| dc.description.abstract | This study aims to analyze the consumer behavior of students at the Faculty of Social and Political Sciences (FISIP) at the University of North Sumatra (USU) who watch culinary content featuring YouTuber Tanboy Kun, known as mukbang. The rise of mukbang content on YouTube is considered to influence student consumption patterns, particularly in encouraging impulsive and excessive food consumption. This is relevant considering that students are in their productive age, vulnerable to the influence of digital media, and supported by a campus environment with easy and diverse culinary access.This study employed a descriptive qualitative approach with a constructivist paradigm. Data collection techniques included in-depth interviews, observation, and documentation. Seven active students at the Faculty of Social and Political Sciences (FISIP) at USU, who are regular viewers and subscribers of Tanboy Kun's YouTube channel, were selected using purposive sampling. Additionally, one expert informant was interviewed for data triangulation to strengthen the validity of the research findings. Data analysis was conducted using Albert Bandura's Social Learning Theory, which encompasses the processes of attention, storage, behavioral reproduction, and motivation.The results of this study indicate that Tanboy Kun's mukbang program contributes to shaping students' consumer behavior, particularly through visual cues, eating expressions, and food portion sizes. This content triggers students' attention and interest, which is then stored in memory and manifested in the form of increased eating frequency, larger portion sizes, and a tendency to try similar foods. Environmental factors around campus also reinforce this consumer behavior. This research is expected to contribute to the study of communication science, particularly regarding the influence of digital media on student consumption behavior, as well as raising awareness of the importance of media literacy. | en_US |
