POLA PERILAKU KONSUMTIF DALAM MEDIA SOSIAL INSTAGRAM (Studi Fenomenologi terkait Perilaku Konsumtif Pengguna Instagram terhadap Online Shop @sasmaya_kebaya di Magelang)

widya pangestika , sabrina (2017) POLA PERILAKU KONSUMTIF DALAM MEDIA SOSIAL INSTAGRAM (Studi Fenomenologi terkait Perilaku Konsumtif Pengguna Instagram terhadap Online Shop @sasmaya_kebaya di Magelang). Other thesis, sebelas maret university .

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    Abstract

    ABSTRACT Sabrina Widya Pangestika. D0313071. 2017. “SYSTEM OF CONSUMING BEHAVIOR IN INSTAGRAM SOCIAL MEDIA (A Phenomenological Study on Consuming Behavior of Instagram User over @sasmaya_kebaya di Magelang Online Shop in Magelang)”. Thesis. Supervisor: Prof. Dr. Mahendra Wijaya, MS. Department of Sociology. Social and Political Sciences Faculty. Sebelas Maret University. Surakarta. Consuming behavior is an excessively purchasing behavior and does not reflect the human beings’ business to utilize money economically but consuming behavior can be a less appropriate means of self-existence. The presence of online shop, in addition to making the community consumptive, will result in a tendency that the community goes outside lazily. This research aimed to find out the consuming behavior of Instagram user over their purchasing interest in the product of @sasmaya_kebaya online shop. This study employed qualitative research type with phenomenological approach with Jean Baudrilard’s Consuming Theory. The sampling technique used was purposive sampling one. Techniques of collecting data used were observation, interview and documentation. Data validation was carried out using source triangulation. Technique of analyzing data used was an interactive model of analysis. The result of research shows that the reasons of why consumers behaving consumptively are that they want to be different apparently from others; buying kebaya with different motif and material corresponding to the consumers’ taste become self-pride; it is done to follow others, in that when others update the newest kebaya, the instinct to possess it will result, leading to consuming behavior; having many newest kebaya collections will attract others’ attention. In addition the reasons above, easy process, taking not too much time, more affordable price compared with the market price, and better product quality become other reasons of consumptive consumer in shopping in online shop. Keyword : Consuming Behavior, Instagram, Online Shop, Sasmaya Kebaya Online Shop

    Item Type: Thesis (Other)
    Subjects: H Social Sciences > HM Sociology
    Divisions: Fakultas Ilmu Sosial dan Politik > Sosiologi
    Depositing User: Taufik A
    Date Deposited: 01 Jan 2018 10:46
    Last Modified: 01 Jan 2018 10:46
    URI: https://eprints.uns.ac.id/id/eprint/38796

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