Hardianti, Shafinaz Nafizhah (2026) PERILAKU KONSUMEN DIGITAL DALAM KOMUNITAS MURAH-MURAH DI MEDIA SOSIAL X (Studi Kualitatif Deskriptif). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines digital consumer behavior within the Murah-Murah community on social media platform X. Communication practices within the community include posts made throughout the process of information seeking up to the purchase decision. This study employs a descriptive qualitative approach with an interpretive paradigm to understand the meaning of interactions formed within the virtual community. Data collection techniques include online observation, in-depth interviews, and documentation. Data analysis involves the stages of data reduction, data presentation, and drawing conclusions. Data validity is ensured through source triangulation. The results of the study indicate that consumer behavior within the Murah-Murah community consists of five categories: need-oriented behavior, price-oriented behavior, shipping cost-oriented behavior, behavior not oriented toward price or needs, and behavior not oriented toward the brand or condition of the product. Thus, digital consumer behavior in the Murah-Murah community exhibits a variety of behaviors consistent with the individual’s preferences. Keywords: Digital Consumer Behavior, Virtual Community, Purchase Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Shafinaz Nafizhah Hardianti | ||||||||
| Date Deposited: | 18 Jun 2026 03:23 | ||||||||
| Last Modified: | 18 Jun 2026 03:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54053 |
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