Perubahan Pola Konsumsi Mahasiswa Universitas Negeri Padang Akibat Perkembangan Teknologi Digital
Keywords:
Digital Technology, Consumption Patterns, Students, perubahanAbstract
Over the past two decades, rapid advances in digital technology have had a significant impact on how students shop, particularly at Padang State University (UNP). This study aims to gain a deeper understanding of how digital technology is changing students' shopping habits, with a focus on the role of social media, online stores, and digital services in shaping new consumption patterns. We employed qualitative methods, including direct observation and informal interviews, to collect real-world data on students' shopping activities on campus. The research findings reveal that over 60% of UNP students now prefer online shopping due to its ease of access, abundant digital promotions, and the influence of prominent figures on social media platforms like Instagram and TikTok. This has positive impacts such as saving time, easier access, and a wider variety of product choices, but it also raises issues such as overspending, poor financial management, and a tendency to choose unhealthy products. Analysis using Engel, Blackwell, and Miniard's (1995) Consumer Behaviour Theory confirms that social, psychological, and environmental factors significantly influence how students shop digitally. These findings highlight the importance of understanding digital technology and financial education for students to effectively utilise digital technology and mitigate its negative impacts. This research is expected to serve as a foundation for developing policies and educational programmes on digital technology in higher education institutions, with the aim of fostering healthy and responsible shopping habits in the digital age.
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