The Influence of TikTok Usage and Digital Financial Literacy on Consumptive Behavior with Self-Control as a Moderating Variable

Abstract

Advances in digital technology have influenced students’ consumption patterns through easier access to information, digital promotions and technology-based financial services. As members of Generation Z, students tend to be active users of TikTok and digital financial services, making them more susceptible to consumptive behaviour. This study aims to analyse the influence of TikTok social media usage and digital financial literacy on the consumptive behaviour of Accounting Education students at the Jakarta State University, with self-control as a moderating variable. This study employs a quantitative associative-causal approach with a sample of 203 students selected using proportionate stratified random sampling. Data were collected via a 4-point Likert scale questionnaire and analysed using Structural Equation Modelling-Partial Least Squares with the aid of SmartPLS 4.1.1.8. The results indicate that the use of TikTok and digital financial literacy have a positive partial influence on consumptive behaviour, whilst self-control has a negative influence on consumptive behaviour. Furthermore, self-control moderates the influence of TikTok social media use and digital financial literacy on consumptive behaviour. These findings indicate that self-control plays a crucial role in reducing students’ tendency towards consumptive behaviour amidst the use of social media and digital financial services