PENGARUH KONFORMITAS TEMAN SEBAYA TERHADAP PERILAKU KONSUMTIF PADA REMAJA DIMODERASI OLEH KONTROL DIRI

Consumptive behavior among teenagers today is on the rise, in line with the rapid influence of social media and social pressure. Teenagers tend to buy goods or services not only because of necessity, but also to gain recognition from their peers. In this situation, peer conformity becomes an important factor driving consumerist behavior, as individuals strive to align themselves with the norms and expectations of the group. Many teenagers acknowledge that they become consumerist due to peer influence. Therefore, to reduce consumerist behavior among teenagers influenced by peer conformity, teenagers need to develop self-control to weaken such impulses. This study aims to determine the role of self-control as a moderator of the influence of peer conformity on consumer behavior among adolescents. The study involved 138 adolescents, using accidental sampling as the sampling technique. The instruments used included the peer conformity scale, the consumer behavior scale, and the Brief Self-Control Scale (BSCS). Based on the results of Moderated Regression Analysis (MRA), the results show that self-control acts as a moderator with a β value of -0.079 (p = 0.013). In this case, self-control weakens the influence of conformity on consumptive behavior.