BUDAYA KONSUMTIF DOMPET DIGITAL DI KALANGAN KAUM MUDA (STUDI KASUS : TUJUH KAUM MUDA PENGGUNA SHOPEEPAY DI JATICEMPAKA)

DEWI NURSAFALA, . (2024) BUDAYA KONSUMTIF DOMPET DIGITAL DI KALANGAN KAUM MUDA (STUDI KASUS : TUJUH KAUM MUDA PENGGUNA SHOPEEPAY DI JATICEMPAKA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Skripsi ini membahas mengenai budaya konsumtif dompet digital yang dilakukan oleh tujuh kaum muda Jaticempaka. Penelitian ini memiliki tiga tujuan utama. Pertama, untuk mendeksripsikan budaya konsumtif dompet digital di kalangan tujuh kaum muda. Kedua, untuk mendeskripsikan faktor pendorong perilaku konsumtif pemuda penggunaan dompet digital ShopeePay. Ketiga, untuk mendeskripsikan implikasi budaya konsumtif dompet digital ShopeePay di kalangan tujuh kaum muda Jaticempaka. Penelitian ini menggunakan metode kualitatif dengan pendekatan studi kasus. Data dikumpulkan melalui dua jenis sumber, yaitu menggunakan data primer dan data sekunder. Data primer diperoleh melalui wawancara mendalam, sementara data sekunder dikumpulkan dari pengamatan, dokumentasi, dan kajian literatur. Subjek dalam penelitian ini adalah tujuh kaum muda pengguna dompet digital ShopeePay yang berusia 20-24 tahun dan berperilaku konsumtif. Lokasi penelitian dilakukan di wilayah Jaticempaka. Hasil studi menunjukkan bahwa budaya konsumtif yang terbentuk melalui penggunaan dompet digital ShopeePay mengubah pola konsumsi kaum muda menjadi lebih impulsif, tidak terencana, dan bergantung pada promo serta diskon. Faktor-faktor seperti integrasi dengan marketplace, kemudahan akses, serta penawaran menarik, berperan besar dalam meningkatkan frekuensi transaksi di kalangan kaum muda. Dompet digital tidak hanya mempercepat dan mempermudah proses pembayaran, tetapi juga memproduksi dan memperkuat budaya konsumtif di kalangan pengguna muda ShopeePay. Penggunaan ShopeePay tidak hanya sekadar proses transaksi, tetapi juga menjadi identitas digital kaum muda dalam budaya konsumtif modern. ***** This thesis discusses the consumerist culture of digital wallets carried out by seven Jaticempaka young people. This research has three main objectives. First, to describe the consumer culture of digital wallets among seven young people. Second, to describe the factors driving youth consumer behavior in using the ShopeePay digital wallet. Third, to describe the implications of the consumerist culture of the ShopeePay digital wallet among seven young people in Jaticempaka. This research uses a qualitative method with a case study approach. Data was collected through two types of sources, namely using primary data and secondary data. Primary data was obtained through in-depth interviews, while secondary data was collected from observation, documentation and literature review. The subjects in this research were seven young people using the ShopeePay digital wallet who were aged 20-24 years and had consumer behavior. The research location was carried out in the Jaticempaka area. The results of this study show that the consumer culture formed through the use of the ShopeePay digital wallet changes the consumption patterns of young people to become more impulsive, unplanned and dependent on promotions and discounts. Factors such as integration with marketplaces, easy access, as well as attractive offers, large participation in increasing the frequency of transactions among young people. Digital wallets not only speed up and simplify the payment process, but also produce and strengthen a consumer culture among young ShopeePay users. Using ShopeePay is not just a transaction process, but also a digital identity for young people in modern consumer culture.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prima Yustitia Nurul Islami, M.Si ; 2). Mayang Puti Seruni,M.Si
Subjects:	Ilmu Sosial > Sosiologi Manajemen > Perilaku Konsumen
Divisions:	FIS > S1 Pendidikan Sosiologi
Depositing User:	Dewi Nursafala .
Date Deposited:	08 Aug 2024 00:29
Last Modified:	08 Aug 2024 00:29
URI:	http://repository.unj.ac.id/id/eprint/48370

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