Keywords
self-control
consumptive behavior
; tiktok live shop
generation Z
How to Cite
Abstract
This study examines the relationship between extrovert personality and self-control with consumptive behavior in purchasing fashion products through tiktok live shop among generation Z in Surabaya. The research employed a quantitative correlational design involving 122 participants aged 18–27 years selected through purposive sampling. Data were collected using the Extrovert Personality Scale (Eysenck & Wilson, 1975), Self-Control Scale (Averill, 1973), and Consumptive Behavior Scale (Fromm, 2008). Data analysis was conducted using multiple linear regression with SPSS version 30. The results showed a positive and significant simultaneous relationship between extrovert personality and self-control with consumptive behavior (R² = 0.708; F = 144.171; p < 0.001). Partially, extrovert personality (t = 2.384; p = 0.019) and self-control (t = 7.483; p < 0.001) both had significant positive relationships with consumptive behavior. The positive direction of self-control indicates that individuals with higher self-control tend to make more rational and planned purchases rather than impulsive ones. These findings suggest that Generation Z’s consumptive behavior on tiktok live shop reflects a form of psychological adaptation to digital culture, online social interaction, and identity expression.
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