Unlocking Impulse Buying: The Role of Self Control,

Shopping Lifestyle, and Age in Purchase Decisions at

Miniso
Titis Shinta Dhewi1,* Qowa’id Al Farodis2, Habib Fitriana Azzahra3
1,2,3
Faculty Economics and Business, Universitas Negeri Malang
*
Corresponding author. Email: titis.shinta.fe@um.ac.id

ABSTRACT
This study aims to investigate the relationship between self-control, impulse buying, and shopping lifestyle among
Miniso visitors in Malang City. The research adopts a quantitative approach with descriptive and explanatory research
methods. The sample consists of 220 respondents, divided into 110 adolescents aged 10-19 years and 110 adults aged
over 19 years. Partial Least Square Structural Equation Modeling (PLS-SEM) analysis is used to test and analyze the
direct and indirect effects of the independent variable (self-control) on the dependent variable (impulse buying)
through the intervening variable (shopping lifestyle), as well as the moderating effect of age groups. The study
findings indicate that Miniso visitors in Malang City exhibit very high self-control, with high levels of impulse buying
and shopping lifestyle. Understanding these factors can assist retail business owners in formulating effective strategies
to attract and retain consumers amidst intense market competition.

Keywords: Age Group, Self Control, Impulse Buying, Shopping Lifestyle.

1. INTRODUCTION through unplanned purchases, commonly known as

impulse buying.
The projection by the Central Statistics Agency
(BPS) stated that Indonesia's population reached 275.77 Many factors cause impulse buying, it can be
million in 2022 [1]. This figure makes Indonesia a internal and external. One of the internal factors that
significantly large market. Based on the Mandiri influence impulsive buying behavior is poor self-
Spending Index as of December 25, 2022, the frequency control, which leads to deviations from the initially
shopping index of the community was 171.5, with a planned purchase decision [5]. With weak self-control
shopping value index of 142.3 [2]. According to the in customers, impulsive purchases are more likely to
Global Retail Development Index 2019, Indonesia occur. This can be leveraged by retailers to attract
ranked 5th, with retail sales reaching US$ 396 billion, or customers, either through in-store stimuli or sales
approximately 5.5 quadrillion rupiahs [3]. With such promotion programs to entice consumers.
high values, it indicates that Indonesia possesses a vast Consumer needs influence shopping lifestyle. The
market share, which attracts both local and foreign emergence of new fashion trends encourages consumers
retailers to expand their businesses in Indonesia. to constantly follow them. Shopping lifestyle can be
The rapid development of retail businesses is influenced by its environment. Friends or social
undoubtedly influenced by various consumer behaviors. environment have an impact on impulsive buying [6].
Beyond merely fulfilling basic needs, shopping has now As a result of these environmental influences, an
become a form of recreation and a reflection of lifestyle individual's self-control will unavoidably affect their
[4]. The ever-evolving new lifestyles prompt consumers lifestyle, including their shopping lifestyle. The stronger
to constantly keep up with the changes. The dependency their self-control, the less susceptible they are to
on ever-changing fashion trends leads some individuals environmental influences.
to exhibit hedonic behaviors and be motivated to One of the foreign retailers that has entered
constantly update and follow the latest fashion styles Indonesia and grown rapidly is MINISO. MINISO is a
retail store that sells various general merchandise and
© The Author(s) 2023
I. Zutiasari and D. T. Kurniawan (eds.), Proceedings of the BISTIC Business Innovation Sustainability and Technology International Conference (BISTIC
2023), Advances in Economics, Business and Management Research 267,
https://doi.org/10.2991/978-94-6463-302-3_11
 Unlocking Impulse Buying: The Role of Self Control, Shopping Lifestyle 79

