PENGARUH SELF CONTROL TERHADAP PERILAKU KONSUMTIF PRODUK PAKAIAN SECARA ONLINE PADA MAHASISWA

Globalization brings changes in various aspects of human life. At present, student lifestyles and habits follow the times when student life, which used to be simple, has become excessive and has led to consumer behaviour, one of which is clothing. One of the factors that can influence consumer behaviour for online clothing products is self-control. This research aims to determine the effect of self-control on students' online consumption behaviour of clothing products. The sampling technique used insidental sampling with a total of 395 respondents. Data collection used the Self-Control Scale (SCS) and Consumptive Behavior Scale (CBS) instruments. This study's results indicate a significant influence of Self Control on Online Clothing Consumptive Behavior of 0.000 (p<0.05). Apart from that, data was obtained that self-control had an influence of 31.8% on online clothing consumptive behaviour; the remainder (68.2%) was influenced by other variables not examined in this study.