Dayinta, Rahma Gatra (2026) Hubungan Antara Kepribadian Ekstrovert Dan Kontrol Diri Dengan Perilaku Konsumtif Produk Fashion Melalui Tiktok Live Shop Pada Generasi Z di Surabaya. (The Relationship Between Extraverted Personality and Self-Control and Fashion Product Consumptive Behavior Through Tiktok Live Shopping Among Generation Z In Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
The phenomenon of TikTok Live Shop has transformed consumption patterns among Generation Z, particularly in fashion purchases that tend to be impulsive and symbolic. Consumptive behavior in this context is influenced by internal psychological factors, especially extraverted personality and self-control. This study aimed to examine the relationship between extraverted personality and self-control with consumptive behavior toward fashion products through TikTok Live Shop among Generation Z in Surabaya. This study employed a quantitative approach with a correlational design. Participants consisted of 122 Generation Z individuals aged 18 27 years, selected using purposive sampling. Research instruments included the Extraverted Personality Scale based on Eysenck and Wilson’s theory, the Self-Control Scale based on Averill’s theory, and the Consumptive Behavior Scale based on Fromm’s theory. Data were analyzed using multiple linear regression with the assistance of SPSS version 30. The results indicated that extraverted personality and self-control simultaneously had a positive and significant relationship with consumptive behavior (R² = 0.708; F = 144.171; p < 0.001). Partially, extraverted personality showed a positive and significant relationship with consumptive behavior (t = 2.384; p = 0.019), while self-control also demonstrated a positive and significant relationship (t = 7.483; p < 0.001). The positive direction of self-control suggests that individuals with higher self-control tend to make more planned and rational purchasing decisions rather than impulsive ones. These findings indicate that consumptive behavior among Generation Z in the context of TikTok Live Shop does not merely reflect a lack of self-control, but rather represents a form of psychological adaptation to digital culture, online social interaction, and self-expression.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Extraverted Personality, Self-Control, Consumptive Behavior, TikTok Live Shop, Generation Z |
| Subjects: | B Philosophy. Psychology. Religion > BF Psychology |
| Divisions: | Fakultas Psikologi > Program Studi Psikologi |
| Depositing User: | 1512200352 Rahma Gatra Dayinta |
| Date Deposited: | 06 Jul 2026 03:52 |
| Last Modified: | 06 Jul 2026 03:52 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/45567 |
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