Fenomena Perilaku Konsumtif Mahasiswi dalam Penggunaan Skincare dan Make-Up sebagai Standar Kecantikan di Media Sosial (Studi Kasus Mahasiswi di Kota Medan)

Abstract

The beauty industry and social media are able to convey the concept, value, image and beauty standards that must be owned by women to get a better appearance through the use of skincare and make-up and its visualization which causes consumptive behavior in female students in Medan city. This study aims to determine the phenomenon of consumptive behavior in the use of skincare and make-up, and its meaning for female students in Medan city. The research method used is a qualitative research method with a phenomenological approach. Data collection techniques used participatory observation methods, in-depth interviews and documentation. Research informants were determined by purposive technique. The theory used is the theory of consumer society by Jean Baudrillard. The results showed that TikTok, Instagram, YouTube, Pinterest and the internet are media sources of knowledge about beauty standards. Beauty standards on social media observed by all informants such as clean and healthy skin, glowing, ideal body, beautiful eyes, sharp nose, healthy hair, natural, korean and douyin look. Consumptive behavior of female students such as buying a series of skincare and make-up as desired, following trens or viral, the influence of influencers or celebrities and advertisements with parents' monthly fees. The meaning of consumptive behavior for female students is to get beauty and increase self-confidence, a symbol of appreciation that they want to get from the social environment, future assets and make it easier to socialize in a network of friends. In the theory of consumer society, the consumptive behavior of female students has shifted in value, meaning, and function. Consumptive behavior has become a lifestyle, to get satisfaction, value markers, signs, self-image, and self-esteem.