Gaya Hidup “Shopping Mall” Sebagai Bentuk Perilaku Konsumtif Pada Remaja Di Perkotaan

Abstract

Teenager is one of the most potential markets for producers. The consumptive lifestyle is one of the reasons. It’s all due to peer pressure among friends, unrealistic lifestyle, and also have a tendency to be wasteful in monetary usage. Through their lifestyle, teenager can show their characteristic and social class among their people. That is why producers are using this type of attribute between teenagers to be their market. The purpose of this research is to identify the characteristic of regular “shopping mall” lifestyle with teenager “shopping mall” lifestyle. These research using quantitative approach. This approach was done using a survey method. The technique to obtain a respond was done using purposive sampling with 40 people of responder. The data that I obtained was primary data and secondary data. Primary data were obtained using survey method, where secondary data were obtained from the data that was previously exist. Frequency table and cross tabulation were the technique to obtain the quantitative data. Shoppers are usually around 15-18 years old and also in high school. They go to average school and they usually spend their time hang-out in café, sightseeing, sports, and visiting their friend’s house. This teenager uses their own car to go to school, and their father’s job is an entrepreneur and their mother does not go to work or as a house wife. Shoppers’ family uses their money for recreation and education. This shopper uses cash as a payment. Shopper has a tendency to use electronic media as their primary media. Magazine is used as their written media and internet is used as the electronic media. According to the research, I can conclude there are three types of shoppers, which are real shoppers, socialize shoppers, and beginner shoppers. Shoppers are usually a high school or college student. The majority of these three types of shoppers are usually the same, which are go to cinema, eat and shopping. They commonly used two to three hour at mall with their friends because mall are comfortable and calming. Shoppers main concern are the price, model and the brand of the product. The difference between the three types of shoppers are beginner Socialize shoppers and shoppers ages are between 15 - 18 years old, while real shoppers ages between 19 to 22 years. Real shoppers and beginner shoppers usually are women and Socialize shoppers are men. The mass media are often used by real shoppers are print media, while the beginner shoppers and socialize shoppers more likely to use electronic media. Real shoppers spend more than one million rupiah, while socialize shoppers spend five hundred to one million dollars, and beginner shoppers spend their money under five hundred thousand rupiah. Real shoppers go to the mall in order to fill his spare time, while socialize shoppers tend to socialize with friends. Meanwhile beginner shoppers aim to buy their daily needs.