Perilaku Konsumsi Pengguna Electronic Wallet Membentuk Citra ( Studi Kasus Mahasiswa USU Pengguna E-wallet)

Abstract

This research is motivated by the development of digital technology which has brought changes to student behavior in consuming. The presence of a new payment method using an e-wallet which provides convenience and the offers given more or less change the consumption behavior of students. The method used in this research is qualitative research with a descriptive approach. The informants in this study were 10 students at the University of North Sumatra who had been actively using the e-wallet application for at least the past year. The informants were obtained using a purposive sampling technique. In this study using Jean Baudrillard's theory of consumption. The results obtained in this study are the emergence of e-wallets which have become a lifestyle among students creating consumptive consumption behavior. It can be seen from the informants who see that there is an image or sign value contained in certain goods which makes the informant consume something by only looking at the value of the sign. Students tend to consume prioritizing sign values or prestige which are considered to be able to form the image they want to build. Consumption that continues to be carried out is increasingly facilitated by promos and convenience of e-wallets which make users continue to consume to express their self-image through the goods or services they consume.