URBAN WOMEN'S CONSUMERISM PATTERNS IN BANDUNG

Abstract

This study explores the consumerist lifestyle as a form of behavior change among socialite women in the city of Bandung. In addition, this study also outlines the impacts caused by the consumerist lifestyle. Also discussed the purpose of the behavior of the socialite mothers is typically individual. The theory used in this study is the theory of social change and S-O-R communication theory. According to Piotr Sztompka, modern studies of social change are influenced by views on the concepts of system theory and functional, structural theory. Thinking about a new system as a change that occurs in society is formed because of differences in certain system conditions at different times. S-O-R communication theory bases the assumption that the cause of behavior change depends on the stimulus quality (stimulus) that communicates with the organism (attention, understanding, acceptance). The method used in this research is a descriptive qualitative method. This method aims to provide an overview of a particular community or group and the symptoms that occur. Primary and secondary data sources are obtained from the field, both from the results of interviews, observations, literature studies, and other documents related to this research. With a qualitative approach and descriptive method, it is known that the shopping behavior carried out by socialite women, not only to meet primary needs but they want to be recognized as someone who has a luxurious life and is in a high social class, especially in the social environment in the district. Arcamanik, Bandung City. This consumerist lifestyle struck the urban Bandung, especially reinforced by sophisticated information technology devices that increasingly clarify and accelerate fashion traffic in the world of fashion and lifestyle.