Understanding Consumptive Behavior in Online Shopping Among FISIP Anthropology Students at the University of North Sumatra

Oct 13, 2025 by wbrum.org 86 views

Understanding Consumptive Behavior in Online Shopping Among FISIP Anthropology Students at the University of North Sumatra

Introduction

In today's digital age, online shopping has become an integral part of our lives. With the rise of e-commerce platforms, consumers can now access a vast array of products from the comfort of their own homes. However, this convenience has also led to a culture of consumptive behavior, where individuals prioritize instant gratification over financial prudence. This study aims to investigate consumptive behavior in online shopping among FISIP Anthropology students at the University of North Sumatra, with a focus on the factors that encourage this behavior, the products that are consumed, and the impact of consumptive behavior on students.

Methodology

This study employed a descriptive qualitative research method, with data collection through observation, in-depth interviews, and documentation. A total of 11 Anthropology students from the class of 2019-2021 participated as informants in this study. The research aimed to provide an in-depth understanding of the consumptive behavior of these students, rather than making generalizations about the entire population.

Factors that Encourage Consumptive Behavior

The study found that several factors encourage consumptive behavior among Anthropology students in online shopping:

Time Efficiency

Ease and speed of access have become the main attractions of online shopping. With just a few clicks, students can access a vast array of products, making it easier to indulge in consumptive behavior.

Affordable Prices

Online platforms often offer attractive promos and discounts, making items look more affordable. This can lead to impulse buying, as students may feel that they are getting a good deal.

Effects of the Closest Person

Recommendations from friends, family, or influencers can trigger the desire to buy certain products. Social media platforms, in particular, have become breeding grounds for consumerism, with influencers promoting products and encouraging their followers to buy.

Advertising on social media and online platforms has a significant influence in creating desires and triggering impulse buying. The constant bombardment of ads can lead to a culture of instant gratification, where students prioritize short-term pleasure over long-term financial stability.

Choice of Consumption Products

The study found that Anthropology students in online shopping have a preference for the following products:

Clothes
Skin care and beauty products
Accessories
Lecture books
Mobile phone cases
Bags
Shoes
Makeup
Dry food
Cat equipment and vitamins

These products are often chosen for their convenience, affordability, and perceived value. However, this consumption pattern can have negative consequences, such as financial strain and dependence on consumptive goods.

Impact of Consumptive Behavior

Consumptive behavior has both positive and negative impacts on students:

Positive Impact

Ease of shopping: Online shopping provides a variety of product choices and is practical.
Accessibility: Ease of access to various products from various regions.

Negative Impact

Pemolaship: Ease of buying and attractive promos can trigger uncontrolled expenses.
Dependence: Consumptive behavior can trigger dependence on consumptive goods, which can have an impact on financial expenditure and welfare.

Theory Analysis

The results of this study are in line with the theory of consumptive society by Paul Jean Baudrillard, which states that consumption is no longer based on needs, but on the fulfillment of desires. The theory of consumptive culture by Mike Feathertone also shows that consumption of goods forms identity and self-image.

Conclusion

This study shows that consumptive behavior in online shopping among Anthropology students is driven by various factors, such as time efficiency, affordable prices, influences from the closest people, and advertising. This behavior has a positive and negative impact on them, which needs to be considered and managed wisely.

Recommendation

It is essential for students to increase awareness about the negative impacts of consumptive behavior and manage expenses wisely.
Running an educational program on financial management and healthy consumptive behavior.
Encourage activities that can meet the needs and satisfaction without depending on online shopping.

By understanding the factors that drive consumptive behavior and the impact of this behavior on students, we can develop strategies to promote healthy consumption patterns and financial literacy among young adults.
Frequently Asked Questions (FAQs) About Consumptive Behavior in Online Shopping Among FISIP Anthropology Students at the University of North Sumatra

Q: What is consumptive behavior in online shopping?

A: Consumptive behavior in online shopping refers to the tendency of individuals to prioritize instant gratification and convenience over financial prudence and responsible consumption. This behavior is characterized by excessive and impulsive buying, often driven by factors such as time efficiency, affordable prices, and advertising.

Q: What are the factors that encourage consumptive behavior among Anthropology students?

A: The study found that several factors encourage consumptive behavior among Anthropology students, including:

Time efficiency: Ease and speed of access to online shopping platforms
Affordable prices: Attractive promos and discounts offered by online retailers
Effects of the closest person: Recommendations from friends, family, or influencers
Ads: Advertising on social media and online platforms

Q: What types of products do Anthropology students prefer to buy online?

A: The study found that Anthropology students prefer to buy the following types of products online:

Clothes
Skin care and beauty products
Accessories
Lecture books
Mobile phone cases
Bags
Shoes
Makeup
Dry food
Cat equipment and vitamins

Q: What are the positive impacts of consumptive behavior on students?

A: The study found that consumptive behavior has the following positive impacts on students:

Ease of shopping: Online shopping provides a variety of product choices and is practical.
Accessibility: Ease of access to various products from various regions.

Q: What are the negative impacts of consumptive behavior on students?

A: The study found that consumptive behavior has the following negative impacts on students:

Pemolaship: Ease of buying and attractive promos can trigger uncontrolled expenses.
Dependence: Consumptive behavior can trigger dependence on consumptive goods, which can have an impact on financial expenditure and welfare.

Q: What is the relationship between consumptive behavior and financial literacy?

A: Consumptive behavior is often linked to a lack of financial literacy and responsible consumption habits. Students who engage in consumptive behavior may not fully understand the financial implications of their actions, leading to financial strain and dependence on consumptive goods.

Q: What can be done to promote healthy consumption patterns and financial literacy among students?

A: To promote healthy consumption patterns and financial literacy among students, it is essential to:

Increase awareness about the negative impacts of consumptive behavior
Run educational programs on financial management and healthy consumptive behavior
Encourage activities that can meet the needs and satisfaction without depending on online shopping

Q: What is the significance of this study?

A: This study provides valuable insights into the consumptive behavior of Anthropology students at the University of North Sumatra, highlighting the factors that drive this behavior and the impact on students. The findings of this study can inform strategies to promote healthy consumption patterns and financial literacy among young adults.