fashion items, ranging from daily necessities, cosmetics, 1. Activities, it is a lifestyle defined by how people
stationery, digital products, and more. Miniso offers spend their time.
trendy products that cater to various lifestyles. MINISO 2. Interest, it is what they consider important in their
outlets are frequented not only by teenagers but also by environment.
all age groups, each with different levels of self-control, 3. Opinion, it is what they think about themselves and
which can impact impulse buying behaviors [7]. the world around them.
This research aims to examine consumer self-control 2.4 Self Control and Impulse Buying
in facing the phenomenon of impulse buying in
The research results indicate that self-control has a
MINISO, through shopping lifestyle and moderated by
negative relationship with impulsive buying [13]. Thus,
age group.
the higher an individual's level of self-control, the lower
2. LITERATURE REVIEW the tendency to impulsively buy, while lower self-
control is associated with a higher tendency to
2.1 Self Control impulsively buy. Weak self-control also makes
Self-control can be defined as an individual's individuals more susceptible to persuasive stimuli [14].
capacity to postpone, alter, or adapt their actions, focus, Based on these research findings, it can be concluded
feelings, and cognitive approaches in order to achieve that self-control is a crucial factor in restraining
long-term objectives. [8]. In other words, self-control impulsive purchases. Considering the aforementioned
comes solely from within a person. There are three relationship, the first hypothesis of this study is:
indicators of self-control, namely [8]:
1. Behavioral control, which is the ability to control H1: Self-control has a negative and significant effect on
behavior when the influence to purchase a certain impulse buying.
item impulsively becomes uncontrollable. 2.5 Self Control and Shopping Lifestyle
2. Cognitive control, the ability to process obtained
information, such as discounts or others, and then Shopping lifestyle tends to be variable and influenced by
process that information first to reduce shopping its surrounding environment. The social environment,
pressure. including friends and family, plays a significant role in
3. Decisional control, the ability to choose a course of shaping impulsive buying behavior [6]. The influence of the
action based on what one desires, and the ability to social environment can drive individuals to follow current
suppress desires when the urge to purchase is high. trends, make impulsive purchases, or shop based on the
opinions of others. With the presence of these environmental
2.2 Impulse Buying influences, an individual's level of self-control also becomes a
Impulsive shopping is defined as a purchase decision crucial factor in managing their shopping lifestyle [15].
made in-store without clearly realizing the need for that Individuals with low self-control are more susceptible to the
purchase before entering the store. [9]. The phenomenon influences of their surroundings, leading to fluctuations in their
of impulsive buying refers to consumers who suddenly shopping lifestyle based on environmental impulses. Based on
experience an intense and unstoppable urge to buy the explanations above, the second hypothesis of this study is:
something. The research resulted in a measurement
scale to assess impulse buying, which includes [10]: H2: Self-control has a negative and significant effect on
shopping lifestyle.
1. Affective, which refers to the psychological process
within an individual that pertains to emotions, 2.6 Shopping Lifestyle and Impulse Buying
feelings, and mood. Impulsive buying is largely linked to the shopping
2. Cognitive, which refers to the psychological process lifestyle [15]. The shopping lifestyle has become one of
within an individual that pertains to the structure and the most favored preferences, where people are willing
mental processes, including thinking, understanding, to sacrifice something to fulfill this lifestyle, which
and interpretation. tends to lead to impulse buying. The current shopping
2.3 Shopping Lifestyle lifestyle is used to adjust social status by choosing
famous brands. This phenomenon tends to encourage
The shopping lifestyle of an individual is the emergence of impulse buying behavior, where
characterized by their consumption patterns that reflect consumers tend to make spontaneous purchasing
their choices regarding time and money. Economically, decisions without careful consideration [11]. In the
commercial lifestyle indicates how a person distributes pursuit of attaining and maintaining a certain lifestyle,
their income, both in terms of budget allocation to consumers often get trapped in impulsive buying
different products and services, as well as in terms of patterns. Based on the explanation of the relationship
specific alternatives for distributing it. Distinguish above, the third hypothesis of this study is:
similar categories [11]. Lifestyle is depicted with the
following dimensions [12]:
80 T. S. Dhewi et al.

