Perilaku Konsumtif Mahasiswa Universitas Gadjah Mada dalam Penggunaan Gadget

Rani Fadilah, Heru Nugroho

2015 | Skripsi | Sosiologi

ABSTRACT Within the advancement of technology nowadays, communication and its devices are the two important objects to be observed. Everyone needs communication device to maintain contact with another and moreover, human is social being that could not live alone and always depends on someone, thus communication device has become new trend in either national and international market. One of communication devices, so called gadget, is getting famous nowadays. The presence of gadget causes someone's inavitable consumptive behavior. The function and meaning of gadget as communication devidce has swifted, nowadays gadget is something valuable to its owner. Based on those facts, this present research questions the perception of international medical students in Universitas Gadjah Mada concerning gadget and consumptive behavior in the use of gadget. The subject of this research is the students of international medicine department, since consumptive behavior always relates to wealth, and the tuition fee of international medicine department is much more costly than other departments, thus researcher uses international medical students in this research. This research applies qualitative method, in which researcher freely selects the research informants who meet the defined criteria. The collected data were analyze using Karl Mark's fetishism theory, Jean Baudrillard's cosumer society, and Guy Debord's showing off society. The findings show that there is a swift on the perception of gadget, gadget was no longer communication device but today's fetishism in which students' life depends on gadget. In selecting gadget, the consideration is not based on the function but how fancy the gadget is to be shown off to others. It is according to Guy Debord's theory on the showing off society, that consumption is to be shown off to other people. The factors that influence the students' consumptive behavior are the large number of advertisements in television and social media. Ads influences students to consume more and more. In addition to ads, social environment also influences the student and the gadget itslef that is made more sophisticated day by day so that it makes people more dependent on gadget. Keywords: gadget, consumptive behavior, fetishism.

Kata Kunci : Psikologi Sosial Remaja - DIY