| dc.description.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. | en_US |
