Self Control dalam Perilaku Belanja Online pada Perempuan Generasi Z di Desa Genteng Wetan Kecamatan Genteng Kabupaten Banyuwangi

Abstract

The progression of technology has unquestionably facilitated daily activities, particularly for online transactions. However, in using technology individuals must have the skills and knowledge to utilize the technology. Specifically by doing an understanding related to accessing, understanding, searching, analyzing information form digital media. Especially in online shopping applications so that the knowledge or understanding has an impact on self-control so as not to be snare in impulsive buying. Nevertheless, the accessibility of online shopping applications has been known to induce impulsive behavior due to a low of self-control. Therefore, this research aims to examine the significance of self-control in online shopping behavior among generation Z women in Genteng Wetan village, Genteng sub-district, Banyuwangi district with total of ten of generation Z women and two supporting informant including parents and closest relative. Through the utiliation of qualitative approach and a case study method, this study seeks to illuminate the influence of self-control with 3 sub-focuses of self-control involve self-descipline, deliberate, work ethic. While online shopping behavior has 2 sub-focuses involve convenience and completeness of information. The study findings demonstrate that generation Z women who exhibit a high level of self-control tend to refrain from impulsive online shopping. Instead, the make deliberate purchase, leading to a more balanced daily life. This research emphasizes the positive impact of self-control on the online shopping behavior of generation Z women.