H3: Shopping lifestyle has a positive and significant of shopping lifestyle, and the moderating variable of age
effect on impulse buying. group, as explained in the research map in the following
Image 1.
2.7 Self Control terhadap Impulse Buying
melalui Shopping Lifestyle
A high lifestyle influenced by its environment will
also lead to different shopping styles. The individual's
desire to always keep up with the times, especially in
the ever-evolving fashion industry, can shape their
shopping lifestyle. In impulse buying, to satisfy these
desires, an individual's strong self-control can suppress
the urge to engage in impulse buying, which can also be
influenced by their shopping lifestyle. Based on the
explanation of the relationship above, the fourth
hypothesis of this study is:
H4: Self-control has a negative and significant effect on
impulse buying through shopping lifestyle. Figure 1 Research Map
2.8 Self Control terhadap Impulse Buying The research instrument used in the questionnaire
dimoderasi Age Group was developed based on the indicators previously
explained. These indicators were elaborated into several
The self-control within individuals varies across age
items with response options using a Likert scale.
groups, including between teenagers and adults. This is
Respondents were required to choose one of the
influenced by the development of individuals and their
available response options.
ability to resist impulsive buying tendencies. Significant
differences are found in their mood states, shopping The data obtained from respondents' answers was
purposes, and perceived constraints, which can processed using WrapPLS software to perform the
moderate impulsive shopping behavior [16]. This study evaluation of the measurement model (outer model),
also shows that impulsive shopping among adolescents structural model testing (inner model), and hypothesis
is a behavior often used to cope with stress and the testing.
need to improve their mood, further emphasizing that
impulsive shopping Their contracts are more related to 4. RESULT
perceived limitations than those of adult buyers. Based
on the explanation of the relationship above, the fifth 4.1. Descriptive Statistical Analysis
hypothesis of this study is:
The questionnaire results through Google Form
H5: Age group moderates the influence of self-control
show respondent data in this study based on gender as
on impulse buying.
follows:

3. RESEARCH METHODOLOGY Table 1. Distribution of Respondent Data

This research employed a mixed-method design, Gender Frequency Percentage

including descriptive and explanatory research with a Male 94 42.73
quantitative approach using a questionnaire. The study Female 126 57.27
consisted of 25 Likert scale questions distributed to 220
Total 220 100
respondents. The sample was divided equally into two
groups, with 110 respondents aged 10-19 as teenagers
and 110 respondents aged above 19 as adults, as this Based on the table above, there is a tendency for
study adopted a multigroup approach. The sampling more Miniso visitors who have impulse buying behavior
technique used was Non-Probability Sampling, from the female group, with a total of 126 or 52.27% of
specifically purposive sampling, with predefined criteria respondents, compared to 94 or 42.73% of male
for selecting respondents.: respondents. This indicates that the impact of impulse
buying on shopping lifestyle among adolescents in
1. Have visited MINISO. Malang City is dominated by females rather than males
2. Have engaged in impulse buying at MINISO.
The research questionnaire consists of 25 questions
Impulse buying is influenced by the independent with 5 answer choices using a Likert scale. Strongly
variable of self control, as well as the mediating variable disagree = 1, disagree = 2, neutral = 3, agree = 4, and
 Unlocking Impulse Buying: The Role of Self Control, Shopping Lifestyle 81

