Fenomena Doom Spending Pada Gaya Hidup Masyarakat Menengah Mahasiswa Generasi Z Di Universitas Sumatera Utara

Abstract

This study explores the phenomenon of doom spending as part of the consumerist behavior experienced by Generation Z students from middle-class backgrounds at the University of Sumatera Utara. Doom spending refers to impulsive consumption driven by psychological, social, and economic pressures, where individuals tend to spend money irrationally as a coping mechanism in response to emotional distress. This research adopts a qualitative approach using a phenomenological method to uncover the subjective experiences of students in understanding and engaging in such consumption behaviors. Data were collected through in-depth interviews with eight informants selected based on criteria that include middle-class status and belonging to Generation Z. The findings reveal that the key factors triggering doom spending among students include economic uncertainty, unstable family financial conditions, social pressure to conform to peer and social media standards, and psychological stress stemming from academic and personal burdens. The consumption patterns observed are impulsive and emotionally driven, such as purchasing clothes, skincare, viral food, or engaging in activities like café-hopping and game top-ups. The timing of spending is typically irregular and often occurs at night or during emotionally vulnerable moments. This consumer behavior reflects a symbolic search for identity, emotional release, and social representation, in line with Jean Baudrillard’s theory of symbolic consumption. Among middle-class students, doom spending illustrates the tension between financial limitations and cultural expectations of maintaining a certain social image, highlighting the complexity of consumption in modern society