THE EFFECT OF PEER CONFORMITY ON IMPULSIVE BUYING BEHAVIOR IN KIP COLLEGE STUDENTS
Keywords:
Impulsive Buying, KIP Kuliah, Peer Conformity.Abstract
The development of e-commerce, social media, digital promotions, and convenient payment methods can encourage impulsive buying behavior, including among KIP Kuliah scholarship recipients who need to manage their financial assistance wisely. One external factor that may be associated with this behavior is peer conformity. Previous studies have shown an association between peer conformity and impulsive buying tendencies among university students; however, research examining the influence of peer conformity on impulsive buying behavior among KIP Kuliah recipients in the Kedu region remains limited. This study aimed to determine the influence of peer conformity on impulsive buying behavior among KIP Kuliah recipients in the Kedu region. This study employed a quantitative approach with a correlational design. The sample consisted of 225 KIP Kuliah recipients from the 2022–2025 cohorts studying at higher education institutions in the Kedu region, selected using accidental sampling. Data were collected using a closed-ended questionnaire with a four-point Likert scale. Data were analyzed using SPSS version 26.0 through the Kolmogorov–Smirnov normality test, heteroscedasticity test, simple linear regression, and coefficient of determination. The results showed that peer conformity had a positive and significant influence on impulsive buying behavior, with a regression coefficient of 0.112 and a significance value of 0.024. The R² value of 0.023 indicated that peer conformity contributed 2.3% to impulsive buying behavior, while the remaining 97.7% was explained by other factors not examined in this study.
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Copyright (c) 2026 Farah Khoirun Nisa, Patria Jati Kusuma, Itsna Iftayani (Author)
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