PERANAN KONSEP DIRI DAN KONFORMITAS TEMAN SEBAYA TERHADAP PERILAKU KONSUMTIF PADA GENERASI Z

This study aims to determine whether there is a role between self-concept and peer conformity to consumptive behavior in generation Z. The era that began to develop made self-concept increase in society, especially for generation Z. To be able to improve self-concept, Generation Z did everything possible, especially by engaging in consumptive behavior. Therefore, the Z generation to continue to exist in the group. In fact, according to interviews conducted on students to maintain their selfconcept so that they can be accepted in the group and become the center of attention. In this study using quantitative research methods with multiple linear regression analysis techniques. Sampling using accidental sampling technique with a total of 125 students of the Catholic University of Musi Charitas Palembang by distributing the scale online via google form. The results showed that there was a role between self-concept and peer conformity on consumptive behavior in Generation Z of 5.1%. Keywords: Self-Concept ; Peer Conformity ; Consumptive Behavio