| dc.description.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 | en_US |
