Antara Harga, Promosi, dan Gaya Hidup: Faktor-Faktor Pembentuk Perilaku Konsumtif Mahasiswa di Era Marketplace Digital
Keywords:
Digital Marketplace, Consumptive Behavior, Lifestyle, Online Shopping, Consumer Decision-Making
Abstract
This study explores the factors shaping consumptive behavior among university students in the digital marketplace era, focusing on price, promotion, and lifestyle. Triggered by the growing trend of online shopping among students—particularly via Shopee—this research employs a qualitative approach through in-depth interviews with six Communication Science students from the Faculty of Social and Political Sciences at Pattimura University, Ambon. Findings reveal that consumptive behavior is influenced by both internal and external factors in purchase decision-making. Internal factors include product relevance, affordable pricing, attractive promotions (e.g., discounts and cashback), and fast delivery services. External factors encompass cultural values, social interactions, reference group influence, personal lifestyle, and psychological aspects such as motivation and perception. The novelty of this study lies in its comprehensive mapping of digital lifestyle influences on local student consumer behavior, a subject rarely addressed in previous research. These findings contribute to the broader discourse in social sciences and humanities by deepening the understanding of youth digital consumer dynamics. The study highlights the need for digital consumption literacy and critical awareness of online marketing strategies among university students.
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References
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Yulianti, Y. A., Widjaja, S. U. M., & Utomo, S. H. (2021). Consumption Rationality of Economic Education Master Students in Online Shopping. South East Asia Journal of Contemporary Business, Economics and Law, 24(5), 70–74.
Anggorowati, A., & Sari, D. E. (2024). The Effect of Digital Payment and E-Service Quality on Consumptive Behavior among Shopee Users. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(1), 973–987.
Aulia, A., & Syamsiyah, N. (2024). The Influence of Online Shop on Consumptive Behavior of IAIN Metro Sharia Economics Students. Peradaban Journal of Economic and Business, 3(1), 39–54.
Creswell, J. W., & Creswell, J. D. (2018). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5 (ed.)). Sage Publications.
Del Vacchio, E., Gargiulo, R., & Bifulco, F. (2020). Digital communication and museum experience. A multichannel approach. Micro & Macro Marketing, 29(3), 513–533.
Deswita, D., Farisal, U., Purwanto, E., Naila, S. S., Putri, K. A. W., Putri, K. W., Kamila, L. S., Mumtaz, N. F., & Pratiwi, E. E. (2024). Digital Media Consumption Trends and Changing Consumer Mindsets: A Case Study of Online Shopping Behavior. Jurnal Bisnis Dan Komunikasi Digital, 1(4), 8.
Dewi, A. A. (2024). The Effect of Digital Payment on Generation Z’s Consumptive Behaviour. International Journal Administration, Business & Organization, 5(3), 75–85.
Dhameria, V., Nurnilasari, N., Mahmud, M., & Kwartawati, N. N. (2024). Influence E-Commerce Regarding Consumer Behavior On The Shopee Application. International Journal Of Accounting, Management, And Economics Research, 2(1), 140–159.
Dienillah, I., Rofi’illah, A. H., Raharto, E., Gafur, A., & Wardaniyah, W. (2024). Religiusity, Promotion And Lifestyle On Students Consumtive Behavior In Online Shopping. LAN TABUR: Jurnal Ekonomi Syariah, 5(2), 352–362.
Fahmilia, H., & Adinugraha, H. H. (2022). The Influence of Motivation, Lifestyle, and Trust on Purchase Decisions at Marketplace Shopee. Al-’Aqdu: Journal of Islamic Economics Law, 2(1), 1–11.
Faisal, M. G. (2024). The Influence of Paylater Existence on the Level of Impulsive Buying Behavior in Society. Journal of Economic Education and Entrepreneurship Studies, 5(4), 622–630.
Fatmawatie, N. (2020). Online Store Marketing Strategy and Its Implications on Consumptive Behavior in Fashion Products of IAIN Kediri Students: Islamic Marketing and Islamic Consumption Perspective. IQTISHODUNA, 16(2), 101–114.
Gafurdjan, Z. (2024). Inflation and its Effects on Consumer Behavior and Economic Policies. QO‘QON UNIVERSITETI XABARNOMASI, 10(10), 3–6. https://doi.org/10.54613/ku.v10i10.895
Hammou, I., Aboudou, S., & Makloul, Y. (2020). Social media and intangible cultural heritage for digital marketing communication: Case of Marrakech crafts.
Hares, M., Uddin, R., & Al Araf, A. (2024). Assessing the Consumer Perspectives Significance of Price Acceptability & Promotional Offers in Digital Marketplace.
Hidayat, U. S. (2024). Implementation of Honesty Canteen Program as Character Education Strategy in Elementary Schools. Baileo: Jurnal Sosial Humaniora, 1(3), 256–267. https://doi.org/10.30598/baileofisipvol1iss3pp256-267
Ibnou-Laaroussi, S., Rjoub, H., & Wong, W.-K. (2020). Sustainability of Green Tourism among International Tourists and Its Influence on the Achievement of Green Environment: Evidence from North Cyprus. Sustainability, 12(14), 5698. https://doi.org/10.3390/su12145698
Ittaqullah, N., Madjid, R., & Suleman, N. R. (2020). The effects of mobile marketing, discount, and lifestyle on consumers’ impulse buying behavior in online marketplace. International Journal of Scientific and Technology Research, 9(3), 1569–1577.
