Analisis Perilaku Konsumtif Pengguna E-Commerce Shopee saat Promo Tanggal Kembar pada Mahasiswa Ilmu Komunikasi Universitas Sumatera Utara

Abstract

This research is titled "An Analysis of Consumptive Behavior Among Shopee ECommerce Users During Double Date Promotions: A Study on Communication Science Students at Universitas Sumatera Utara." The purpose of this study is to examine the consumptive behavior of Communication Science students at Universitas Sumatera Utara (USU) who use the Shopee e-commerce platform during double date promotional events. The theories used in this research include Marketing Communication, Promotion, Consumer Behavior, Consumptive Behavior, E-Commerce, and Shopee. This study applies a qualitative research method. The informants are Communication Science students at Universitas Sumatera Utara who shop using Shopee. Informants were selected using a purposive sampling technique. Data were collected through observation, interviews, and documentation. The validity of the data was ensured through source triangulation, involving Communication Science lecturers. The findings indicate that Communication Science students at Universitas Sumatera Utara who use Shopee tend to exhibit consumptive behavior during double date promotions. This behavior is characterized by impulsive buying triggered by Shopee's digital marketing strategies such as large discounts, cashback offers, and free shipping. Factors influencing this behavior include easy access to the application, social media influence, peer pressure, and emotional impulses to purchase items even when they are not needed. Although students have made efforts to control their spending by creating shopping lists or setting budgets, consumptive behavior still occurs. Therefore, the consumptive behavior of students during double date promotions can be seen as the result of interactions among psychological, social, and digital technology factors.