Indonesia Conference Directory

ABSTRACT The background to this problem started from the discovery of the behavior of Unisba female students who make excessive purchases of cosmetic products without planning and consideration of the need for these products. Whereas they have received 7 (seven) semesters of Islamic Education, which contain Islamic values, which are expected to be able to receive anything God has given and are selective in buying cosmetics products according to their needs. The research method used is quantitative which aims to see the effect between gratitude and self control on impulsive buying behavior on cosmetic products. The characteristics of the sample are Unisba students who like to buy cosmetics. The result is the effect between gratitude and impulsive buying of 0.187 and the effect of self control with impulsive buying of -0.267. This means that the effect of each variable is low. Gratitude and self control have little effect on impulsive buying behavior at Unisba female students.