Hubungan Antara Kontrol Diri Dan Konformitas Kelompok Dengan Pembelian Impulsif Melalui E-Commerce Pada Mahasiswa Dimasa Pandemi Covid-19

At the beginning of the emergence of the COVID-19 pandemic, it had an impact on changing behavior in shopping in the community, when regulations limiting activities outside the home caused an increase in online shopping which increased impulsive buying in students and a lack of self-control and increased conformity in groups. This study is a quantitative study using the Multiple Linear Regression statistical analysis method which aims to determine the relationship between self-control and group conformity with student impulse buying during the covid-19 pandemic. The population in this study were active students of Muhammadiyah University of Surakarta aged 18-22 years, with a total sample of 104 students. The sampling technique used is Purposive Random Sampling with measuring instruments in the form of Impulsive Purchase Scale, Self Control Scale, and Group Conformity Scale. The major hypothesis of this study is that there is a significant relationship between self-control and group conformity with impulse buying through e-commerce for college students during the covid-19 pandemic. The minor hypotheses (1) there is a negative relationship between self-control and impulse buying through e-commerce, and (2) there is a positive relationship between group conformity and impulsive buying through e-commerce. Based on the results of data analysis, the major hypothesis is accepted, meaning that there is a significant relationship between self-control and group conformity with impulse buying through e-commerce. While the minor hypothesis (1) also proved that there was a significant negative relationship between self-control and impulse buying and the minor hypothesis (2) There was a significant positive relationship between group conformity and impulsive buying. The effective contribution of self-control and group conformity to impulse buying is 24.4%. Self-control contributed 21% and group conformity 3.4%, the remaining 75.6% was influenced by other factors, such as family, culture and personality. The level of impulse buying on the subject is included in the medium category, the level of self-control in the subject is included in the high category, and the level of group conformity on the subject is included in the low category