strongly agree = 5. Below is the distribution of mean I will compare the prices of each
values for each item of the variables self-control, IB7 product before deciding to make a 4,12
impulse buying, and shopping lifestyle. purchase
IB8 I only buy items when I need them 4,16
Table 2. Nilai Mean IB9 I purchase items based on their quality 3,92
I will not buy a product just because it
Self Control (SC) IB10 4,13
is cheap
Item Mean Grand Mean 4,09
I make purchasing decisions based on
SC1 4,55
the opinions of people close to me
Based on Table 2 above, the self-control of Miniso
I seek to find out the benefits of each
SC2 4,47 visitors in Malang City has a total average of 4.29,
product I want to buy first
I feel that my monthly income is indicating a very high level of self-control. Table 2
sufficient for living expenses, and I shows that the highest average is found in item SC1
SC3 4,25 with a score of 4.55, indicating that most respondents
have no worries about running out of
money always buy Miniso products based on other people's
I use my money to shop for useful opinions.
SC4 4,30
things
I do not force my desires over my The impulse buying of Miniso visitors in Malang
SC5 4,29
wishes City has a total average of 4.09, indicating a high level
The decisions I make are based on the
SC6 4,29 of impulse buying. Table 2 shows that the highest
consideration of their benefits and risks
average is found in item IB2 with a score of 4.25,
I am not easily influenced by others in
SC7 4,35 indicating that most respondents make purchases
making decisions
I seek information about the product I impulsively without considering other factors.
SC8 intend to buy before making the 4,08
purchase Shopping lifestyle of Miniso visitors in Malang City
I search for information about the has a total average of 4.19, indicating a high level of
SC9 product I intend to buy before making 4,11 shopping lifestyle. Table 2 shows that the highest
the purchase average is found in item SL1 with a score of 4.55,
When faced with two choices, I am not indicating that most respondents often make purchases
SC10 4,27
confused in dealing with them due to being influenced by advertisements.
Grand Mean 4,29
Shopping Lifestyle (SL)
Item Mean
4.2. Analisis PLS
I shop for fashion products offered 4.2.1. Outer Model
SL1 4,44
through advertisements
I am interested in shopping for fashion Table 3. Indicator Reliability
SL2 4,18
products with the newest models
I look for fashion products from well- Loading P
SL3 4,22 Item SE Explanation
known brands Factor Value
I shop for fashion products that have AG1 0,660 0,056 <0,001 Realiabel
SL4 4,07
the best quality SC1 0,178 0.059 <0,001 Realiabel
I shop for fashion products from more SC2 0,174 0.059 <0,001 Realiabel
SL5 4,05
than one brand
SC3 0,706 0.059 <0,001 Realiabel
Grand Mean 4,19
Impulse Buying (IB) SC4 0,716 0.059 <0,001 Realiabel
Item Mean SC5 0,761 0.059 <0,001 Realiabel
I often buy Miniso products online SC6 0,732 0.059 <0,001 Realiabel
IB1 4,13
without any specific reason SC7 0,716 0.059 <0,001 Realiabel
To purchase Miniso products, I don't SC8 0,647 0.006 <0,001 Realiabel
IB2 4,25
need to consider anything else SC9 0,747 0.059 <0,001 Realiabel
I often can't wait to buy Miniso products
SC10 0,700 0.059 <0,001 Realiabel
IB3 that I have seen advertised on social 4,10
media IB1 0.28 0.058 <0,001 Realiabel
Sometimes, I use my savings to fulfill IB2 0.059 0.059 <0,001 Realiabel
IB4 4,22
my consumptive needs IB3 0.215 0.059 <0,001 Realiabel
I feel disappointed after purchasing
IB5 3,99 IB4 0.089 0.059 <0,001 Realiabel
Miniso products
If I see new Miniso products, I want to IB5 0.043 0.059 <0,001 Realiabel
IB6 3,91
buy them immediately IB6 0.089 0.059 <0,001 Realiabel
82 T. S. Dhewi et al.

IB7 0.199 0.058 <0,001 Realiabel Shopping

0,732 0,610 0,745 (0,801)
IB8 0.099 0.058 <0,001 Realiabel lifestyle
IB9 0.097 0.058 <0,001 Realiabel
IB10 0.104 0.058 <0,001 Realiabel The variables Age Group, Self Control, Impulse
SL1 0.097 0.058 <0.001 Realiabel Buying, and Shopping Lifestyle have square root of
SL2 0.012 0.058 <0.001 Realiabel AVE values greater than the other variables, confirming
SL3 0.002 0.058 <0.001 Realiabel
their validity and indicating that respondents did not
encounter difficulties in answering the questionnaire.
SL4 0.022 0.059 <0.001 Realiabel
SL5 0.063 0.059 <0.001 Realiabel 4.2.2. Inner Model

