Go to "Mixue" whenever I'm Stressed: Overview of Self-Control in Product Purchases

Abstract

Ruler of Empty Shophouses” is the name given to Mixue as a brand that sells ice cream and drinks. This designation was obtained due to the number of shophouses used for the sale of Mixue products in almost the same radius. The purchasing intensity of beverage products increases in line with the number of shops that compete in selling beverage products. The increase in purchases also resulted from the high purchasing power of the community, especially students. Students are often the target consumers for sweetened beverage products. The flexibility of time and the high level of conformity among students make students contribute more to the role of consumers. The absence of good self-control can cause harm to students if they continue to be consumers not based on need but because of habituation. This study wants to know about the description of student self-control in purchasing Mixue products. The method used is a qualitative research method with a phenomenological approach. The analysis used is IPA (Interpretative Phenomenological Analysis). The results of the study state that the form of student self-control is divided into behavioral control, cognitive control, and control in decision-making. In it, some things routinely support purchases, one of which is personal satisfaction.