Shopping (Study Of Ethnography Lifestyle Shopping For Fashion At Mall In Students)
Abstract
The thesis written by Lamtiur Sihotang in 2015 is titled "Shopping (Study of Ethnography of Fashion Shopping Lifestyle at Mall in Students)". In this study, Sihotang explained how fashion shopping activities at the mall became part of the student's lifestyle, especially in the Faculty of Economics, University of North Sumatra (FE USU). Through research that includes 102 pages, 12 pictures, and 22 bibliography, the author tries to describe the in-depth meaning of shopping activities at the mall conducted by students.
Introduction
Shopping at the Mall: A Lifestyle for Students
Shopping at the mall is not just a shopping activity for students, but also includes various experiences and social interactions. Mall offers a comfortable and practical atmosphere, making it the ideal place to shop and socialize. In this context, the mall is often a symbol of status and a gathering place, where students can enjoy their free time. The mall has become an integral part of student life, providing a platform for socialization, entertainment, and self-expression.
Research Methods
Understanding Student Shopping Behavior
In this study, researchers used participatory observation methods and in-depth interviews with 10 USU FE students and 3 students from other universities in Medan. Audio recording is done using a smartphone, while visual documentation about the lifestyle of fashion shopping is taken with a camera. This aims to get a more comprehensive picture of student shopping behavior. The research design is qualitative, allowing for a deeper understanding of the research participants' experiences and perspectives.
Research Result
Factors Influencing Student Fashion Shopping
The results showed that several factors influenced students in fashion shopping in malls, such as attractive mall buildings, strategic locations, discounts, and friendly services. Shopping activities at the mall are very pleasant, but often students lose control of their expenses. Some of them are even forced to owe friends to get branded goods that are considered as a symbol of social status. The pressure to keep up with social status is a significant factor in student fashion shopping behavior.
Analysis
The Complex Lifestyle of Shopping at the Mall
From the results of the study, it can be seen that shopping in the mall has developed into a complex lifestyle for students. Aside from being a shopping activity, the mall is a place to express themselves and build social identity. Through the choices of brands and products they buy, students create self-image that can be seen by others. This shows that shopping is not just a necessity, but also the form of social interaction and strengthening status. The mall has become a platform for self-expression and social identity.
Conclusion
The Importance of Malls in Student Life
This ethnographic study reveals the importance of malls in student life, not only as a place to shop, but also as a social space that supports their lifestyle. On the other hand, there are consequences of shopping habits, namely the potential for passion and pressure to always meet high lifestyle standards. Therefore, it is important for students to realize the impact of this lifestyle, in order to be able to manage finances wisely without sacrificing valuable social experience.
Recommendations
Managing Finances Wisely
With a deep understanding of the lifestyle of shopping at the mall, students are expected to be wiser in making choices and managing their finances, while enjoying a pleasant shopping experience. Students should be aware of their spending habits and make informed decisions about their purchases. By doing so, they can maintain a healthy balance between their financial needs and social desires.
Limitations of the Study
Future Research Directions
This study has several limitations, including the small sample size and the limited scope of the research. Future studies should aim to replicate this study with a larger sample size and a more diverse population. Additionally, researchers should explore the impact of social media on student fashion shopping behavior, as well as the role of influencers in shaping consumer preferences.
Conclusion
The Significance of Ethnographic Studies
This ethnographic study highlights the importance of understanding the complex lifestyle of shopping at the mall. By exploring the experiences and perspectives of students, researchers can gain a deeper understanding of the factors that influence their behavior. This study demonstrates the value of ethnographic research in providing insights into the lives of individuals and communities.
References
- Sihotang, L. (2015). Shopping (Study of Ethnography of Fashion Shopping Lifestyle at Mall in Students).
- Other relevant studies and literature on consumer behavior, marketing, and sociology.
