PENGARUH KONTROL DIRI TERHADAP PERILAKU KONSUMTIF BELANJA ONLINE MELALUI MARKETPLACE SHOPEE PASA MAHASISWA

Shopping for goods and services is now easier and faster because markets are not
only in physical form such as minimarkets, malls, and traditional markets, but are also
available in electronic from connected to the internet for 24 hours. Marketplace in easy and
fast shopping platform, even allowing shorter shopping time, so that shopping interest
increases. The phenomenon of increasing online shopping activity, especially among young
adults, shows a tendency for consumer behavirior to be influenced by various factors, one of
which is self-control. The importance of self-control that must be possessed by individuals to
be able to resist temptation and lust from within the individual. This study aims to determine
the effect of self-control on consumptive behavior of online shopping through the Shopee
marketplace in early adulthood. This study uses a quantitative design with a total of 210
research subjects. The data analysis used used the simple linear regression analysis method.
The results showed that self-control is a factor that can influence the consumptive behavior of
online shopping through the Shopee marketplace in early adulthood