PERILAKU KONSUMTIF MASYARAKAT PENGGUNA LAYANAN E-WALLET DI KOTA PURWODADI

The purpose of this study is to describe the consumptive behavior of the Purwodadi community using e-wallet services. The research method uses qualitative and ethnographic research design with research subjects in Purwodadi City who use e-wallet services for shopping. Data collection techniques used include observation, interviews, and documentation. the validity of the data using source triangulation and data analysis techniques include data reduction, data presentation, and drawing conclusions. The results of this study indicate that the consumptive behavior of the people who use e-wallet services in Purwodadi is making spontaneous and unplanned buying behavior, buying goods or products for pleasure, and making excessive purchases. This shopping behavior has become a lifestyle. The triggering factors for the consumptive habits of e-wallet users are the many promo offers, the proliferation of contemporary fashion and culinary trends that partner with e-wallet services, as well as large balances and ease of transactions creating addiction for people to continue to consume which can lead to waste. ShopeePay is an e-wallet that is often used and liked by the public in their consumptive activities, because ShopeePay is able to offer more attractive promos