Perilaku Konsumtif Mahasiswa dalam Penggunaan Promo Gratis Ongkir Shopee

Analisis Habitus Perspektif Pierre Bourdieu

Abstract

This study aims to analyze the consumptive behavior of students in utilizing Shopee’s free shipping promotion through the habitus perspective of Pierre Bourdieu. The research employs a qualitative approach using a literature review method by examining various relevant academic sources related to e-commerce, consumptive behavior, and Bourdieu’s theory. The findings indicate that free shipping promotions significantly influence students’ purchasing decisions by creating a perception of economic benefit, making products appear more affordable and encouraging unplanned purchases. However, the promotion does not act as the sole determinant but rather as a triggering factor that reinforces existing consumption patterns. Furthermore, advertisements and social media exposure play a dominant role in shaping students’ desires and consumption preferences by continuously constructing artificial needs and normalizing online shopping behavior. Social factors such as peer influence, lifestyle trends, and the need for social recognition also contribute to strengthening consumptive tendencies. From Bourdieu’s perspective, these behaviors are understood as habitus formed through repeated exposure to digital stimuli, social interactions, and internalized experiences. Shopee, as a digital field, provides structural conditions that continuously shape and reproduce consumption practices among students. In addition, symbolic power relations are evident in how promotional strategies influence consumer perceptions and decisions. Overall, students’ consumptive behavior is the result of the interaction between economic incentives, social influences, and digital structures that collectively form a stable pattern of consumption in the e-commerce era.