Di balik perilaku konsumtif NCTZEN dalam pembelian merchaindise NCT (studi kasus komunitas NCTzen Malang)

Abstract

Popular culture is example of cultural development era of globalization. Popular culture creates cultural industry that causes people to consume and creates consumptive behavior such as Kpop. Like fans of K-Pop group NCT who carry out consumptive behavior. This research discusses consumptive behavior of NCTzen in purchasing NCT merchandise. The goal to knowing consumptive behavior carried out by them. This research uses qualitative approach with case study in NCTzen Malang community with informants from several members of NCTzen Malang. Data were collected through observation, interviews and documentation. Data analysis uses data reduction, presents the collected data, and draws conclusions. Results research produce there background that caused them like NCT. Results other research also produce consumptive behavior that carried out by them, namely in reason they buy, influence in spending personal money, response from closest people, and impact on consuming merchandise, and reason for doing consumptive behavior by buying NCT merchandise. Budaya populer merupakan contoh dari perkembangan budaya era globalisasi. Budaya popular menciptakan sebuah industri budaya yang menyebabkan masyarakat akan melakukan konsumsi dan memunculkan perilaku konsumtif contohnya seperti Kpop. Seperti penggemar dari grup K-Pop NCT yang melakukan perilaku konsumtif. Penelitian ini membahas perilaku konsumtif NCTzen dalam pembelian merchaindise NCT. Tujuannya untuk mengetahui perilaku konsumtif yang di lakukan oleh mereka. Penelitian ini mengunakan pendekatan kualitatif dengan studi kasus di komunitas NCTzen Malang dengan informan beberapa member NCTzen Malang. Data di kumpulkan melalui observasi, wawancara dan dokumentasi. Analisis data menggunakan reduksi data, menyajikan data terkumpul, dan penarikan kesimpulan. Hasil penelitian menghasilkan terdapat latar belakang yang menyebabkan mereka menyukai NCT. Hasil penelitian lainnya juga menghasilkan perilaku konsumtif yang di lakukan oleh mereka yaitu dalam sebab mereka membeli, pengaruh dalam pengeluaran uang pribadi, respon dari orang terdekat, dan adanya dampak dalam mengonsumsi merchaindise, dan sebab melakukan perilaku konsumtif dengan membeli merchaindise NCT.

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