KHAIRANI, NUR AZIZAH (2026) PERILAKU KONSUMTIF REMAJA PENGGUNA SHOPEE PAYLATER (Studi Fenomenologi Mahasiswa Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of digital technology and e-commerce is driving changes in consumption patterns, especially among college students. The presence of the Shopee PayLater feature not only serves as a digital payment tool but also becomes part of the student lifestyle in the digital era. This study aims to analyze the consumer behavior of college students using Shopee PayLater through Alfred Schutz's phenomenological approach and Thorstein Veblen's Conspicuous Consumption theory. The research uses a qualitative approach with phenomenology methods to understand the motives, experiences, and meanings of using Shopee PayLater among students at Mercu Buana University. Data was collected through in-depth interviews with eight informants who are active users of Shopee PayLater. The results show that the motives for using Shopee PayLater are based on transaction convenience, urgent needs, the desire to support a lifestyle, and social environment influences. User experiences show that there is ease in making transactions and instant satisfaction when receiving goods, but on the other hand, it also brings financial burdens and a tendency to use it repeatedly. Based on interpretations of these experiences, four second-level meanings are formed: accessibility, which describes the ease of accessing transactions; consumerism, which shows the tendency toward consumptive behavior; addiction, which represents repeated use as part of a consumption habit; and reflection, which shows students' awareness of the financial consequences of using Shopee PayLater. These findings indicate that using Shopee PayLater is not only related to economic transaction activities but also shapes how students understand consumption, lifestyle, and financial management in the digital era. Keywords: Consumptive behavior, Shopee PayLater Perkembangan teknologi digital dan e-commerce mendorong perubahan pola konsumsi masyarakat, khususnya di kalangan mahasiswa. Kehadiran fitur Shopee PayLater tidak hanya berfungsi sebagai alat pembayaran digital, tetapi juga menjadi bagian dari gaya hidup mahasiswa di era digital. Penelitian ini bertujuan untuk menganalisis perilaku konsumtif mahasiswa pengguna Shopee PayLater melalui pendekatan fenomenologi Alfred Schutz dan teori Conspicuous Consumption Thorstein Veblen. Penelitian ini menggunakan pendekatan kualitatif dengan metode fenomenologi untuk memahami motif, pengalaman, dan makna penggunaan Shopee PayLater pada mahasiswa Universitas Mercu Buana. Data diperoleh melalui wawancara mendalam terhadap delapan informan yang merupakan pengguna aktif Shopee PayLater. Hasil penelitian menunjukkan bahwa motif penggunaan Shopee PayLater didasari oleh kemudahan transaksi, kebutuhan mendesak, keinginan memenuhi gaya hidup, serta pengaruh lingkungan sosial. Pengalaman penggunaan memperlihatkan adanya kemudahan dalam bertransaksi dan kepuasan instan saat memperoleh barang, namun di sisi lain juga memunculkan beban finansial dan kecenderungan penggunaan secara berulang. Berdasarkan interpretasi terhadap pengalaman tersebut, terbentuk empat makna derajat kedua, yaitu accessibility yang menggambarkan kemudahan akses transaksi, consumerism yang menunjukkan kecenderungan perilaku konsumtif, addiction yang merepresentasikan penggunaan berulang sebagai bagian dari kebiasaan konsumsi, dan reflection yang menunjukkan kesadaran mahasiswa terhadap konsekuensi finansial dari penggunaan Shopee PayLater. Temuan ini menunjukkan bahwa penggunaan Shopee PayLater tidak hanya berkaitan dengan aktivitas transaksi ekonomi, tetapi juga membentuk cara mahasiswa memaknai konsumsi, gaya hidup, dan pengelolaan keuangan di era digital. Kata kunci: Perilaku konsumtif, Shopee PayLater, fenomenologi, Conspicuous Consumption, mahasiswa, e-commerce.
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