Pengaruh Self-control dan Sales promotion terhadap Perilaku Konsumtif pada Konsumen Social commerce TikTok Shop

Abstract

This study aims to determine the effect of self-control and sales promotion partially or simultaneously on consumptive behavior in TikTok Shop social commerce consumers. The research method used in this research is a quantitative method explanatory design with an accidental sampling method. The sample in this study amounted to 351 people. Data collection was carried out using a likert scale consisting of a consumptive behavior scale, a self-control scale, and a sales promotion scale. Multiple linear regression analysis techniques were used to test the proposed hypothesis. The results showed that: (1) self-control has a significant negative effects on consumptive behavior in TikTok Shop social commerce consumers (p = 0.000; t = -5.221; r partial = -0.270). (2) sales promotion has a significant positive effect on consumptive behavior in TikTok Shop social commerce consumers (p = 0.000; t = 17.351; r partial = 0.681). (3) Self-control and sales promotion simultaneously affect consumptive behavior in TikTok Shop social commerce consumers (p = 0.000; F = 160.111). (4) The results of stepwise regression analysis show that the effect of sales promotion variables on consumptive behavior is 43.8% and self-control variables on consumptive behavior is 4.1%.