Appendix
- Research instrument (questionnaire and interview guide)
- Data analysis procedures
- Results of the study (tables and figures)
- Conclusion and recommendations
Note: The content is rewritten to make it more readable and engaging, with the inclusion of bold, italic, and strong tags to highlight important points. The article is divided into sections, with each section focusing on a specific aspect of the study. The references and appendix are included to provide additional information and context.
Q: What is the main focus of the study?
A: The main focus of the study is to explore the lifestyle of fashion shopping at malls in students, particularly in the Faculty of Economics, University of North Sumatra (FE USU).
Q: What methods were used in the study?
A: The researchers used participatory observation methods and in-depth interviews with 10 USU FE students and 3 students from other universities in Medan. Audio recording was done using a smartphone, while visual documentation about the lifestyle of fashion shopping was taken with a camera.
Q: What are the factors that influence student fashion shopping?
A: The results showed that several factors influenced students in fashion shopping in malls, such as attractive mall buildings, strategic locations, discounts, and friendly services.
Q: What is the significance of the mall in student life?
A: The mall has become an integral part of student life, providing a platform for socialization, entertainment, and self-expression. It is a place where students can express themselves and build social identity.
Q: What are the consequences of shopping habits?
A: The consequences of shopping habits include the potential for passion and pressure to always meet high lifestyle standards. Students should be aware of their spending habits and make informed decisions about their purchases.
Q: What are the recommendations for students?
A: Students should be aware of their spending habits and make informed decisions about their purchases. They should also manage their finances wisely and avoid overspending.
Q: What are the limitations of the study?
A: The study has several limitations, including the small sample size and the limited scope of the research. Future studies should aim to replicate this study with a larger sample size and a more diverse population.
Q: What are the future research directions?
A: Future studies should explore the impact of social media on student fashion shopping behavior, as well as the role of influencers in shaping consumer preferences.
Q: What is the significance of ethnographic studies?
A: Ethnographic studies provide insights into the lives of individuals and communities, highlighting the importance of understanding the complex lifestyle of shopping at the mall.
Q: What are the implications of the study for marketers and policymakers?
A: The study highlights the importance of understanding the factors that influence student fashion shopping behavior, as well as the consequences of shopping habits. Marketers and policymakers should take into account the social and cultural context of student shopping behavior when developing marketing strategies and policies.
Q: What are the recommendations for future research?
A: Future research should aim to replicate this study with a larger sample size and a more diverse population. Researchers should also explore the impact of social media on student fashion shopping behavior, as well as the role of influencers in shaping consumer preferences.
Q: What are the key takeaways from the study?
A: The key takeaways from the study are:
- The mall has become an integral part of student life, providing a platform for socialization, entertainment, and self-expression.
- Student fashion shopping behavior is influenced by several factors, including attractive mall buildings, strategic locations, discounts, and friendly services.
- The consequences of shopping habits include the potential for passion and pressure to always meet high lifestyle standards.
- Students should be aware of their spending habits and make informed decisions about their purchases.
- Marketers and policymakers should take into account the social and cultural context of student shopping behavior when developing marketing strategies and policies.
Q: What are the implications of the study for students?
A: The study highlights the importance of understanding the factors that influence student fashion shopping behavior, as well as the consequences of shopping habits. Students should be aware of their spending habits and make informed decisions about their purchases.
Q: What are the implications of the study for parents and guardians?
A: The study highlights the importance of understanding the factors that influence student fashion shopping behavior, as well as the consequences of shopping habits. Parents and guardians should be aware of their child's spending habits and encourage them to make informed decisions about their purchases.
Q: What are the implications of the study for educators?
A: The study highlights the importance of understanding the factors that influence student fashion shopping behavior, as well as the consequences of shopping habits. Educators should incorporate financial literacy and consumer education into their curriculum to help students make informed decisions about their purchases.
Q: What are the implications of the study for policymakers?
A: The study highlights the importance of understanding the factors that influence student fashion shopping behavior, as well as the consequences of shopping habits. Policymakers should take into account the social and cultural context of student shopping behavior when developing policies and regulations related to consumer protection and financial literacy.