Fenomena Konsumsi Produk Beauty dan Fashion sebagai Simbol Status Sosial pada Mahasiswa

Abstract

This study aims to analyze the phenomenon of beauty and fashion product consumption as a symbol of social status among students of the Faculty of Economics and Business, Universitas Sumatera Utara. In the modern consumer society, as theorized by Jean Baudrillard, consumption is no longer driven by utility, but by symbolic value that represents identity and social status. This qualitative study employed semi-structured interviews with purposively selected informants. The findings indicate that consumption of beauty and fashion products functions as a medium for self-expression and a tool to display social status within the university environment. Factors such as personal values, peer influence, social media exposure, and prevailing trends significantly shape students’ consumption patterns. Moreover, consumption practices lead to the emergence of social stratification based on brand preference, price, and style, forming informal social groupings among students. Products are interpreted not for their practical use, but for the symbolic meanings attached to them, playing a central role in constructing social identity and stratified positions on campus.