PENGARUH KONTROL DIRI TERHADAP PERILAKU KONSUMTIF PADA GENERASI Z

Consumptive behavior among Generation Z has become an increasingly prominent
phenomenon alongside technological advancements and easy access to e-commerce and
social media. This study aims to determine the effect of self-control on consumptive behavior
among Generation Z in Malang City. The research method used was quantitative with a
correlational approach. The sample consisted of 351 respondents selected using a
convenience sampling technique. The instruments used were a self-control scale and a
consumptive behavior scale, both of which had been tested for validity and reliability. Data
analysis was conducted using simple linear regression. The analysis results showed that self
control had a significant effect on consumptive behavior with an F value of 19.129 and a
significance level (p) < 0.001. The coefficient of determination (R²) was 0.046, indicating that
self-control contributed 4.6% to consumptive behavior, while the remaining 95.4% was
influenced by other factors outside this study. These findings indicate that the higher the
individual's level of self-control, the lower their tendency toward consumptive behavior