Pengaruh Waktu Senggang Terhadap Pembelian Impulsif dan Konsumsi Berlebihan Generasi Z Pada Platform Tiktok Shop

Abstract

The increasing use of social media has transformed the way Generation Z utilizes their leisure time, particularly in online shopping through TikTok Shop. This study investigates the effect of leisure time spent on social media on excessive consumption behavior among Generation Z users of TikTok Shop. A quantitative research approach was adopted, involving 100 respondents selected through purposive sampling. Data were collected using a structured questionnaire and analyzed with the Partial Least Squares-Structural Equation Modeling (PLS-SEM) technique using SmartPLS 4. The results reveal that greater engagement in social media during leisure time is associated with higher levels of excessive consumption and a stronger tendency toward impulsive buying among Generation Z. As the amount of time spent browsing TikTok Shop increases, users become more likely to make spontaneous purchases and display excessive consumption behavior. These findings highlight the importance of promoting responsible social media use and improving financial literacy to minimize excessive consumer behavior. The originality of this study lies in examining leisure time on social media as a determinant of excessive consumption behavior while simultaneously considering impulsive buying as part of Generation Z's consumption behavior on the TikTok Shop platform.