<![CDATA[Indonesia’s advancing economic growth has driven the expansion of minimarkets such as Alfamart, which influences consumer behavior to become more consumptive. This study aims to examine the impact of minimarket presence on community consumption patterns in Nusa Indah Village, Bati-Bati District, Tanah Laut Regency. A qualitative method with a descriptive approach was employed. Data were collected through participant observation, interviews, and documentation. The findings reveal a shift in consumption behavior from a needs-oriented pattern toward desire fulfillment following the arrival of minimarkets in Nusa Indah Village. Previously, community consumption was dominated by traditional markets characterized by bargaining interactions as part of local culture. Minimarkets, however, offer convenience, promotions, and product variety that shape consumer preferences. This phenomenon reflects a transformation in the meaning of consumption in modern society as explained by Baudrillard, where consumption is no longer based on functional needs but on symbolic values constructed through market strategies. Such change demonstrates community adaptation to the modern capitalist system, positioning consumption as an arena of meaning production. Minimarkets thus serve not only as shopping spaces but also as mediums representing social status and progress. This research contributes to understanding how community consumption patterns evolve with the rise of modern retail, and its findings can serve as a basis for local governments in formulating policies regulating minimarket expansion to ensure that modern retail growth does not weaken traditional markets and local economic actors.]]>
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