| dc.description.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. | en_US |
