PERILAKU KONSUMTIF DALAM MODIFIKASI SEPEDA MOTOR DI KALANGAN ANAK MUDA (Studi Fenomenologi di Desa Mentaram Jatiguwi, Kecamatan Sumberpucung, Kabupaten Malang)

This study aims to explore and understand the consumer behavior that develops among teenagers in motorcycle modification activities in Mentaram Jatiguwi Village, Sumberpucung District, Malang Regency. Using a phenomenological approach, this study attempts to uncover the subjective experiences of teenagers who are actively involved in the world of motorcycle modification. Data were collected through in-depth interviews with ten informants who were selected purposively, as well as through direct observation in the environment where they live. The results of the study indicate that consumer behavior among teenagers is influenced by several important factors, such as contemporary lifestyle, pressure from the friendship environment, the influence of social media, and the desire to gain social recognition from their surroundings. Motorcycle modification activities are not only a form of personal expression and hobby, but are also seen as a marker of social status and group identity for young people in the village. This activity encourages excessive consumption, especially in terms of purchasing accessories and modification components that do not always have real functions. This study also found changes in the value system of the village community, where ownership of modified goods began to be considered as part of a desired lifestyle. These findings provide an overview of the dynamics of consumer behavior that is developing among rural adolescents, and how it contributes to changes in the culture of consumption in society. This study is expected to provide input for related parties, such as educators, parents, and policy makers, to better understand and guide adolescent consumption behavior in a more positive and beneficial direction.