This study aims to examine the role of  the intensity of watching TikTok content about skincare products and self-control as a moderating variable in impulsive buying behavior among university students. The participants consisted of 270 students aged 18-24 years who had previously viewed TikTok skincare content. Researchers used scales to measure impulsive buying, viewing intensity, and brief self-control. The findings indicated a positive relationship between the interaction of viewing intensity and impulsive buying, with self-control showing a significant role as a moderating variable (???? = -0.1891, p < 0>">   This study aims to examine the role of  the intensity of watching TikTok content about skincare products and self-control as a moderating variable in impulsive buying behavior among university students. The participants consisted of 270 students aged 18-24 years who had previously viewed TikTok skincare content. Researchers used scales to measure impulsive buying, viewing intensity, and brief self-control. The findings indicated a positive relationship between the interaction of viewing intensity and impulsive buying, with self-control showing a significant role as a moderating variable (???? = -0.1891, p < 0>">
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Peran Moderasi Kontrol Diri dalam Hubungan Antara Intensitas Menonton Konten TikTok Produk Perawatan Kulit dengan Perilaku Pembelian Impulsif Mahasiswa

CARMELIA EDITH KUSUMANING AYU, Dr. Ridwan Saptoto, S.Psi., M.A., Psikolog

2024 | Skripsi | PSIKOLOGI

Penelitian ini bertujuan untuk melihat peran intensitas menonton konten TikTok produk perawatan kulit dan kontrol diri sebagai variabel moderasi terhadap munculnya perilaku pembelian impulsif pada mahasiswa. Partisipan penelitian ini berjumlah 270 mahasiswa, berusia 18-24 tahun dan pernah menonton konten TikTok produk perawatan kulit. Peneliti menggunakan alat ukur skala pembelian impulsif, skala intensitas menonton, dan skala brief self control. Temuan dari penelitian ini menunjukkan adanya hubungan positif antara interaksi intensitas menonton dan pembelian impulsif serta kontrol diri menunjukkan adanya peranan yang signifikan sebagai variabel moderasi (???? = -,1891, p < 0 class="Apple-converted-space"> 

This study aims to examine the role of  the intensity of watching TikTok content about skincare products and self-control as a moderating variable in impulsive buying behavior among university students. The participants consisted of 270 students aged 18-24 years who had previously viewed TikTok skincare content. Researchers used scales to measure impulsive buying, viewing intensity, and brief self-control. The findings indicated a positive relationship between the interaction of viewing intensity and impulsive buying, with self-control showing a significant role as a moderating variable (???? = -0.1891, p < 0>

Kata Kunci : Media Sosial, TikTok, Pembelian Impulsif, Kontrol Diri

  1. S1-2024-459586-abstract.pdf  
  2. S1-2024-459586-bibliography.pdf  
  3. S1-2024-459586-tableofcontent.pdf  
  4. S1-2024-459586-title.pdf