Perilaku Konsumtif Mahasiswa pada Era Digital Marketing (Studi Kasus pada Mahasiswa Sosiologi di FISIP Universitas Sumatera Utara)

Abstract

The presence of the internet and digital communication technology has changed the way people interact and shop. Gadget applications, social media and digital channels are important media for product marketers in managing clients by offering time and cost efficiency. The behavior of the zoomers generation, including students, is considered to be consumptive through prioritizing spending on food or the internet compared to saving or investing. This research aims to decipher consumptive behavior in the digital marketing era. In addition, this research is also expected to be useful in the academic and practical fields. This research is a quantitative descriptive research. The respondents in this study were determined by random sampling, and because the total population was 111 students, 23% of the total was 26 respondents. Data collection was used using questionnaires, observations and documentation. In data processing, frequency distribution analysis is used with the help of the SPSS 20 device to obtain research conclusions and recommendations. In this study, the theory used to analyze the data is Jean Baudrillad's theory of consumerism. Based on the results of the study, it can be seen that respondents have a pattern of consumptive behavior that is not influenced by the desire to gain respect, status, prestige, and identity when applying digital shopping media. Although, the respondents in this study still show unconsciousness or helplessness towards pseudo-need systems such as discounts that are imposed on students to behave consumptively.