Analisis Perilaku Konsumsi Mahasiswi di Surakarta Pengguna E-Commerce

Mutmainah, Attifah Nafsul and , Yudha Wirawanda, S.I.Kom., M.A (2023) Analisis Perilaku Konsumsi Mahasiswi di Surakarta Pengguna E-Commerce. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

People's lives are changed by the presence of technology because it makes all tasks more comfortable to complete. The field of digital marketing has undergone changes as a result of technology, such as the emergence of online shops. Online shop is enough to make purchases more convenient. This study aims to analyze how the consumption behavior of female students in Surakarta uses e-commerce. This research uses the consumption society theory from Jean Baudrillard. Inductive data analysis and descriptive data analysis were used in this study along with a qualitative descriptive approach. Purposive sampling was used to select the sample for this study. Subjects in female student research in Surakarta who use e-commerce. The sample criteria in this study were: female students in Surakarta aged 18 to 22 years who have used e-commerce for more than 3 years. Data collection was carried out in-depth interviews and documentation. Data analysis uses interactive data analysis, the data will be reduced, presented, and conclusions drawn by the researcher. The results of the study show that the consumption behavior of female students in Surakarta who use e-commerce means that the informants involved in this study buy e-commerce because of needs and trends. Trends followed by informants in this study were fashion or outfits, following what idols were doing, and shopping trends influenced by advertisements, promos, cashback, and free shipping. From this presentation, it can be concluded that Jean Baudrillard's concept of "consumptive society" applies to modern life, where people often obtain things out of want rather than need.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	consumption behavior, e-commerce, Jean Baudrillard, consumer society.
Subjects:	H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	ATTIFAH NAFSUL MUTMAINAH
Date Deposited:	18 Aug 2023 07:20
Last Modified:	18 Aug 2023 07:20
URI:	http://eprints.ums.ac.id/id/eprint/116136

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