Dampak Penggunaan Tiktok Shop Pada Perilaku Konsumtif Mahasiswa Perumahan Mutiara Kavling 11

ABSTRACT
This research aims to explore the impact of TikTok Shop usage on the consumer behavior of students in Malang City. TikTok Shop, as an e-commerce platform integrated with entertainment content, has become one of the tools for users, especially students, to make purchases in a more interactive and enjoyable way. This study was conducted through in-depth interviews with five students who actively use TikTok Shop, aiming to understand the factors influencing their consumer behavior and the impacts caused by the use of this application.
This research uses the Consumer Society Theory from Jean Baudrillard, grouping it into three concepts: simulation, simulacra, and simulacrum. The study employs a qualitative research method and descriptive research type, with data collection techniques including observation, interviews, and documentation. The research subjects are active students in Malang City.
The interview results show that TikTok Shop affects students' consumer behavior in various ways. Most respondents admitted to frequently making impulsive purchases after being exposed to advertisements or product recommendations through TikTok videos, which highlight the ease and visual appeal of the products. Additionally, social factors, such as peer influence and social media trends, also play a role in purchasing decisions, with students feeling compelled to buy items in order to keep up with trends or own popular products. However, some students are more selective in their shopping, considering product quality and personal needs.
This study concludes that TikTok Shop contributes to the change in consumer behavior of students in Malang City, especially in terms of an increase in impulsive purchases driven by promotional content and social influence. Therefore, it is important for students to be more mindful in managing their personal finances and to develop awareness of the negative impacts of excessive consumption that may arise from using e-commerce platforms that leverage interest-based and behavior-based algorithms.