In assessing the reliability of the indicators, the p- Table 7. Effect Size

value of this study is less than 0.05, indicating that these Variable Effect Size
items have a strong relationship with the measured Self Control – Impulse Buying 0,335
variables and are reliable. In this study, for the self-
Shooping Lifestyle – Impulse Buying 0,128
control variable, item SC5 is the most representative
Self Control – Shopping Lifestyle 0,250
indicator to measure self-control. For the impulse
buying variable, the most representative item is IB3.
Meanwhile, item SL1 is the most representative Based on the table above, the effect size value of the
indicator to measure shopping lifestyle. variable Self Control on Impulse Buying is 0.335
(<0.35), indicating moderate moderation. The effect size
Table 4. Internal Consistency Reliability value of the variable Shopping Lifestyle on Impulse
Buying is 0.128 (<0.15), indicating low moderation.
Variable Composite Reliability
Furthermore, the effect size value of the variable Age
Age Group 0,903
Group on Impulse Buying is 0.250 (<0.35), indicating
Self Control 0,942 moderate moderation.
Impulse Buying 0,921
Shopping Lifestyle 0,875 Table 8. Adjusted R-Squares and Q2 Predictive
Relevance
Based on the table above, it can be observed that the Variable R2 Q2
composite reliability values for the Age Group, Self Shopping Lifestyle 0,670 0,250
Control, Impulse Buying, and Shopping Lifestyle Impulse Buying 0,705 0,465
variables are greater than 0.7. Therefore, all the
indicators measuring these variables are considered
In the aspect of Adjusted R-squared, 67% of
reliable.
shopping lifestyle can be explained by self-control.
Table 5. Convergent Validity Meanwhile, 70.5% of impulse buying can be explained
by self-control and shopping lifestyle. The research
Variable AVE Explanation model also shows adequate predictive relevance as all
Self Control 0,671 Valid Q2 values are greater than 0.
Impulse Buying 0,662 Valid
Shopping Lifestyle Valid 4.3. Hypothesis Testing
0,698
The testing criteria state that if the path coefficient is
Based on the table above, it can be observed that all positive and the p-value is > 0.05, it can be concluded
variables have Average Variance Extracted (AVE) that there is a positive and significant influence of
values greater than 0.5. Therefore, all the indicators exogenous variables on the endogenous variable. The
measuring these variables are considered valid. results of testing the direct and indirect effects can be
observed in the following Table 9:
Table 6. Dicriminant Validity
Table 9. Path Coefficient
Age Self Impulse Shopping
Variable Path Indirect P-
Group Control Buying Lifestyle Result
Coefficient Coefficient value
Age Group (0,734) 0,500 0,645 0,532
X1-Y -0,120 - <0,001 Accepted
Self Control 0,500 (0,819) 0,510 0,520 X1-Z -0,500 - <0,001 Accepted
Impulse Buying 0,645 0,510 (0,813) 0,587 Z-Y 0,250 - <0,001 Accepted
 Unlocking Impulse Buying: The Role of Self Control, Shopping Lifestyle 83

X1-Z- Accepted 5.1. The influence of Self Control on Impulse

- 0,704 <0,001
Y Buying
X2* Accepted
-0,040 - <0,001
X1-Y The research findings suggest that self-control has a
negative relationship with impulsive buying [17].
H1 : There is a significant negative effect of self- Therefore, the higher an individual's self-control ability,
control on impulse buying among Miniso visitors in the lower the tendency for impulsive purchases, and
Malang city. Based on Table 9, the path coefficient is - conversely, the lower an individual's self-control ability,
0.120 with a P-value of < 0.001. Therefore, H1 is the higher their tendency for impulsive buying. The
accepted. This indicates that there is a negative and ability to exercise self-control is highly relevant in the
significant effect of self-control on impulse buying. In context of impulsive buying, as individuals with better
other words, higher self-control tends to decrease self-control tend to resist impulsive urges while
impulse buying. shopping.

