PERILAKU BELANJA ONLINE GENERASI Z DALAM BUDAYA KONSUMERISME PERSPEKTIF BOURDIEU & NICE (2012)

Abstract

This study aims to identify the role of consumer culture in shaping Generation Z's online shopping behavior. This is a qualitative study with an ethnographic approach, with three informants consisting of Generation Z female students who actively shop online. Data collected through interviews were analyzed using source triangulation using the data interaction method. The triangulated data were then analyzed and interpreted using the theoretical framework of consumer culture (Bourdieu & Nice, 2012), specifically how consumerism shapes Generation Z's economic, social, and cultural behavior. The results show that consumer culture, on the one hand, creates consumption pressure through promotions and trends, but on the other hand, demonstrates strong agency in filtering these influences. They use the "habitus" formed by family values, as well as social and cultural capital, to navigate shopping decisions critically and rationally.