Perilaku Konsumtif dalam Belanja Online di Kalangan Mahasiswi Antropologi FISIP Universitas Sumatera Utara

Abstract

The research entitled Consumptive Behavior in Online Shopping Among Anthropology Students at the University of North Sumatra. This research aims: 1. To find out what factors drive consumptive behavior in online shopping for female students, 2. To find out what products are the choices for consumption by female students in online shopping and 3. To determine the impact of consumptive behavior on female students in shopping on line. The research method used in this research is a descriptive qualitative research method. In addition, this study used data collection techniques in the form of observation techniques, in-depth interviews (in depth) and documentation. The informants in this study were 11 Social Anthropology students at USU's Social Anthropology Faculty consisting of the 2019-2021 Batch. The results of the study show that factors that encourage consumptive behavior in online shopping among female Anthropology students include: a. Time efficiency, b. Affordable prices, c. Influence of relatives, d. advertising media. In addition, the products of choice for Anthropology students when shopping online are clothing, skincare, beauty accessories, lecture books, cellphone cases, bags, shoes, makeup, dry food, cat supplies and cat vitamins. Furthermore, consumptive behavior in online shopping can have an impact on Anthropology students both in positive and negative terms, namely: Positive aspects, namely a. Shopping is easier and there are many choices, Negative aspects, namely a. Boros, and b. Dependency. In line with the theory of consumption society from Paul Jean Baudrillard which shows that they consume goods no longer based on needs but to fulfill their own desires. And also in line with the theory of consumer culture from Mike Featherstone which shows that consuming goods forms their identity and self-image.