Analisis perilaku konsumsi melalui gaya hidup pada usia remaja
DOI:
https://doi.org/10.22219/satwika.v6i2.22313Keywords:
Perilaku Konsumsi, Gaya HidupAbstract
Mahasiswa yang saat ini masih tergolong pada usia remaja akhir di Kota Samarinda memiliki gaya hidup yang tinggi terutama masalah penampilan karena cenderung mengikuti tren, namun hal ini tidak didukung oleh pendapatan yang memadai serta belum mandirinya mahasiswa secara finansial. Penelitian ini bertujuan untuk menjabarkan lebih rinci bagaimana perilaku konsumsi yang dilakukan individu terutama diusia remaja jika dilihat dari gaya hidup yang dijalani. Jenis penelitian yang dilakukan adalah deskriptif kualitatif, teknik analisis data yang digunakan dalam penelitian ini adalah reduksi data, penyajian data, serta menarik kesimpulan. Berdasarkan hasil penelitian diketahui bahwa mahasiswa di kota Samarinda sebagian besar suka berbelanja, suka bergaul dan juga suka untuk berlibur, tetapi mahasiswa juga memiliki motif berkonsumsi pada pembelian produk bermanfaat. Hal tersebut ditunjukkan oleh gaya hidup mahasiswa yang berorientasi pada pemenuhan kebutuhan untuk menunjang pendidikan. Gaya hidup mahasiswa lebih berorientasi pada masa depan, sehingga membuat mahasiswa dalam bertindak memiliki banyak pertimbangan termasuk pada perilaku konsumsinya. Dapat disimpulkan bahwa gaya hidup mahasiswa di kota Samarinda adalah gaya hidup yang senang berbelanja namun tetap dibarengi dengan pertimbangan yang matang terkait kebermanfaatan produk.
Students who are currently still classified as late teens in Samarinda City have a high lifestyle, especially appearance problems because they tend to follow trends, but this is not supported by adequate income and students are not financially independent. This study aims to describe in more detail how consumption behavior is carried out by individuals, especially at the age of teenagers when viewed from the lifestyle they live. The type of research conducted is descriptive qualitative, data analysis techniques used in this study are data reduction, data presentation, and drawing conclusions. Based on the results of the study, it is known that students in Samarinda city mostly like shopping, like to hang out and also like to go on vacation, but students also have a consumption motive for buying useful products. This is indicated by the student's lifestyle which is oriented towards meeting the needs to support education. The student's lifestyle is more future-oriented, so that students have a lot of considerations in their actions, including their consumption behavior. It can be concluded that the student lifestyle in the city of Samarinda is a lifestyle that loves to shop but is still accompanied by careful considerations regarding the usefulness of the product.
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