Online Shopping Consumptive Behavior (Content Analysis of Comments on Twitter Account @RacunBelanja Period 1-31 December 2022)

Abstract

This study aims to reveal the types of consumptive behavior and describe the forms of cognitive, affective and behavioral effects that appear on followers of the @RacunBelanja account in the coments column of the @RacunBelanja Twitter account in December 2022. This research uses a qualitative method with a content analysis type of research. The data collection technique in this study was by means of documentation and observation on the Twitter account @RacunBelanja. The results of the study show that (1) There are four types of consumptive behavior that occur in the comments column of the Twitter account @RacunBelanja, namely buying products because of the lure of gifts, buying products based on price considerations (not on the basis of benefits or uses), buying products only just maintaining a status symbol and using a product because of conformity to the model that advertises, (2) Based on the results of the study it was found that in the comments column of the Twitter account @RacunBelanja in December 2022 there were cognitive effects, affective effects and behavioral effects