<![CDATA[The rapid development of digital technology, social media, and online shopping platforms has significantly influenced consumer behavior, particularly among university students. Students are often exposed to various forms of marketing, trends, and lifestyle content that encourage excessive consumption beyond their actual needs. One of the factors that is assumed to influence consumptive behavior is self-control. Self-control refers to an individual's ability to regulate emotions, impulses, and behaviors in order to make rational decisions and achieve long-term goals. This study aims to analyze the influence of self-control on the consumptive behavior of students at Universitas Tangerang Raya. The research employs a quantitative approach using a survey method. Data are collected through questionnaires distributed to students selected through purposive sampling techniques. The data are analyzed using simple linear regression analysis. The findings are expected to indicate that self-control has a negative and significant effect on consumptive behavior. Students with higher levels of self-control tend to exhibit lower levels of consumptive behavior, while those with lower self-control are more likely to engage in impulsive and excessive purchasing activities. This study is expected to contribute to the development of knowledge in consumer behavior and educational psychology and provide insights for students to improve their self-control in managing spending behavior.]]>