Jatmika, S., Mawarsari, D., & Oktaviana, F. L. (2022). Consumptive Behavior Among State Vocational High School Students as E-Commerce Services Users. International Conference on Economics and Business Studies (ICOEBS 2022), 112–118.
Kinanti, V. E. P., Solichah, A., Handayani, N., Maghfiroh, M. I., Abdiana, E. Y., Ramadani, P. A., & Afiqfah, N. (2024). Exploring Online Shopping Trends: The Impact of Lifestyle on Gen Z Students’ Purchasing Decisions on Shopee. Journal of Economics, Management and Accounting (JEMA), 1(02), 53–61.
Li, M., Deng, R., & Gong, B. (2024). Research on the Impact of Live Marketing on Consumers’ Irrational Consumption Behavior Under the Background of the New Economic Era. Journal of the Knowledge Economy, 1–50.
Makin, G. M., & Setiyawan, S. (2023). The Effect of Promotion Mix on Purchasing Decisions on the Shopee Platform with Lifestyle as an Intervening Variable. The Management Journal of Binaniaga, 8(1), 17–26.
Matharu, M., Jain, R., & Kamboj, S. (2020). Understanding the impact of lifestyle on sustainable consumption behavior: a sharing economy perspective. Management of Environmental Quality: An International Journal, 32(1), 20–40.
Nisya, A., & Halim, H. (2024). The Effect of Free Shipping, Religiosity, Hedonic Conformity and Promotion on Consumptive Behaviour in Generation Z in Banda Aceh. Asian Journal of Applied Business and Management (AJABM), 3(4), 309–326.
Palupi, R. R., Wahyono, H., & Wardana, L. W. (2023). The Influence of Financial Literacy, Amount of Pocket Money, and Life Style on Student Consumption Behavior STKIP PGRI Nganjuk Economics Education. IJEBD (International Journal of Entrepreneurship and Business Development), 6(2), 333–344.
Pasaribu, R. (2023). Social Marketing of# banggabuatanindonesia as Indonesia Nation Identity Campaign in Social Media.
Prasetyono, A. S., Suyono, J., Artaya, I. P., & Faviandhi, Q. (2021). The Impact of Promotion and Price on Purchase Decision Consumers at Marketplace Shopee. International Journal of Integrated Education, Engineering Business, 4(2), 79–86.
Purnama, S., & Bangun, C. S. (2024). Strategic management insights into housewives consumptive shopping behavior in the post covid-19 landscape. APTISI Transactions on Management, 8(1), 71–79.
Puspasari, E. Y. (2024). Critical Issues Digital Natives and E-Market Consumption. KnE Social Sciences, 599–608.
Putri, P. D. D., Lestari, B. A. H., & Ridhawati, R. (2024). The Influence Of Financial Literacy, Pocket Money, And Lifestyle On The Financial Behavior Of College Students Who Use Online Shopping Platforms. International Journal Of Asian Business And Management, 3 (1), 59–76. Https://Doi. Org/10.55927/Ijabm. V3i1, 7774.
Ridder, H.-G. (2018). Book Review: Qualitative data analysis. A methods sourcebook (6th ed., Vol. 28, Issue 4). Sage publications.
Samudra, A., & Usman, O. (2021). The Influence of Lifestyle, Price and Convenience on Purchasing Decisions at the Lazada E-Commerce Site. Price and Convenience on Purchasing Decisions at the Lazada E-Commerce Site (January 18, 2021).
Singh, P., Khoshaim, L., Nuwisser, B., & Alhassan, I. (2024). How information technology (it) is shaping consumer behavior in the digital age: a systematic review and future research directions. Sustainability, 16(4), 1556.
Siregar, K. C., Sopacua, Y., & Alfredo, R. (2024). Digital Revolution In Public Communication Management: A Review Of Opportunities And Challenges For Maluku Regional Police Public Relations In The Digital Era. Baileo: Jurnal Sosial Humaniora, 1(3), 244–255.
Soumena, F. Y., & Risnawati, R. (2023). The Muslim Hipster and Consumption Behavior Phenomena in the Shopee Marketplace of Makassar. Journal of Economics Research and Social Sciences, 7(2), 147–165.
Utami, W. N., & Juanda, T. A. (2022). The Effect Of Price Discount And Electronic Word Of Mouth On Impulse Buying At Marketplace Shopee: Study on Students of Universitas Indonesia Membangun Bandung. Journal of Business and Management Inaba, 1(2), 136–152.
Utomo, S. B., Jamali, H., Arief, I., Saputra, M. N., & Priambodo, C. G. (2023). Analysis of The Influence of Hedonic Digital Lifestyle on Consumptive E-Shopping Behavior of Generation Z Through E-Commerce Applications. Jurnal Sistim Informasi Dan Teknologi, 85–91.
Yulianti, Y. A., Widjaja, S. U. M., & Utomo, S. H. (2021). Consumption Rationality of Economic Education Master Students in Online Shopping. South East Asia Journal of Contemporary Business, Economics and Law, 24(5), 70–74.
Published
2024-10-30
How to Cite
Lakuy, F., & Sopacua, Y. (2024). Antara Harga, Promosi, dan Gaya Hidup: Faktor-Faktor Pembentuk Perilaku Konsumtif Mahasiswa di Era Marketplace Digital. Populis: Jurnal Ilmu Sosial Dan Ilmu Politik, 17(2), 170-184. https://doi.org/10.30598/populisvol17iss2pp170-184
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Articles
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