| dc.description.abstract | The presence of the internet and digital communication technology has changed
the way people interact and shop. Gadget applications, social media and digital
channels are important media for product marketers in managing clients by
offering time and cost efficiency. The behavior of the zoomers generation,
including students, is considered to be consumptive through prioritizing spending
on food or the internet compared to saving or investing. This research aims to
decipher consumptive behavior in the digital marketing era. In addition, this
research is also expected to be useful in the academic and practical fields. This
research is a quantitative descriptive research. The respondents in this study were
determined by random sampling, and because the total population was 111
students, 23% of the total was 26 respondents. Data collection was used using
questionnaires, observations and documentation. In data processing, frequency
distribution analysis is used with the help of the SPSS 20 device to obtain research
conclusions and recommendations. In this study, the theory used to analyze the
data is Jean Baudrillad's theory of consumerism. Based on the results of the study,
it can be seen that respondents have a pattern of consumptive behavior that is not
influenced by the desire to gain respect, status, prestige, and identity when
applying digital shopping media. Although, the respondents in this study still
show unconsciousness or helplessness towards pseudo-need systems such as
discounts that are imposed on students to behave consumptively. | en_US |
