THE ROLE OF SELF-CONTROL IN THE DIGITAL CONSUMPTIVE BEHAVIOR (TIKTOK SHOP) OF GENERATION Z: A LITERATURE REVIEW
Keywords:
Consumptive behavior, Self control, Generasi Z, Tiktok.Abstract
Consumptive behavior is impulsive action without considering needs and wants. This condition is felt by Generation Z, who always want to follow trends in satisfying their needs and wants through digital platforms. One platform that is currently easily accessible is TikTok, which offers live shopping with entertainment videos, reviews from creators, and live broadcasts from sellers, allowing users to make purchases quickly without switching platforms. This has an impact on the imbalance between income and expenditure, leading to wastefulness. One of the internal factors that influence consumptive behavior is self-control. Good self-control can control an individual's actions in buying goods according to their needs, not just based on their desires. This article aims to examine in more depth the role of self-control as a factor that can control the consumptive behavior of Generation Z on the TikTok Shop platform. The method used in this study is a literature review by examining relevant scientific articles. The results of the study show that self-control plays an important role in controlling the digital consumptive behavior of Generation Z. Individuals with low self-control can increase consumptive behavior in using TikTok Shop, while individuals with good self-control are able to control their urge to shop and support wiser shopping decisions.
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