<![CDATA[ABSTRACTOnline shopping sites are increasingly popping up lately. Many companies engaged in the sector of goods and services take advantage of this progress. A lot of interesting research can be done regarding online shopping sites. This study aims to analyze the impulse buying behavior by shopping life style and self-control toward online shop to the students in Denpasar Area. This research use 85 respondent through purposive sampling approach and regression techniques analysis. The conclusion is that shopping lifestyle has a positif efect on impulse buying behavior. Self-control has a positif efect on impulse buying behavior. Simultaneously shopping lifestyle and Self-control has positif efect on impulse buying behavior. Suggestions that can be conveyed to online shop owners are to further enhance the marketing and selling strategies of products through understanding lifestyle and self-control consumer to improve spontaneous buying online (impulse buying) that will increase sales of online products.Keywords: Shopping Lifestyle, Self-Control, Impulse BuyingABSTRAKSitus belanja online semakin banyak bermunculan akhir-akhir ini. Banyak perusahaan baik yang bergerak disektor barang maupun jasa memanfaatkan tantangan ini. Berbagai penelitian menarik dapat dilakukan terkait situs belanja online. Penelitian ini bertujuan untuk menganalisis perilaku impulse buying akibat dari shopping lifestyle dan self-control mahasiswa di daerah Denpasar terhadap situs belanja online. Penelitian ini menggunakan 85 responden melalui pendekatan purposive sampling dan teknik analisis regresi. Berdasarkan hasil penelitian, diperoleh kesimpulan bahwa shopping lifestyle berpengaruh positif terhadap perilaku impulse buying. Self-control berpengaruh positif terhadap perilaku impulse buying. Secara simultan shopping lifestyle dan self-control berpengaruh positif terhadap perilaku impulse buying mahasiswa pada situs belanja online. Saran yang dapat diberikan kepada pemilik situs belanja online agar lebih meningkatkan strategi pemasaran dan penjualan produk melalui pemahaman perilaku konsumen yang ditinjau dari gaya berbelanja (shopping lifestyle) dan kontrol diri (self-control) untuk mendorong perilaku belanja online secara spontan (impulse buying) sehingga berdampak pada meningkatnya penjualan produk online.Kata kunci: Shopping Lifestyle, Self Control, Impulse Buying]]>
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