GAYA HIDUP KONSUMTIF PEREMPUAN MILLENIAL DALAM PENGGUNAAN PRODUK KOSMETIK (Studi Fenomenologi Pada Mahasiswi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Muhammadiyah Malang)

This study examines the FISIP Student Consumptive Lifestyle in using cosmetics / make-up. The purpose of this research it self is to analyze and find out more deeply about the consumptive lifestyle of FISIP students in using cosmetics / make-up. This type of research is qualitative with a phenomenological approach, and the determination of the subject used is purposive sampling. In collecting data researchers used observation, interviews, and documentation. This study uses the theory of "consumer society" from Paul Jean Baudrillard to analyze the results of the researchers' findings. The results of this study indicate that First, the women interpret a beauty is someone who is confident, smells good, has capital, radiates inner beauty and outer beauty, and someone who has good character. Although women interpret a different beauty, but they still lack confidence if without make-up. Second, there is a shift in the use value of cosmetics that should be cosmetics to meet the needs to maintain, care for themselves has shifted to a hobby, trying to fad, just to ful fill satisfaction / desire, forget your self / hungry eyes because of being tempted by discounts and promotion, and to get recognition / praise from others. Third, the lifestyle of millenials (FISIP female students) appeared or formed not suddenly, but the progress of the digitalization era was the cause. Third, the lifestyle of millenials (FISIP female students) appeared or formed not suddenly, but the progress of the digitalization era was the cause. Where the more active someone on social media will most likely become more consumptive