Pembentukan Perilaku Konsumtif Generasi Z melalui Live Shopping dalam Perspektif Hyperreality Jean Baudrillard
DOI:
https://doi.org/10.30998/jfebq485Keywords:
live shopping, perilaku konsumtif Generasi Z, hyperrealityAbstract
Penelitian ini bertujuan menganalisis bagaimana strategi digital marketing dalam live shopping membentuk perilaku konsumtif Generasi Z serta memaknainya melalui perspektif hyperreality Jean Baudrillard. Penelitian menggunakan pendekatan kualitatif deskriptif dengan dukungan data kuantitatif sederhana sebagai data pelengkap. Pengumpulan data dilakukan melalui observasi digital pada platform TikTok Live dan Shopee Live serta kuesioner terhadap 30 mahasiswa Generasi Z. Hasil penelitian menunjukkan bahwa strategi urgency, social proof, visual persuasion, serta emotional trigger dan hiburan mampu meningkatkan ketertarikan, kepercayaan, dan mendorong keputusan pembelian yang cenderung spontan dan impulsif. Live shopping tidak lagi dipahami hanya sebagai sarana transaksi, tetapi juga sebagai ruang konsumsi digital yang menggabungkan interaksi sosial, visual, dan pengalaman emosional. Dalam perspektif hyperreality, Generasi Z tidak hanya mengonsumsi produk, tetapi juga simbol, tren, validasi sosial, dan pengalaman digital yang dibangun melalui representasi media
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Copyright (c) 2026 Hanindito Rahmanda, Ratih Damayanti, Teguh Setiawan Imam Santoso (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
