This study aims to analyze the effect of advertising, brand image, and self-control on consumptive behavior. This study uses quantitative research methods, non-probability sampling technique, obtained through purposive sampling is a method of determining the sample based on certain criteria. The sample of this research is 143 respondents. The research method used in this research is multiple regression analysis. The results showed that the advertising variables, brand image, and self-control simultaneously positively and significantly affected consumptive behavior. Partially, the brand image variable has a positive and significant effect on consumptive behavior. In contrast, the self-control variable has a negativeeffect on consumptive behavior