PERILAKU KONSUMTIF MAHASISWA SANTRI DI COFFEE SHOP YOGYAKARTA

Dwi Mustika, NIM.: 20105040041 (2024) PERILAKU KONSUMTIF MAHASISWA SANTRI DI COFFEE SHOP YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

Preview	Text (PERILAKU KONSUMTIF MAHASISWA SANTRI DI COFFEE SHOP YOGYAKARTA) 20105040041_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf - Published Version Download (4MB) | Preview
	Text (PERILAKU KONSUMTIF MAHASISWA SANTRI DI COFFEE SHOP YOGYAKARTA) 20105040041_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf - Published Version Restricted to Registered users only Download (4MB) | Request a copy

Abstract

Coffee shops were originally a consumption area to enjoy a cup of coffee, but nowadays the concept has evolved into a space with various activities. The proliferation of coffee shops in this student city has made Yogyakarta a pioneer in the emergence of coffee shops with student segmentation, so that coffee shops can be said to be the 'third home' after residence and campus. Coffee shops that have been integrated into the lives of students have an influence on lifestyles, consumption patterns, and various interactions that occur in them, because students can express themselves and as a place to build self-image in the student environment. This research refers to Jean Baudrillard's consumption theory about consuming sign value in postmodern society. This research method uses qualitative research where the data obtained by qualitative research is through observation, interviews, and documentation. Data collection began on June 27, 2024 to July 19, 2024 at Sender Coffee Sapen, Konkrite Coffee, and Balcos Compound located in Yogyakarta City. Primary data sources used consisted of eight visitors who were both students and students, and each person in charge of the three coffee shops. while secondary data sources include books, theses, journals, and so on related to postmodern consumptive behavior. The results of this research is consumptive behavior of consuming signs can occur to anyone, including santri students who in fact have a plus value compared to ordinary students. Santri students are expected to be able to implement wisdom in consumption as taught in pesantren so as not to get out of self-control in consumption wherever they are, especially in coffee shops. The research results prove that they consume coffee shop at least once a week by spending hours hanging out, doing assignments, or just playing social media with their group or alone. Their coffee shop preferences are not arbitrary, by consuming expensive space and coffee by coffee shop they get luxurious facilities, delicious food and drinks, and the value built by coffee shops can make consumers feel prestige, can raise social status, and look not out of date. Keyword: Consumer Behavior, Santri Student, Coffee shop, Jean Baudrillard

Share this knowledge with your friends :

Actions (login required)

View Item