Faktor Terbentuknya Perilaku Konsumtif Mahasiswi Belanja di E-Commerce Shopee (Studi pada E-Commerce Shopee Membentuk Perilaku Konsumtif Mahasiswi Fakultas Ekonomi dan Bisnis USU)

Abstract

Online purchases through e-commerce make it easier for consumers to choose and buy the goods they want. Consumptive behavior is the behavior of individuals who are influenced by sociological factors in their lives which are shown to consume excessively or wastefully and unplanned for services and goods that are less or not even needed. With the existence of daily activities affecting people's thinking that can be caused by the ease of using the internet and e-commerce, and also the income factor owned by everyone in general, people's behavior occurs due to the process of individual interaction with their environment. The products offered at Shopee e-commerce have many variations, including beauty products, men's clothing, women's clothing, cellphones, computers and accessories, home equipment, electronics, food & beverages. E-commerce Shopee also provides many facilities to make it easier for buyers. The purpose of this study was to find out which USU Faculty of Economics and Business students shop at Shopee e-commerce. In this study using the theory of consumption society that has been put forward by Jean Baudrillad. This theory was created to analyze the consumptive behavior of female students through Shopee e-commerce. Baudrillard states that the mechanism of the consumption system basically departs from the system of values-signs and values-symbols, and not because of the need or desire to get pleasure. The method used in this research is a descriptive qualitative approach. This technique determines informants in this study, namely by purposive and snowball. In this research, the data analysis steps used are the Interactive Analysis Model from Miles and Huberman. The results of this study found that consumptive behavior in female students of the Faculty of Economics and Business was formed due to internal and external factors, facilities provided by Shopee e-commerce, the influence of campus friends and factors that support work.