<![CDATA[This research aims to determine the factors that cause mothers in the city of Pontianak to live a hedonistic lifestyle by using gold plated or imitation gold. The approach used in the research is qualitative. The method used in the research is descriptive qualitative. The sampling technique in this research used a purposive sampling technique. The sample in this study consisted of four women who used gold plating. Data collection techniques in this research used observation and interviews. The data analysis technique used in this research is the Miles and Huberman interaction data analysis technique which consists of data reduction, data presentation and verification. The research results show that gold plated is used by mothers in the city of Pontianak because the price is cheap compared to pure gold sold on the market. Gold plating is chosen by mothers because it has a variety of models. Gilded gold is used by mothers in the city of Pontianak as a form of self-existence in social interactions.]]>
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