Analisis Perilaku Konsumtif Flash Sale Shopee Dalam Kesejahteraan Finansial Gen Z di Kota Medan
DOI:
https://doi.org/10.57235/jetbus.v3i1.8741Keywords:
Perilaku Konsumtif; Flash Sale; Shopee; Generasi Z; Kesejahteraan FinansialAbstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang menyebabkan Generasi Z di Kota Medan menunjukkan perilaku konsumtif dalam mengikuti program flash sale Shopee serta dampaknya terhadap kesejahteraan finansial mereka. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui observasi digital, wawancara mendalam, studi kepustakaan, dan dokumentasi. Informan penelitian ditentukan menggunakan teknik purposive sampling, yang terdiri atas informan kunci, informan utama, dan informan tambahan. Hasil penelitian menunjukkan bahwa perilaku konsumtif Gen Z dalam flash sale Shopee dipengaruhi oleh faktor internal dan eksternal. Faktor internal meliputi motivasi, harga diri, observasi, proses belajar, kepribadian, dan konsep diri, sedangkan faktor eksternal meliputi kebudayaan, kelas sosial, kelompok sosial, referensi, dan keluarga. Mekanisme flash sale melalui diskon besar, keterbatasan waktu, stok terbatas, countdown timer, rekomendasi media sosial, serta Fear of Missing Out (FOMO) mendorong pembelian spontan dan tidak selalu didasarkan pada kebutuhan prioritas. Temuan penelitian menunjukkan adanya pola kerentanan konsumsi digital, yaitu kondisi ketika promosi digital mendorong pembelian cepat, berulang, dan impulsif sehingga melemahkan kontrol diri finansial. Dampaknya terlihat pada meningkatnya pengeluaran tidak terencana, berkurangnya kemampuan menabung, terganggunya pengelolaan anggaran, munculnya penyesalan setelah berbelanja, serta meningkatnya stres finansial. Dengan demikian, perilaku konsumtif dalam flash sale Shopee tidak hanya berdampak pada kesejahteraan finansial Gen Z, tetapi juga berimplikasi pada kesejahteraan sosial mereka.
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