PERILAKU SOSIAL MASYARAKAT URBAN TERHADAP TREN VIRAL MIXUE DI JAKARTA SELATAN

SALSABILA DWI SAPITRI, . (2026) PERILAKU SOSIAL MASYARAKAT URBAN TERHADAP TREN VIRAL MIXUE DI JAKARTA SELATAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengidentifikasi faktor pendorong adopsi tren viral Mixue oleh masyarakat urban Jakarta Selatan serta menganalisis pengaruh tren merek kompetitor terhadap perubahan perilaku sosial konsumen Mixue. Penelitian menggunakan pendekatan kualitatif deskriptif dengan teknik observasi, wawancara mendalam, dan dokumentasi, melibatkan sembilan informan (satu informan kunci, lima informan konsumen, dan tiga informan non-konsumen) di Jakarta Selatan. Hasil penelitian menunjukkan bahwa dalam kerangka Theory of Planned Behavior (TPB), norma subjektif menjadi dimensi paling dominan karena perilaku masyarakat lebih banyak dipengaruhi oleh lingkungan sosial, media sosial, rekomendasi teman, FOMO, dan bandwagon effect, meskipun pada kelompok non-konsumen sikap berperan sebagai penghambat keputusan pembelian. Sementara itu, dalam kerangka Stimulus–Organism–Response (S-O-R), organism menjadi aspek paling dominan karena perubahan perilaku ditentukan oleh proses evaluasi dan ketertarikan terhadap merek kompetitor setelah menerima stimulus berupa promosi digital dan diskon, yang pada kelompok konsumen menghasilkan penurunan minat terhadap Mixue, sedangkan pada kelompok non-konsumen proses tersebut berhenti pada tahap organism tanpa menghasilkan perilaku pembelian. ***** This study aims to identify the factors driving urban communities in South Jakarta to adopt the Mixue viral trend and to analyze how competitor brand trends affect changes in consumer social behavior toward Mixue. It uses a qualitative descriptive approach with observation, in-depth interviews, and documentation, involving nine informants (one key informant, five consumer informants, and three non-consumer informants) in South Jakarta. The findings show that within the Theory of Planned Behavior (TPB), subjective norm is the most dominant dimension, as community behavior is driven more by social environment, social media, peer recommendations, FOMO, and the bandwagon effect, although attitude acts as a barrier to purchase decisions among non-consumer informants. Meanwhile, within the Stimulus–Organism–Response (S-O-R) framework, organism is the most dominant aspect, as behavioral change is determined by an internal process of evaluation and interest in competitor brands after exposure to stimuli such as digital promotion and discounts, resulting in declining interest in Mixue among consumer informants, while among non-consumer informants the process stops at the organism stage without producing purchasing behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Desy Safitri, M.Si. ; 2). Dr. Dian Alfia Purwandari, M.Si.
Subjects:	Ilmu Sosial > Ilmu Sosial (Umum) Ilmu Sosial > Sosiologi Ilmu Sosial > Kondisi Sosial,Masalah Sosial,Reformasi Sosial
Divisions:	FIS > S1 Pendidikan IPS
Depositing User:	Users 34650 not found.
Date Deposited:	31 Jul 2026 02:26
Last Modified:	31 Jul 2026 02:26
URI:	http://repository.unj.ac.id/id/eprint/67852

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