Fenomena Racun Tiktok terhadap Perilaku Konsumtif Mahasiswa (Studi Deskriptif: Mahasiswa Universitas Sumatera Utara)

Abstract

The “Tik Tok Poison” phenomenon is a trend that displays content containing informative media about a product, such as unboxings or interesting reviews, thereby creating curiosity and interest in anyone who watches it, then makes a purchase. This can of course have an impact on the level of consumer behavior. by the Millennial Generation, TikTok social media users, especially among students. Therefore, this research aims to find out how students' consumptive behavior responds to the “TikTok Poison” phenomenon among North Sumatra University Students. This research uses one of the consumption society theories by Jean Paul Baudrillard. The research location is in the University of North Sumatra. This research uses qualitative methods with descriptive research type carried out through observation, interviews and documentation techniques. Determining research informants using the Snowball Sampling technique consisting of 10 (ten) informants with the specified criteria has been determined. The research results obtained from the field show that consumer behavior that occurs in students begins with viewing the content “Poison TikTok” which promotes or recommends a product or item which ultimately makes students interested in buying the product that has been promoted by the content. So the content shows the hyperreality produced by simulacra. It is this content that contains hyper-reality that triggers an increase in students' consumption actions, most of whom believe in the content and triggers the emergence of students' consumptive behavior. So that in the end students consume a sign or image attached to the product no longer because of their need or use. Their goal is none other than to support their appearance and prestige.