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The phenomenon of compulsive buying that occurs in various countries continues to increase all the time, especially for women of generation Z. The demand for trend fulfillment causes women of generation Z to have the urge to buy fashion excessively to the point of losing control. The purpose of this study was to examine the relationship between narcissism, self-esteem, and compulsive buying in generation Z women. This study was a quantitative study that utilized multiple linear regression analysis technique. The sampling technique was carried out using accidental sampling with a total of 173 participants. This study utilized three instruments, namely Compulsive Buying Scale, Narcissism Personal Inventory (NPI-16), and Self-esteem Scale. Based on the results of data processing, it is known that there is a relationship between narcissism and selfesteem on compulsive behavior (F = 23.041, p<.01). The need to get recognition, admiration, or positive evaluation from others causes Generation Z women make compulsive buying. [ABSTRACT FROM AUTHOR]