Emerging Adulthood and Identity Struggles: Body Image Effects on Impulse Buying Tendency Mediated by Self-Esteem

Maylina Ayunda Prastika; Mochammad Sa'id

doi:10.17977/um023v13i22024p%p

Emerging Adulthood and Identity Struggles: Body Image Effects on Impulse Buying Tendency Mediated by Self-Esteem

Maylina Ayunda Prastika, Mochammad Sa'id

Abstract

Emerging adulthood is a developmental age range that is identical to the period of searching for self-identity, prone to engaging in impulse buying behavior. Factors that are likely to influence impulse buying tendencies are body image with self-esteem as a mediator. Therefore, this study aims to determine how the influence of body image dimensions on impulse buying tendencies mediated by self-esteem in 100 emerging adults aged 18-25 years in Malang City. This study used a quantitative approach with the sampling technique used, namely incidental sampling. There are three scales used in this study which were previously adapted by researchers, namely the Rosenberg Self-Esteem Scale (RSES), the Impulse Buying Tendency Scale (IBT), and the Multidimensional Body-Self Relations Questionnaire-Appearance Scale (MBSRQ-AS). The analysis technique used in this study is mediation analysis with the bootstrapping method with the help of PROCESS V4.3 for SPSS software. The results of this study indicate that self-esteem has a full mediating role in the influence of one of the body image dimensions, namely the appearance evaluation dimension on impulse buying tendencies in emerging adults in Malang City. This means that emerging adults who have low appearance evaluations tend to have low levels of self-esteem. Then, emerging adults who have low levels of self-esteem tend to engage in impulse buying behavior. This also applies vice versa.

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DOI: http://dx.doi.org/10.17977/um023v13i22024p%25p