Pengaruh Gaya Hidup dan Kontrol Diri Terhadap Perilaku Konsumtif Generasi Z Pengguna TikTok Shop di Ponorogo

Abstract

Introduction: Advancements in information and communication technology have shifted consumer habits from conventional methods to digital-based ones. One rapidly growing platform is TikTok, featuring TikTok Shop, which enables users to conduct transactions quickly and conveniently. This environment can foster consumptive behavior, particularly among Generation Z, a demographic prone to following trends, drawn to visual content, and responsive to various promotional offers. This study aims to examine and analyze the influence of lifestyle and self-control on the consumptive behavior of Generation Z users of TikTok Shop in Ponorogo. Research Methods: This study employs a quantitative approach. Purposive sampling was used to select 112 Generation Z respondents who use TikTok Shop in Ponorogo. Primary data were collected through an online questionnaire. Data analysis was conducted using the multiple linear regression method with the aid of SPSS version 25 software. Results: The research results indicate that lifestyle has a significant effect on the consumptive behavior of Generation Z TikTok Shop users in Ponorogo. Furthermore, self-control does not have a significant effect on the consumptive behavior of Generation Z TikTok Shop users in Ponorogo. Finally, lifestyle and self-control simultaneously influence the consumptive behavior of Generation Z TikTok Shop users in Ponorogo. Conclusion: Lifestyle has a significant influence on the consumptive behavior of Generation Z TikTok Shop users in Ponorogo. Meanwhile, self-control does not influence the consumptive behavior of Generation Z TikTok Shop users in Ponorogo. Lifestyle and self-control simultaneously have a significant influence on the consumptive behavior of Generation Z TikTok Shop users in Ponorogo.