The Influence of Financial Literacy and Self-Control on Consumptive Behavior in Paid Streaming Subscriptions Among K-Drama Fans in Karawang

The rapid development of information and communication technology has driven digitalization in various aspects of life, including a shift in media consumption patterns from conventional television to paid streaming services, which triggers compulsive consumption behavior, particularly among K-Drama enthusiasts. This study aims to analyze the influence of financial literacy and self-control on compulsive consumption behavior in paid streaming subscriptions among K-Drama enthusiasts in Karawang, both partially and simultaneously. The research method used is quantitative with a descriptive-verificative approach. Data were collected through questionnaires distributed to 143 respondents using a purposive sampling technique. Data analysis techniques included multiple linear regression analysis, t-test, F-test, and coefficient of determination (R2). The partial results of the study show that financial literacy has an insignificant negative effect on consumptive behavior, and self-control also has an insignificant negative effect on consumptive behavior. Simultaneously, financial literacy and self-control have a significant effect on consumptive behavior. This research emphasizes the importance of financial literacy and self-control in managing digital entertainment consumption, and shows that consumtive behavior is influenced by cognitive and psychological factors, thereby opening up opportunities for further research with other variables.

Keywords: Financial Literacy, Self-Control, Consumptive Behavior, Paid Streaming, K-Drama.