SELF-CONTROL AND CONSUMPTIVE BUYING BEHAVIOR TOWARD VIRAL FOOD AMONG FEMALE TIKTOK USERS STUDENTS IN INDONESIA
Keywords:
Self-control, Consumptive behavior, TikTok, Female studentsAbstract
Female university students often face various social media influences that affect their daily consumption patterns, particularly in purchasing viral food on TikTok. Exposure to FYP content, attractive promotions, recommendations from food vloggers, and the urge to follow trends can increase consumptive buying behavior. This study aimed to examine the relationship between self-control and consumptive buying behavior in purchasing viral food on TikTok among undergraduate psychology female students at State University of Surabaya. This research employed a quantitative correlational approach, involving female undergraduate students selected using purposive sampling techniques, and the data were analyzed using Spearman correlation test. The results indicated a significant negative relationship between self-control and consumptive behavior with a Spearman correlation coefficient of -0.584 (p < 0.001). This finding indicates that higher self-control is associated with lower consumptive behavior in purchasing viral food on TikTok. These findings indicate that higher self-control is associated with lower consumptive buying behavior toward viral food on TikTok
Downloads
References
Adha, A. R., Prabawani, B., & Dewi, R. S. (2025). Live streaming into impulsive buying: How utilitarian, hedonic, symbolic value and trust drive Gen Z customer engagement on TikTok live commerce. Advances in Consumer Research, 2(5), 234–245. Retrieved from https://acr-journal.com/article/live-streaming-into-impulsive-buying-how-utilitarian-hedonic-symbolic-value-and-trust-drive-gen-z-customer-engagement-on-tiktok-live-commerce-1675/
Ahdiat, A. (2025). Daftar media sosial paling banyak digunakan di Indonesia awal 2025. Databoks Katadata. Retrieved from https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/67ca734b43927/daftar-media-sosial-paling-banyak-digunakan-di-indonesia-awal-2025
Ahmad, R., Siew, P. H. K., & Dada, M. (2024). A study on impulsive buying behaviour on TikTok among university students in Indonesia, Java. Electronic Journal of Business and Management, 9(4). https://doi.org/10.65136/ejbm.v9i4.33
Annafila, F. H., & Zuhroh, L. (2022). Pengaruh kontrol diri terhadap perilaku konsumtif online shopping pada mahasiswa. Psikodinamika: Jurnal Literasi Psikologi, 2(1), 20–27. https://doi.org/10.36636/psikodinamika.v2i1.894
Ansari, R., Siregar, Y. S., & Andriyani, W. (2022). Hubungan kontrol diri dengan perilaku konsumtif pengguna belanja online pada mahasiswa Pendidikan Ekonomi Universitas Muhammadiyah Tapanuli Selatan. Jurnal Ilmu Pengetahuan Sosial, 9(10), 4049–4055. https://doi.org/10.31604/jips.v9i10.2022.4049-4055
Ardana, M. F., & Nurlaili, E. I. (2026). Pengaruh self-control, penggunaan e-commerce (Shopee), dan pendidikan ekonomi keluarga terhadap perilaku konsumtif mahasiswa Universitas Negeri Surabaya. RIGGS: Journal of Artificial Intelligence and Digital Business, 5(1), 3764–3778. https://doi.org/10.31004/riggs.v5i1.6742
Arum, D., & Khoirunnisa, R. N. (2021). Hubungan antara kontrol diri dengan perilaku konsumtif pada mahasiswi psikologi pengguna e-commerce Shopee. Character: Jurnal Penelitian Psikologi, 8(9), 95–104. https://doi.org/10.26740/cjpp.v8i9.42541
Chiossi, F., Haliburton, L., Ou, C., Butz, A., & Schmidt, A. (2023). Short-form videos degrade our capacity to retain intentions: Effect of context switching on prospective memory. arXiv. https://doi.org/10.48550/arXiv.2302.03714
Cholili, A. H., Inayah, & Aghniacakti, A. (2024). Self-control and website quality on impulsive buying of Shopee user students. KESANS: International Journal of Health and Science, 3(7). https://doi.org/10.54543/kesans.v3i7.288
Dewandari, B. P., & Putri, E. T. (2021). Pengaruh citra tubuh dan kontrol diri terhadap perilaku konsumtif pada wanita dewasa awal di Kota Samarinda. Psikoborneo: Jurnal Ilmiah Psikologi, 9(2), 402–416. https://doi.org/10.30872/psikoborneo.v9i2.5981
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1994). Consumer behavior (8th ed.). Dryden Press.
