PENGARUH FITUR SHOPEE TERHADAP PERILAKU KONSUMTIF MAHASISWA DESTINASI PARIWISATA UNIVERSITAS TEKNOLOGI YOGYAKARTA

Syahla Annisa, NIM.: 21105040042 (2025) PENGARUH FITUR SHOPEE TERHADAP PERILAKU KONSUMTIF MAHASISWA DESTINASI PARIWISATA UNIVERSITAS TEKNOLOGI YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The development of digital technology has changed people's consumption patterns, including students in meeting their needs. One manifestation of this change is the widespread use of online shopping platforms such as Shopee. Students, as part of the digital-native generation, use the convenience of online shopping to meet their needs and to follow trends and maintain their social image. This phenomenon shows a change from functional consumption to symbolic consumption, which is marked by the increasing consumer behavior of students in using Shopee. This study aims to understand how the value of the sign becomes a factor that influences their tendency to choose Shopee as an online shopping platform and understand how the features in the Shopee application, such as flash sales, Shopee Live, twin date promotions, encourage consumer behavior among students of Tourism Destinations, Yogyakarta University of Technology. This study uses a qualitative approach with data collection methods in the form of interviews, observations, and documentation of eight male and female students of Tourism Destinations, Yogyakarta University of Technology. The data analysis technique used refers to the Miles and Huberman analysis model; Data reduction, data presentation, and drawing conclusions. To understand changes in student consumer behavior, researchers use Jean Baudrillard's Consumerism Theory, which emphasizes that current consumption is based on the sign value attached to a product. Through this theoretical approach, researchers explore the role of Shopee as a medium that contributes to shaping social identity and encourages excessive consumption through the various features offered. The results of the study revealed that Shopee plays a role as a medium in shaping student consumption patterns, not only functionally, but also symbolically. Students tend to buy goods because of the status or meaning attached to a product, not merely for necessity. Through promotional features such as Shopee Live, flash sales, twin dates which have an impact on increasing impulsive behavior, purchases that focus on sign value, and also affect the social, economic, and psychological aspects of students. In addition, the influence of the social environment such as peers and trends on social media also strengthen the tendency towards excessive consumption.

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