Gaya Hidup Hedonisme Dikalangan Mahasiswi Universitas Sumatera Utara (Studi Kasus Pembelian Makeup melalui E-Commerce Sociolla)

Abstract

Hedonism is a lifestyle that focuses on seeking momentary pleasure and unlimited satisfaction. Hedonism as a social phenomenon occurs among female students of North Sumatra University. Referring to the social phenomenon of hedonism, this study examines two research problems, namely, how the hedonism lifestyle of female students at the University of North Sumatra in the case study of purchasing makeup through e-commerce sociolla and how the impact of hedonism lifestyle among female students at the University of North Sumatra. This study uses Jean P. Baudrillard's consumerism theory framework and descriptive qualitative research methods. The data collection techniques used in this research are interviews and documentation. The informants in this study were 15 people who were female students from different faculties in the University of North Sumatra. Based on the results of the study, the hedonism lifestyle in students who are research informants shows that these aspects include aspects of the pursuit of pleasure, materialism, excessive consumption, social recognition, lack of social empathy, and shopaholic. This is where this informant is influenced by himself and his environment who want to buy beauty products. Another aspect is the aspect of irrational purchases, namely buying goods because they are in demand or following the style of others commonly referred to as fear of missing out (FOMO), In addition, this aspect of excessive purchases is a problem commonly found among female students, they buy goods in large quantities and are sometimes sustainable. The impact of hedonism lifestyle shows that female students do not allocate their money for academic needs and do not use technology sites related to the world of science or scientific activities, such as deviating from the values or norms of campus academic life and less prominent academic performance.