PENGARUH POSITIVE EMOTIONS TERHADAP IMPULSIVE BUYING SAAT LIVE STREAMING E-COMMERCE PADA DEWASA AWAL DENGAN SELF CONTROL SEBAGAI MODERATOR

SABRINA, CHARIZHA DELLA (2025) PENGARUH POSITIVE EMOTIONS TERHADAP IMPULSIVE BUYING SAAT LIVE STREAMING E-COMMERCE PADA DEWASA AWAL DENGAN SELF CONTROL SEBAGAI MODERATOR. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Unplanned purchases, commonly referred to as impulsive buying, occur when individuals buy something spontaneously without prior planning. One internal factor that can influence impulsive buying is positive emotions. However, this effect may be altered depending on the level of self-control possessed by the individual. This study aims to examine the role of self-control as a moderating variable in the relationship between positive emotions and impulsive buying. Using accidental sampling, a total of 314 early adult respondents were obtained. The instruments used in this study were the Impulse Buying Tendency Scale (IBTS), the Brief Self-Control Scale (BSCS), and the Scale of Positive and Negative Experience – Positive (SPANE-P). The data were analyzed using Moderated Regression Analysis (MRA). The results of the study indicate that self-control moderates the negative effect of positive emotions on impulsive buying in the context of e-commerce live streaming. Key Word: Impulsive buying live streaming e-commerce, Positive emotions, Self control, Early Adults Pembelian yang tidak terencana, sering dikenal dengan istilah lain yang disebut dengan Impulsive buying. Impulsive buying terjadi dimana individu membeli sesuatu yang tidak direncanakan sebelumnya, atau secara tiba-tiba. Faktor internal yang dapat memengaruhi impulsive buying antara lain positive emotions, namun faktor tersebut dapat berubah dengan adanya self control yang dimiliki individu. Penelitian ini bertujuan untuk mengetahui peran self control sebagai variabel moderator antara pengaruh posiitve emoiton terhadap impulsive buying. Melalui teknik accidental sampling, diperoleh 314 responden dewasa awal. Alat ukur yang digunakan dalam penelitian adalah IBTS, BSCS, dan SPANE-P. Data penelitian dianalis menggunakan Moderated regression analysis (MRA). Hasil penelitian menunjukkan self control dapat memoderasi pengaruh negatif antara positive emotions terhadap impulsive buying dalam konteks live streaming di ecommerce. Kata kunci : Impulsive buying live streaming e-commerce, Positive emotions, Self control, Dewasa Awal

Item Type:	Thesis (S1)
Call Number CD:	FP/PSI. 25 129
NIM/NIDN Creators:	46121010164
Uncontrolled Keywords:	Impulsive buying live streaming e-commerce, Positive emotions, Self control, Dewasa Awal
Subjects:	100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.6 Psychology of Adults/Psikologi Dewasa 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.6 Psychology of Adults/Psikologi Dewasa > 155.66 Person in Middle Adulthood/Orang Di Usia Menengah Dewasa 300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 380.1-380.9 Standard Subdivisions of Commerce, Communications, Transportation/Subdivisi Standar Dari Perdagangan, Komunikasi, Transportasi > 380.1 Commerce (Trade)/Perdagangan
Divisions:	Fakultas Psikologi > Psikologi
Depositing User:	khalimah
Date Deposited:	10 Sep 2025 07:29
Last Modified:	10 Sep 2025 07:29
URI:	http://repository.mercubuana.ac.id/id/eprint/97630

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