HUBUNGAN ANTARA REGULASI DIRI DAN PEMBELIAN IMPULSIF TERHADAP PRODUK SKINCARE PADA MAHASISWA

This study aims to determine the relationship between self-regulation and impulsive buying of skincare products in college students. The subjects of this research are active students of UIN Sunan Kalijaga Yogyakarta. This research is a quantitative research using a sampling technique in the form of accidental sampling. There were 137 students of UIN Sunan Kalijaga Yogyakarta who were involved in this research. Data were collected using a self-regulation scale which has an alpha coefficient of 0.889 and an impulse buying scale with an alpha coefficient of 0.835. The statistical analysis technique used is a simple regression analysis technique. The results of the analysis show that there is a significant relationship between self-regulation and impulsive buying of skimcare products for students with a significance value of 0.001 (p