H2 : There is a significant negative effect of Self This study also highlights the fact that a lack of self-
Control on Shopping Lifestyle among Miniso visitors in control makes individuals more susceptible to
Malang city. Based on Table 9, the path coefficient is - influences from their surrounding environment [14].
0.500 with a P-value of < 0.001. Therefore, H2 is This means that individuals with weaker self-control are
accepted. This indicates that there is a negative and more easily influenced by advertisements, product
significant effect of self-control on shopping lifestyle. In displays in stores, or recommendations from their peers,
other words, higher self-control tends to decrease making them more prone to giving in to impulsive
shopping lifestyle. purchases.
H3 : There is a significant positive effect of 5.2. The influence of Self Control on Shopping
Shopping Lifestyle on Impulse Buying among Miniso
Lifestyle
visitors in Malang city. Based on Table 9, the path
coefficient is 0.250 with a P-value of < 0.001. The influence of self-control on shopping lifestyle
Therefore, H2 is accepted. This indicates that there is a can have a significant impact on an individual's
positive and significant effect of shopping lifestyle on shopping behavior. When someone has low levels of
impulse buying. In other words, higher shopping self-control and tends to always make purchases based
lifestyle tends to increase impulse buying. on the opinions of others, it can affect their shopping
H4 : There is an indirect effect of Self Control on lifestyle. The respondents indicated having low self-
Impulse Buying through Shopping Lifestyle among control, making them more susceptible to the influence
Miniso visitors in Malang city. Based on Table 9, the of advertisements and the opinions of others in their
coefficient of the indirect effect of Self Control on product choices or shopping styles. Shopping based on
Impulse Buying through Shopping Lifestyle is 0.704 the opinions of others causes individuals to lose control
with a P-value of < 0.001. Therefore, H4 is accepted. over their purchasing decisions, resulting in wasteful
This means that self-control has a positive and spending and excessive shopping habits.
significant effect on impulse buying through shopping Furthermore, when an individual is exposed to an
lifestyle. In other words, lower shopping lifestyle due to environment that frequently encourages or exemplifies
better self-control tends to decrease impulse buying. impulsive buying behavior, they are more likely to be
H5 : Age group moderates the influence of self- influenced and follow the same patterns. Social
control on impulse buying. Based on Table 9, the environments can also create specific trends or
relationship between the variable self-control with popularize certain products, prompting consumers to
impulse buying with age as a moderating variable shows feel the urge to own items that are currently trending in
an indirect path coefficient of -0.04. Since the p-value is their surroundings, thus influencing their shopping
< 0.001, this result indicates that age has a significant lifestyle. The stronger their self-control, the more able
influence in moderating the relationship between self- they are to resist environmental influences.
control and impulse buying. Therefore, it can be
concluded that age group strengthens the relationship 5.3. The influence of Shopping Lifestyle on
between self-control and impulse buying. Impulse Buying
5. DISCUSSION Shopping lifestyle reflects the preferences, habits,
and values of consumers in making product purchases.
The purpose of this research is to investigate the Consumers with an impulsive shopping lifestyle tend to
influence of self-control on impulse buying through be more tempted to make impulsive purchases,
shopping lifestyle, moderated by age group, among especially when they come across products that align
MINISO consumers.
84 T. S. Dhewi et al.

