Consumerism Culture in Shopee Advertising 10.10 Brand Festival for BEM FEB University of Muhammadiyah Jember
DOI:
https://doi.org/10.32528/issh.v2i3.353Keywords:
Consumerism Culture, Shopee Advertising, Student ConsumptionAbstract
The consumerism culture shapes the behavior or consumption activities of female students which lead to waste and excessive use of resources. This situation is familiar to female students who are sensitive to changes in lifestyle along with advances in technology. Most female students often shop online because they are tempted by trendy products in Shopee advertisements. The purpose of this study was to find out about consumerism culture and the impact of consumerism culture on BEM FEB students at University of Muhammadiyah Jember after seeing advertisements for the Shopee 10.10 brand festival. The research method used is a qualitative descriptive method using a phenomenological approach. The results showed that 4 BEM FEB students who examined impressions if impressions from the Shopee 10.10 brand advertisement festival were very influential in the consumption activities of female students who liked to shop online. This makes female students respond to the existence of a consumerist culture because they often buy products that are trendy and very up to date. But bem feb students also realize that the impact of this consumerism culture is very influential for their lives. Because the excessive use of resources and frequent shopping at the shopee for appearance problems makes spending wasteful.
Downloads
References
B. Suyanto, Sosiologi Ekonomi Kapitalis dan Konsumsi di era Masyarakat Post-Modernisme. Jakarta: KENCANA Pranada Media Group, 2013.
B. Takwin, Diri dan Pengelolaannya. Jurnal Psikologi Vol. 14. Fakultas Psikologi Universitas Indonesia, 2008.
N. Vangelov, “Consumerism and Advertising on Social Networks,” Balk. Soc. Sci. Rev., vol. 19, pp. 255–283, 2022, doi: 10.46763/bssr2219281v.
S. Wening, “Membentengi Keluarga Terhadap Budaya Konsumersime dengan Nilai-Nilai Kehidupan dalam Pendidikan Konsumen,” J. Kel., vol. 1, no. 1, pp. 62–75, 2015.
& L. Kusumawati, N., Ichsan, Muhammad., “Konsumerisme di Era Digital dalam Iklan Layanan Masyarakat ‘Perilaku Konsumtif,’” J. Propag., vol. 2(2), 2022.
C. Lee, Monlee & Johnson, Prinsip-prinsip Pokok Periklanan dalam Perspektif Global. Jakarta: Kencana, 2011.
Bontisesari, “Representation of consumerism in GrabFood advertisement: A Critical Discourse Analysis,” J. English Lang. Cult., vol. 12, no. 2, pp. 98–112, 2022, [Online]. Available: http://journal.ubm.ac.id/
Kompas.com, “Shopee 10.10 Brands Festival Hadirkan Produk Bergaransi Orisinal dari Mitra Brand,” 2022. https://money.kompas.com/read/2022/09/16/180057226/siap-siap-shopee-1010-brands-festival-hadirkan-produk-bergaransi-orisinal-dari?page=all
L. Odillia, “Konsumerisme Sebagai Motivasi Konsumen Dalam Iklan Gopay Versi #SemuaJadiBisa,” J. Tek. Inform. dan Desain Komun. Vis., vol. 1(1), pp. 151–166, 2022.
Sugiyono, Memahami Penelitian Kualitatif. Bandung: Alfabeta, 2014.
L. Moleong, Metode Penelitian Kualitatif Edisi Revisi. Bandung: PT Remaja, Rosdakarya, 2014.
H. Davidson and D. Novitasari, “Budaya Konsumerisme Dalam Iklan Shopee Versi Cetar Membahana [Culture of Consumerism in the Shopee Advertising Cetar Membahana Version],” vol. 16, no. 1, 2022, [Online]. Available: http://journal.ubm.ac.id/
M. Maulin, “Konsumerisme Pada Iklan Majalah Perempuan,” Ilmu Polit. dan Komun., vol. VII, no. 1, pp. 1–10, 2017, [Online]. Available: https://repository.unikom.ac.id/52365/
D. Nisrina, I. A. Widodo, I. B. Larassari, F. Rahmaji, G. Kinanthi, and H. Adi, “Studi Tentang Pengaruh Budaya Korea Pada Penggemar K-Pop Diajukan untuk Melengkapi Persyaratan Mencapai Gelar Sarjana Antropologi Sosial,” J. Penelit. Hum., vol. 21, no. 1, pp. 78–88, 2020.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
