Dite, De, Enjel Dulce Maria (2025) Hubungan antara Kontrol Diri dengan Perilaku Konsumtif Pengguna E-Commerce pada Mahasiswi di Fakultas Psikologi Universitas Merdeka Malang. Undergraduate thesis, Fakultas Psikologi Universitas Merdeka Malang.

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Abstract

The purpose of this study was to determine whether there is a relationship between self-control and consumer behavior of e-commerce users in female students at the Faculty of Psychology University of Merdeka Malang. The method used in this study is quantitative. The sample used was 261 active female students at the Faculty of Psychology University of Merdeka Malang from the 2021 to 2024 classes aged 18 to 21 years and using e-commerce. Sampling determination used the accidental sampling technique The instruments used are the Self-Control Scale and the Consumer Behavior Scale with the Likert Scale method. The reliability coefficient of the self-control scale was 0,843 and the consumer behavior scale was 0,898. A simple linear regression test was used to test the hypothesis in this study, which obtained the results that there is a relationship between self-control and consumer behavior of e-commerce users in female students at the Faculty of Psychology University of Merdeka Malang with a significance value of 0,00 < 0,05 an has a negative relationship direction. This means that the higher the self-control, the lower the consumer behavior. The results of this study are expected to provide additional information regarding self-control that can influence the emergence of consumer behavior, so that female students can improve self-control so that consumer behavior can decrease.

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