with their lifestyle or the current trends they wish to can suppress their impulses in making impulsive
follow [15]. purchases. During adolescence, individuals are
undergoing a dynamic developmental stage, including
An impulsive shopping lifestyle is often associated
decision-making and self-control. They tend to be more
with consumers who strive to stay up-to-date and follow
impulsive due to being in a stage of exploration and
the latest fashion or trends. They are frequently enticed
self-identity seeking. The urge to try new things and be
and tempted by advertisements, product displays in
part of a specific social group can lead to a tendency for
stores, or recommendations from their social circle. A
impulsive buying. Additionally, the desire to keep up
shopping lifestyle that is more focused on fulfilling
with trends and popular lifestyles can also influence
desires and following trends can often lead to impulse
impulsive shopping behavior among teenagers.
buying behavior, where consumers make purchasing
decisions at Miniso without careful consideration or As a result, this study suggests that age is an
thorough planning.. important factor in changing the correlation between
self-control and impulsive buying behavior.
5.4. The influence of Self Control on Impulse
Buying through Shopping Lifestyle 6. CONCLUSION
The influence of self-control on impulse buying
through shopping lifestyle occurs due to the presence of This research reveals significant findings about the
a high lifestyle influenced by the surrounding factors influencing impulsive buying behavior among
environment. This high lifestyle causes a person's Miniso visitors in Kota Malang. The correlation
shopping style to become different. The individual's between self-control and traveler lifestyle is negative,
desire to constantly follow the trends of the time, but it does suggest that those with greater self control
especially in the ever-changing fashion industry, can tend to have lower impulse purchases. Furthermore, a
shape a unique shopping lifestyle for that individual. In positive relationship was found between shopping
the context of impulse buying, when individuals feel a lifestyle and impulsive buying behavior, with
strong desire to fulfill their needs or wants, having individuals with higher shopping lifestyles being more
strong self-control helps to suppress those desires, thus engaged in impulsive buying, influenced by their
preventing impulse buying. surroundings and social pressures. The study also
highlights the importance of understanding the role of
However, even though self-control plays a crucial age groups in moderating the influence of self-control
role in controlling impulse buying, the influence of on impulse buying, emphasizing the need for
shopping lifestyle cannot be ignored. The shopping appropriate marketing strategies. tailored to different
lifestyle an individual possesses can affect their purchasing preferences within specific age groups.
tendency for impulse buying. Their high and
environment-influenced shopping style makes them These findings provide valuable insights for retailers
more susceptible to impulse buying. In such situations, to design effective marketing approaches based on
even with strong self-control, the high shopping lifestyle varying levels of self-control and shopping preferences
can counteract their efforts to avoid impulse buying. within different age groups. By targeting promotions
In general, the impact of impulse purchases on and discounts on products that are likely to be impulse
consumer behavior through their lifestyle is complex buying choices, Miniso can attract consumer attention
and demonstrates self-control. When it comes to and encourage them to make immediate purchases.
shopping, self-control is particularly important as it Moreover, implementing attractive loyalty programs
helps reduce impulsiveness, but individual shopping and providing rewards to loyal customers can help
habits also affect the effectiveness of such control. Miniso build long-term relationships with consumers,
Hence, the role of shopping lifestyle cannot be enhance customer retention, and increase the frequency
disregarded in understanding impulse buying behavior, of visits to Miniso stores.
and it needs to be holistically considered when
designing more effective and targeted marketing To gain deeper insights into impulsive buying
strategies to address consumer shopping behavior. behavior among Miniso visitors and its influencing
factors, future research can expand the sample to
5.5. The Influence of Self Control on Impulse include other regions in Indonesia. Cross-city studies
Buying is moderated by Age Group will help determine the consistency or differences in
factors influencing impulsive buying behavior.
Self-control in human beings varies among age Additionally, involving other retail brands besides
categories, including teenagers and adults. These Miniso can compare impulsive buying behaviors across
differences are influenced by how individual different brands, providing valuable insights into
development unfolds and to what extent an individual consumer tendencies in various retail environments.
 Unlocking Impulse Buying: The Role of Self Control, Shopping Lifestyle 85

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buying behavior over time, offering a comprehensive Indonesia, 2003.
understanding of consumer purchasing patterns and [13] T. K. Dhandra, “Does self-esteem matter? A
trends. framework depicting role of self-esteem
between dispositional mindfulness and
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