The Influence of Self-Control and Conformity on Impulse Purchases of Cosmetic Products in Women

These day people shopping not only to fulfill needs but also desires which makes someone behaving impulsively when they buying something. Self-control and conformity are two things that influence the tendencies of impulsive bullying. This study aims to test empirically the effect of self-control and conformity on impulsive buying of cosmetic products in women. This study involved 127 respondents. The sampling technique in this study is purposive sampling and used data analysis techniques in the form of multiple linear regression. The results of the study proved that conformity and self-control jointly influenced women's impulsive buying tendencies.