Shopeepaylater sebagai Penyedia Ragam Nilai Tanda di Kalangan Generasi Z Kota Medan

Abstract

Innovation in the development of payment technology has triggered the phenomenon of PayLater users, one of which is ShopeePayLater which is of interest to the public, especially Generation Z in Medan City. The presence of ShopeePayLater on Shopee e-commerce invites Generation Z to use payments through this feature. This study aims to find out why Generation Z in Medan City chose ShopeePayLater in displaying token values and how token values are formed from the results of transactions using the ShopeePayLater feature. This study uses Jean Baudrillard's consumption society theory which includes simulation, simulacra and hyperreality. The method used in this research is qualitative research with a descriptive approach. The data obtained is the result of research through the process of observation, documentation and in-depth interviews with several informants. This research was conducted with 11 informants who are active ShopeePayLater users. The results of the study show that the majority of Generation Z ShopeePayLater users come from the Sundanese tribe. The various sign values that are formed from the results of transactions using ShopeePayLater are in the form of socioeconomic status and several images which include fashionable and stylish images, images of career women, beautiful and attractive images as well as educated student images as well as the reasons for Generation Z in Medan City choosing ShopeePayLater as a provider of sign values due to the satisfaction of shopping, fulfilling urgent needs, an instant modern lifestyle, shopping promos and a debt society which is a culture of debt. As for displaying the various values of this sign, technology and the influence of the surrounding environment play a role in it and have a negative impact on its use, such as being vulnerable to digital-based violence.