Perilaku Konsumtif Impulse Buyingremaja pada Promo Tanggal Kembar (Kasus di Mahasiswa FISIP USU Pengguna Shopee)

Abstract

Consumerism culture is a social phenomenon that is present in today's society because humans themselves practice consumption to fulfill their daily needs. There is a change that occurs in the meaning of consumption itself, which was originally an activity to fulfill needs to fulfill desires in the community itself, especially among students who are easily involved in the changing currents in life, one of which is the flow of technology. This research aims to find out about the consumptive behavior of teenagers, especially FISIP USU students during the Shopee twin date promo event. T his research is qualitative research with a case study approach with data collection techniques using observation, interview, and documentation methods and using the One Dimensional Man theory approach by Herbert Marcuse which discusses false needs in soci ety. The results of this study explain that the emergence of the phenomenon of impulse buying consumerism in students occurs due to changes in the learning system caused by technological improvements with a shopping system that causes students to carry out consumptive activities to fulfill their desires. The fulfillment of prestige or on the basis of environmental influences causes the emergence of false needs which are increasingly driven by the ease of shopping through Shopee.