Researching the Influence of Self-Esteem on Impulsive Buying, UMM Team Wins Competition

Author : Humas | Friday, December 13, 2024 09:01 WIB

The PKM team from Universitas Muhammadiyah Malang secures second place at the 2024 Pimtanas competition (Photo: Special).

In this era of advanced technology, there has been a significant rise in online shopping through e-commerce platforms. Interestingly, impulsive buying behavior is often observed among women. Recognizing this phenomenon, a team from the Student Creativity Program (PKM) at Muhammadiyah Malang University (UMM) saw the need to address this issue seriously. They conducted research exploring the influence of self-esteem on impulsive buying tendencies among women, particularly during twin-date events or double-date sales in Malang. This study earned them second place in the 2024 Pimtanas competition.

One of the students, Asri, explained that this research was inspired by the twin-date phenomenon, an annual event held monthly that offers massive discounts on e-commerce products. “We were inspired by the twin-date phenomenon, which drives a surge in e-commerce purchases. We wanted to understand how these events impact women's self-esteem,” she stated.

The research highlights the importance of self-esteem in influencing shopping behavior within society. Self-esteem refers to a person's sense of self-worth or how they perceive themselves, while impulsive buying is the act of purchasing items excessively without considering their utility beforehand. Based on the data they gathered, several factors influence self-esteem among women in Malang Raya, particularly in the context of online shopping. The desire to fulfill emotional needs or social status is often closely linked to how women perceive themselves.

"We found that online shopping has become a means for many women to express their lifestyle or social status. For instance, purchasing branded items or following the latest trends can boost their sense of self-worth, especially when these products are perceived as status symbols," they explained.

During the research process, they faced various challenges, such as conflicting class schedules and other obstacles. Despite this, they successfully delivered impressive results. Furthermore, Asri expressed hope that their research could provide insights for many people to better plan their spending, particularly to curb impulsive buying behavior caused by low self-esteem.

"We hope that women, especially in Malang Raya, can make wiser purchasing decisions when faced with twin-date promotions. We also want readers to understand how their level of self-esteem influences their tendency to buy impulsively," she concluded.(nam/wil/ind)

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