Public Consumer Behavior in Online Shopping Trends in the Digital Era
DOI:
https://doi.org/10.63309/dialektika.v22i1.1067Keywords:
Consumerism, Digital Lifestyle, Social Identity, Urban Sociology, Online ShoppingAbstract
This study aims to analyze consumerist behavior in online shopping trends in the digital era, focusing on urban communities in Kota Bandung. The research employs a qualitative approach using in-depth interviews, observation, and documentation techniques involving active e-commerce users. Data were analyzed using the interactive model of Miles and Huberman. The findings reveal that consumer behavior is no longer driven by rational needs but by symbolic value (sign value) associated with identity and lifestyle. Specifically, the study finds that (1) purchasing decisions are largely driven by digital promotions that create a sense of artificial urgency, (2) social media plays a significant role in constructing artificial needs through mechanisms of simulation and hyperreality, and (3) the use of paylater services contributes to a shift in the meaning of debt from a financial burden to a normalized digital lifestyle practice. These conditions lead to increased individual spending and a transformation of social values, where consumption functions as a means of identity expression and social recognition. From the perspective of Jean Baudrillard, this phenomenon reflects a consumer society dominated by symbols, images, and simulation within the context of digital urban life.
Downloads
References
Amanda, A. F., Fadhila, N., Mirnawanti, D., Lucy, A., & Shari, P. (2023). Perilaku Konsumtif Media Sosial secara Berlebihan bagi Mahasiswa Fakultas Ekonomi Universitas Negeri Semarang di Era Digital. Jurnal Mediasi, 2(2), 155–166.
Ani, J., Lumanauw, B., Tampenawas, J. L. A., Merek, P. C., Dan, P., Layanan, K., Pembelian, K., Pada, K., Ani, J., Lumanauw, B., & Ratulangi, U. S. (2021). Pengaruh Citra Merek, Promosi dan Kualitas Layanan Terhadap Keputusan Pembelian Konsumen Pada E-Commerce Tokopedia Di Kota Manado. Jurnal Emba, 9(2), 663–674.
Anjani, A. N. (2025). GAYA HIDUP KONSUMTIF MAHASISWA Studi Tentang Orientasi Gaya Hidup Mahasiswa Universitas Islam Negeri Walisongo Pada Fashion Thrifting. Universitas Islam Negeri Walisongo Semarang.
APJII. (2024). Laporan Survei Penetrasi Internet Indonesia. APJII. https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
APJII Indonesia. (2025). Hasil Survei Internet APJII. https://survei.apjii.or.id/survei
Bakti, I. setia, Nirzalin, & Alwi. (2019). KONSUMERISME DALAM PERSPEKTIF JEAN BAUDRILLARD. Jurnal Sosiologi USK, 13, 146–165.
Baudrillard, J. (1998). The Consumer Society: Myths and Structures. Sage Publication.
Febrianti, U. S., Agatha, M., & Widyanti, S. (2024). Pengaruh Media Sosial ( Tik Tok ) dan Gaya Hidup terhadap Perilaku Konsumtif Mahasiswa Program Studi Pendidikan Ekonomi Universitas Bhinneka PGRI Tulungagung Tahun Akademik 2023 / 2024. Jurnal Penelitian Multidisiplin, 2(7), 537–546.
Nurhaqqi, F., Bimantoro, R. F., & Sari, R. M. (2025). Preferensi dan Perilaku Konsumsi Mahasiswa terhadap Pembelian Produk Fashion di Marketplace E-Commerce pada Era Globalisasi. 5(2).
Prasetiyo, S. M., Gustiawan, R., Albani, F. R., Komputer, I., Informatika, T., Pamulang, U., & Selatan, T. (2024). Analisis Pertumbuhan Pengguna Internet Di Indonesia. BIIKMA : Buletin Ilmiah Ilmu Komputer Dan Multimedia, 2(1), 65–71. https://jurnalmahasiswa.com/index.php/biikma/article/download/1032/692/2267
Putri, A., Syuhada, S., & Arief, H. (2025). Pengaruh Penggunaan Media Sosial Dan Gaya Hidup terhadap Perilaku Konsumtif Siswa Kelas XI SMA Negeri 11 Kota Jambi. Jurnal Pendidikan Tambusai, 9, 14706–14716.
Putri, V. A., Tartila, L., Anandhita, N., & Sari, N. (2025). IMPLIKASI BUY NOW PAY LATER (BNPL) PADA PERILAKU KONSUMTIF GENERASI Z DALAM PERSPEKTIF EKONOMI ISLAM. Media Riset Bisnis Manajemen Akuntansi, 1(1), 114–126.
Ratnaningrum, T., Dewi, R., Karnain, B., & Santoso, H. T. (2024). Pengaruh Belanja Online dan Fitur Paylater Shopee Terhadap Perilaku Konsumtif Masyarakat Di Kota Surabaya. Jurnal Mahasiswa Manajemen Dan Akuntansi, 3(2).
Soesana, A., Subakti, H., Salamun, S., Tasrim, I. W., Karwanto, K., Falani, I., Bukidz, D. P., & Pasaribu, A. N. (2023). Metodologi Penelitian Kuantitatif (A. Karim (ed.); Pertama). Yayasan Kita Menulis.
Statista. (2024). E-commerce usage in Indonesia 2024.
Sucifa, A. S. (2025). Pengaruh consumptive lifestyle dan islamic financial literacy terhadap perilaku menabung (studi pada mahasiswa ekonomi syariah dan perbankan syariah). Universitas Islam Negeri Syarif Hidayatullah Jakarta.
Syifani, G. A., & Mustika, M. D. (2024). Shopping motivations of Paylater users. Australian Journal of Psychology, 76(1), 1–15. https://doi.org/10.1080/00049530.2024.2408022
Wardini, A., & Dasalinda, D. (2024). Hubungan Intensitas Penggunaan Media Sosial Tiktok dengan Perilaku Konsumtif pada Siswa Kelas X SMAN 76 Jakarta. Jurnal Ilmiah Ilmu Pendidikan, 7, 7647–7651.
Widiasih, N. P. Y., Sokarina, A., & Isnawati. (2023). Paylater System and Community Consumptive Behavior: Phenomenological Study. Socio-Economic and Humanistic Aspects for Paylater System And, 188–197.
Wulan, N., Palupi, I., Ummah, S. R., & Larasati, P. (2025). Konsep dan Praktik Metode Kualitatif untuk Penelitian Sosial.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Jurnal Dialektika: Jurnal Ilmu Sosial
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
