Abstrak Saat ini perkembangan pasar semakin kompleks, namun apabila hal ini tidak diimbangi dengan kemampuan konsumen untuk mengelola pembeliannya dapat menyebabkan munculnya pembelian impulsif. Penelitian ini bertujuan untuk menganalisis pengaruh nilai, kontrol diri, dan sikap terhadap pembelian impulsif generasi Baby Boomer, generasi X, dan generasi Y. Penelitian ini adalah studi kuantitatif dengan menggunakan desain crosssectional study. Pengambilan data dilakukan dengan wawancara

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... kuesioner di lima komplek perumahan di Surabaya, Jawa Timur. Responden adalah ibu rumah tangga sebanyak 90 orang yang terbagi dalam tiga generasi yang dipilih dengan menggunakan teknik penarikan contoh non-probability secara quota sampling. Hasil penelitian menunjukkan bahwa pada variabel kontrol diri, sikap, dan pembelian impulsif terdapat perbedaan yang signifikan antargenerasi. Uji pengaruh variabel nilai, kontrol diri, dan sikap terhadap perilaku pembelian impulsif menggunakan metode Stuctural Equation Modelling (SEM). Hasil menunjukkan variabel kontrol diri memengaruhi sikap dan pembelian impulsif secara signifikan. Kontrol diri berpengaruh positif terhadap sikap dan berpengaruh negatif terhadap pembelian impulsif. Kata kunci: generasi berbeda, kontrol diri, nilai, pembelian impulsif, sikap Abstract Currently, market developments are become complex, but if this is not balanced with the ability of the consumers to manage their purchases, it can cause impulsive purchases. The purpose of this study was to analyze the influence of values, self-control, and attitudes on impulsive buying behavior of the Baby Boomer generation, generation X, and generation Y. This study applied a quantitative study design and cross-sectional approach, data collection was applied by interviews with questionnaires. The location took place in Surabaya, East Java. This research was conducted in February 2019. Data retrieval applied directly interview on 90 housewife respondents which are divided into three generations, selected by quota sampling. The method which used to assest the influence between variables was Structural Equation Modeling (SEM). The research result found that the variables of self-control, attitude, and impulse buying there were significantly differences. It also found that self-control variables influence attitudes and impulsive buying significantly. Self-control positively influences the attitudes and negatively influences impulsive buying.