The Influence of Peer Conformity and Independent Financial Capability on Impulsive Purchases of TikTok Shop Fashion Products among University Students in Tegal Regency

Abstract

The rapid development of TikTok Shop as a social-commerce platform has influenced changes in purchasing patterns among university students, particularly in relation to fashion products. Impulsive purchasing behavior may be associated with social influences from peers as well as students’ ability to manage their personal finances. This study looks at how peer pressure and students' financial independence affect their tendency to buy fashion items on TikTok Shop in Tegal Regency. This study used a quantitative research approach that involved conducting surveys. The study included 371 university students who were chosen using a method called proportionate stratified random sampling. Data was collected through structured questionnaires and then analyzed using multiple linear regression. The study shows that when people conform to their peers, it tends to encourage more impulsive buying, but having financial independence does not seem to make much of a difference. When looked at together, peer conformity and financial independence play a big role in how students in Tegal Regency make impulsive purchases of fashion items on TikTok Shop. These results help us understand what factors influence university students' tendency to make impulsive purchases when using social-commerce platforms