Perilaku Konsumtif Mahasiswa dalam Belanja Online (Top Up Voucher Game) yang Terpengaruh Pekembangan Industri E-Sports Indonesia. Studi Kasus: Mahasiswa Fakultas Ilmu Sosial Ilmu Politik Universitas Sumatera Utara

Abstract

The research entitled Consumptive Behavior of Students in Online Shopping ( Voucher Games Top Up) Influenced by the Development of the Indonesian E-Sports Industry. Case Study: Student of the Faculty of Social Sciences, Political Science, University of North Sumatra. This research aims: 1. To find out the reasons students carry out online shopping activities (top up game vouchers). 2. To find out what are the factors that can encourage online shopping activities (top up game vouchers). 3. To find out what students get after doing online shopping activities (top up game vouchers). 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 8 USU FISIP students consisting of the 2019-2020 Batch. The results of the study show that factors that encourage consumptive behavior in the Top Up Voucher Game among USU FISIP students include: a. Media, b. Environment, c. Interest (Self Desire), d. Economic Condition, and e. Efficiency. In line with the theory of Culture and Consumption from Grant McCracken which emphasizes that consumptive behavior is not only about meeting material needs, but also about how consumer goods play a role in forming and conveying symbolic meanings.