THE EFFECT OF RELIGIOSITY, MATERIALISM AND SELF-ESTEEM ON IMPULSIVE BUYING BEHAVIOR OF THE MILLENNIAL GENERATION IN LAMONGAN REGENCY

Abstract

The study to purpose determine the effect of religiosity, materialism and self-esteem on impulsive buying behavior in the millennial generation in Lamongan Regency. This type of research is quantitative research. The population in this study was the millennial generation in Lamongan Regency by distributing questionnaires with a sample of 96 respondents. Statistical analysis in this study includes validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis test, determination coefficient test, t test, and f test using SPSS 22 software analysis. The results of this study partially show that religiosity, materialism, and self-esteem have a significant effect on impulsive buying in the millennial generation in Lamongan Regency of t count > t table (t count X ₁ = 4.760, X _{2 =} 3.951 _, X _{3 =} 6.921 > t table 1.986). Simultaneously f count (36.472) > f table (2.70), then the self-esteem variable has a dominant influence on impulsive buying behavior in the millennial generation in Lamongan Regency of (X ₃ = 0.722) this shows that individuals who have low self-esteem are more easily influenced by impulsive buying urges.