<![CDATA[The development of digitalization and social media increases people's consumptive behavior through easy access to discount promotions. This phenomenon can be seen in @discountfess autobase accounts on platform X that share promo and discount information. This study aims to analyze the influence of shopping motivation, self-concept, and reference groups on the consumptive behavior of @discountfess followers. This study uses a quantitative method with an associative approach. The sampling technique used purposive sampling with a total of 100 @discountfess followers. The data were analyzed using multiple linear regression with the help of SPSS version 22. The results of the study showed that shopping motivation did not have a significant effect on consumptive behavior. Meanwhile, self-concept and reference groups have a significant positive effect on consumptive behavior. Simultaneously, shopping motivation, self-concept, and reference groups had a significant effect on consumptive behavior with an R Square value of 0.740.]]>
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