Adapun pengaruh self-control dan money
attitude terhadap impulsive buying pada mahasiswi di Karawang sebesar 48,2% dan 51,8% lainnya
dipengaruhi oleh variabel-variabel lain di luar penelitian ini.
Kata Kunci: Impulsive buying, self-control, money attitude, mahasiswi Karawang