LOCUS OF CONTROL SEBAGAI PREDIKTOR PERILAKU KONSUMTIF PADA WANITA DEWASA AWAL PENGGUNA MEDIA SOSIAL

Human daily life is influenced by Locus of Control (LoC) which plays a significant role in aspects of behavior including consumption-related decision making. LoC is the belief that one can control their own life or their life is controlled by something else. One relevant example is the purchase of cosmetic products. Consumptive behavior is a person's tendency to buy excessive goods without any need. This study aims to explore the relationship between LoC and the consumptive behavior of purchasing cosmetic products influenced by TikTok social media content. There were 400 early adult female participants aged 19-30 years. The measuring instrument used is the Levenson Multidimensional Locus of Control Scales, and the measuring instrument for consumptive behavior is an adaptation of Aini's (2016) measuring instrument. The results show a negative relationship between the internal dimension LoC variable (internality) with consumptive behavior, namely r (400) = -0.325, p < 0.05, that is, if individuals have a high internality LoC then consumptive behavior is low. There is a positive relationship between the overall external dimension LoC and consumptive behavior obtained r (400) = 0.643, p < 0.05; and the external dimension LoC which includes powerful others and chance with consumptive behavior gets a positive relationship, powerful others obtained r (400) = 0.676, p < 0.05; and LoC chance obtained r (400) = 0.503, p < 0.05, namely individuals with LoC powerful others or high chance of high consumptive behavior or can more easily behave consumptively. ABSTRAKKehidupan sehari-hari manusia dipengaruhi oleh Locus of Control (LoC) yang memainkan peran penring dalam aspek perilaku termasuk dalam pengambilan keputusan terkait konsumsi.. LoC yaitu keyakinan bahwa seseorang dapat mengkontrol hidup mereka sendiri atau hidup mereka dikontrol oleh hal lain. Salah satu contoh relevan adalah pembelian produk kosmetik. Perilaku konsumtif merupakan kecenderungan seseorang saat membeli barang berlebihan tanpa adanya kebutuhan. Penelitian ini bertujuan untuk mengeksplorasi hubungan LoC dengan perilaku konsumtif pembelian produk kosmetik pengaruh konten media sosial TikTok. Terdapat 400 partisipan wanita dewasa awal usia 19-30 tahun. Alat ukur yang digunakan yaitu Levenson Multidimensional Locus of Control Scales, serta alat ukur perilaku konsumtif yaitu adaptasi dari instrumen alat ukur Aini (2016). Data diolah dengan software SPSS 24. Hasil menunjukkan hubungan negatif antara variabel LoC dimensi internal (internality) dengan perilaku konsumtif yaitu r (400) = -0.325, p < 0.05, yaitu jika individu memiliki LoC interality tinggi maka perilaku konsumtif rendah. Terdapat hubungan positif antara LoC dimensi eksternal keseluruhan dengan perilaku konsumtif diperoleh r (400) = 0.643, p < 0.05; dan LoC dimensi eksternal yang mencakup powerful others dan chance dengan perilaku konsumtif mendapatkan hubungan positif, powerful other diperoleh r (400) = 0.676, p < 0.05; dan LoC chance diperoleh r (400) = 0.503, p < 0.05, yaitu individu dengan LoC powerful other atau chance tinggi perilaku konsumtif tinggi atau dapat lebih mudah berperilaku konsumtif.