The Effect of Conformity and Financial Literacy on Impulsive Buying Behavior

This research aims to see whether conformity and financial literacy affect impulsive buying behavior among university students. The approach is quantitative with a correlational model. The population in this research was students at Universitas Negeri Malang. The sampling technique used was purposive sampling with a total sample of 228 people. Research data were collected through conformity, financial literacy, and impulsive buying scales. The data analysis technique uses multiple linear analysis, where conformity and financial literacy results positively affect impulsive buying behavior. In the F-test, the conformity and financial literacy results have a simultaneous positive relationship to impulsive buying behavior, with a significance of .000, while in the partial t-test, the conformity and financial literacy results show a significant effect on impulsive buying with a significance value of .000 and .009.