HUBUNGAN KONTROL DIRI TERHADAP PERILAKU KONSUMTIF GEN Z DI PLATFORM E-COMMERCE DENGAN FITUR PAY LATER

Humans, as individuals, have various needs, ranging from primary to tertiary needs. Generation Z, who are accustomed to technology and the convenience of online shopping, tend to be more vulnerable to consumptive behavior, especially in utilizing features like pay later. This study aims to examine the relationship between self-control and consumptive behavior among Gen Z on e-commerce platforms with pay later features. This research uses a quantitative approach with 388 respondents, aged 18-25, who actively use pay later on e-commerce platforms. The sampling technique used is accidental sampling. The instruments in this study use scales based on the consumptive behavior teori and aspects from Blackwell and self-control from Averill. The analysis uses simple linear correlation analisys to evaluate the relationship between self-control and consumptive behavior. The results show a significant negative relationship between self-control and consumptive behavior among Gen Z on e-commerce platforms with pay later features (r = -0.892; p < .001). This indicates that the higher the self-control of Gen Z, the lower their tendency to engage in consumptive behavior on e-commerce platforms with pay later features. Future research studies can add moderating variables such as fear of missing out, materialism, or socioeconomic status to clarify the relationship between self-control and consumptive behavior.