The Meaning of Online Shopping Behavior in the Perspective of Jean Baudrillard's Social Logic of Consumption
(Case Study in Surabaya City)
DOI:
https://doi.org/10.22219/jp.v7i01.36102Abstract
This study investigates the social meanings and implications of online shopping behavior in Surabaya, Indonesia, a rapidly urbanizing city with high internet penetration and a growing e-commerce sector. It examines how online shopping is experienced and understood by consumers, moving beyond a purely transactional view to explore its role in shaping social relationships, identities, and cultural practices. Using a qualitative approach, the research draws on in-depth interviews with eighteen regular online shoppers in Surabaya, selected through purposive sampling with the assistance of a key informant who owns an online store. The semi-structured interviews explored participants' motivations, purchasing habits, perceptions of online shopping, and the social context of their online consumption. Thematic analysis was employed, involving iterative coding and interpretation of the interview transcripts to identify recurring patterns and key themes. The findings reveal that online shopping in Surabaya is driven by a complex interplay of factors beyond mere convenience. While the ease and efficiency of online platforms are significant motivators, the study highlights the powerful influence of discounts, promotions, and the visual allure of online marketplaces. These factors often lead to impulse purchases and the acquisition of items driven by "want" rather than "need." Furthermore, the research uncovers the significant role of social comparison and the desire for "newness" in shaping online consumption. Participants expressed a desire to keep up with trends, appear fashionable, and gain social validation through their online purchases. This suggests that online shopping is not simply an individual activity but is deeply embedded in social dynamics and the pursuit of status. The study concludes that online shopping in Surabaya is a multifaceted social practice, reflecting broader trends in consumer culture and the increasing influence of digital platforms on everyday life. It highlights the need for further research into the long-term social, cultural, and psychological consequences of this increasingly prevalent form of consumption.
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