Fajri, M. N., Wilopo, & Nuralam, I. P. (2025). Trust matters: Exploring how video and brand attitudes drive purchase intention in food vlog. BISMA (Bisnis dan Manajemen), 17(2), 146–168. https://doi.org/10.26740/bisma.v17n2.p146-168
Feng, Z., Al Mamun, A., Masukujjaman, M., Wu, M., & Yang, Q. (2024). Impulse buying behavior during livestreaming: Moderating effects of scarcity persuasion and price perception. Heliyon, 10(22), e39672. https://doi.org/10.1016/j.heliyon.2024.e28347
Harjanti, D., Nur, P. A., Noerchoidah, & Sahetapy, W. L. (2025). Pengaruh financial management behavior, lifestyle, dan self-control terhadap impulsive buying pengguna buy now pay later. Majalah Ekonomi: Telaah Manajemen, Akuntansi, dan Bisnis, 31(1), 90–102. https://doi.org/10.36456/majeko.vol31.no1.a10212
Haws, K. L., Bearden, W. O., & Nenkov, G. Y. (2012). Consumer spending self-control effectiveness and outcome elaboration prompts. Journal of the Academy of Marketing Science, 40(5), 695–710. https://doi.org/10.1007/s11747-011-0249-2
Hidayat, M., Aseng, A. C., Tumbel, N. J., & Pandeirot, L. B. (2023). Sikap kontrol diri dengan perilaku konsumtif mahasiswa. Jurnal Informatika Ekonomi Bisnis, 5(2), 403–408. https://doi.org/10.37034/infeb.v5i2.568
Jannah, M. (2018). Metodologi penelitian kuantitatif untuk psikologi. Unesa University Press.
Kemp, S. (2025). Digital 2025: Indonesia. DataReportal. https://datareportal.com/reports/digital-2025-indonesia
Khairiyah, M. (2024). Kontrol diri dan impulsive buying remaja (Studi pada pengguna TikTok Shop). Jurnal Humanipreneur, 2(3), 17–22. https://doi.org/10.53091/hum.v2i3.47
Kusmiati, D., & Kurnianingsih, H. (2022). Pengaruh gaya hidup, penggunaan e-money, dan kontrol diri terhadap perilaku konsumtif mahasiswa. Jurnal Ekonomi dan Pendidikan, 19(2), 115–126. https://doi.org/10.21831/jep.v19i2.49210
Lina, L., & Rosyid, H. F. (1997). Perilaku konsumtif berdasarkan locus of control pada remaja putri. Psikologika: Jurnal Pemikiran dan Penelitian Psikologi, 2(4), 5–14. https://doi.org/10.20885/psikologika.vol2.iss4.art1
Luo, C., Hasan, N., & Lei, G. (2025). Influence of short video content on consumers’ purchase intentions on social media platforms with trust as a mediator. Scientific Reports, 15, 16605. https://doi.org/10.1038/s41598-025-94994-z
Mischel, W., Shoda, Y., & Rodriguez, M. L. (1989). Delay of gratification in children. Science, 244(4907), 933–938. https://doi.org/10.1126/science.2658056
Ngo, T. T. A., Nguyen, H. L. T., Mai, H. T. A., & Nguyen, H. P. (2025). Key determinants of online impulse buying behavior: A study from TikTok Shop users in Vietnam. Acta Psychologica, 260, 105593. https://doi.org/10.1016/j.actpsy.2025.105593
Noer, L. R., Prihananto, P., Asokawati, A., Ninglasari, S. Y., & Rai, N. G. M. (2024). Pengaruh fear of missing out (FOMO) dan social media marketing terhadap niat pembelian pada produk healthy. Jurnal Sosial Humaniora, 17(2), 103–117. https://doi.org/10.12962/j24433527.v17i2.20562
Putri, I. T. A., & Widyastuti. (2025). The influence of self-control on impulsive buying behavior for student users of TikTok Shop. Universitas Muhammadiyah Sidoarjo Proceedings. https://doi.org/10.21070/ups.9931
Rohmah, A., Ramdan, A. M., & Zafar, T. S. (2025). The impact of food vlogger content on purchasing decisions: The mediating role of viral marketing (Survey of TikTok users in Sukabumi City). Proceedings International Indonesia Conference on Interdisciplinary Studies, 1, 62–73. https://doi.org/10.23960/iicis.v1i1
Sari, N. N., & Irmayanti, N. (2021). Hubungan self-control terhadap perilaku konsumtif belanja online pada mahasiswa. Jurnal Psikologi Wijaya Putra (PSIKOWIPA), 2(2), 32–41. https://doi.org/10.38156/psikowipa.v2i2.73
Siregar, F. J., & Cholili, A. H. (2023). The effects of self-control on impulsive buying during national online shopping day celebration on students of state university in Malang. Advances in Social Science, Education and Humanities Research. https://doi.org/10.2991/978-2-38476-032-9_28
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif, dan R&D. Alfabeta.
Sumartono. (2002). Terperangkap dalam iklan: Meneropong imbas pesan iklan televisi. Alfabeta.
Tangney, J. P., Baumeister, R. F., & Boone, A. L. (2004). High self-control predicts good adjustment, less pathology, better grades, and interpersonal success. Journal of Personality, 72(2), 271–324. https://doi.org/10.1111/j.0022-3506.2004.00263.x
Zayyadi, M. F., Hasanah, M., & Putri, A. C. C. (2025). Hubungan antara kontrol diri dengan perilaku konsumtif mahasiswa. Fukuri: Journal of Psychology, 1(1), 47–57. https://doi.org/10.53088/fukuri.v1i1.1549
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Ahmad Hafidz Andika Pratama, Desi Nurwidawati (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
