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All Journal Jurnal Sosiologi Andalas Literasi: Jurnal Pengabdian Masyarakat dan Inovasi Jurnal Kajian Agraria dan Kedaulatan Pangan West Science Journal Economic and Entrepreneurship West Science Interdisciplinary Studies Journal of Sustainable Economics Hudan Linnaas: Jurnal Ilmu Sosial dan Humaniora Tradition and Modernity of Humanity International Journal of Business and Quality Research
Rahma Hayati Harahap
Program Studi Sosiologi, Fakultas Ilmu Sosial Dan Ilmu Politik, Universitas Sumatera Utara (USU)
Agriculture, Biological Sciences & Forestry Arts Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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Consumptive Behaviour of Gen-Z and Identity in the Digital Era Rahma Hayati Harahap; Nahwa Zainab Marpaung; Rowiyah Asengbaramae
Jurnal Sosiologi Andalas Vol. 9 No. 2 (2023)
Publisher : Department of Sociology, Faculty of Social and Political Sciences, Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/jsa.9.2.184-193.2023

Abstract

The era of digital natives has offered many conveniences, including social media and e-commerce. This use contributes to personal branding, resulting in the creation of self-identity. This study aims to describe the social reality of Gen-Z in performing consumptive behavior for personal identity in the Digital Natives Era with the AGIL concept. This research uses descriptive qualitative methods. Data collection techniques used are interviews and observations. There were five informants in Medan. The results showed that Gen-Z's consumptive behavior in Online Shopping in the Digital Natives Era was influenced by the demands of forming personal branding through fashion, which was becoming a trend on social media. Some informants normalize their consumptive behavior to follow directions and develop personal branding. According to the theory of Parsons (AGIL), this phenomenon results from social change related to consumption behavior. This study concludes that the need to form personal branding has manipulated students' awareness of wasteful behavior.
The Use Of Content Marketing To Improve The Sharing Economy Feronica Simanjorang; Rahma Hayati Harahap
International Journal of Business and Quality Research Vol. 1 No. 02 (2023): April - June, International Journal of Business and Quality Research
Publisher : Citakonsultindo

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63922/ijbqr.v1i02.315

Abstract

The purpose of this study is to analyze the issues and challenges in implementing and adopting the sharing economy concept. More specifically, the paper intend to identify how CM can maximize the implementation of the sharing economy concept in tourism industries of the Lake Toba region. The type of research used is qualitative with a descriptive approach. Data were obtained by means of observation, documentation, and in-depth interviews with the communities and entrepreneurs who have been applied the sharing economy concept and have implemented CM on different social media platforms. The study identified three critical factors of CM that influence the implementation of the share economy concept in Lake Toba region, namely, relevant to current market, trust and engagement. The researcher suggested that entrepreneurs in the Lake Toba tourism industry add CM, especially short videos, to their business strategy.
Co-Authors Achmad Hidir Christin Debora Purba David Piter Pasaribu Feronica Simanjorang Gideon Andekana Loso Judijanto Malik, Rahman Muniroh Rangkuti Nadia Aulia Karindra Nahwa Zainab Marpaung Nahwa Zainab Marpaung Panondang Evelyn Magdalena Ramli Semmawi Ribut Musprihadi Rissa Megavitry Rowiyah Asengbaramae Rowiyah Asengbaramae Willy Khadafi