Analisis Perubahan Gaya Hidup Konsumtif Mahasiswa Akibat Globalisasi : (Studi pada Fenomena Affiliate Marketing pada Aplikasi Tiktok)

Aulia Chusnul Khotimah; Sagita Septiani; Veni Indriani; Purwanto Putra; Zaimasuri Zaimasuri; Ahmad Riza Faizal

doi:10.59841/saber.v3i2.2706

Authors

Aulia Chusnul Khotimah Universitas Lampung
Sagita Septiani Universitas Lampung
Veni Indriani Universitas Lampung
Purwanto Putra Universitas Lampung
Zaimasuri Zaimasuri Universitas Lampung
Ahmad Riza Faizal Universitas Lampung

DOI:

https://doi.org/10.59841/saber.v3i2.2706

Keywords:

Affiliate Marketing, Consumer Lifestyle, Globalization

Abstract

This study analyzes changes in the consumer lifestyle of students due to globalization, especially on the TikTok application. The focus of this study is how the changes in consumer styles from the past to the modern era due to globalization in students. The method used in this study is a descriptive research method with data collection techniques using library research where researchers collect data by reading, studying, and analyzing journals, books, articles from previous researchers. The results of this study conclude that globalization, through advances in communication technology such as TikTok, has driven a significant transformation of consumer lifestyles, especially among students. TikTok not only functions as an entertainment medium, but also becomes a powerful marketing platform through affiliate marketing practices that combine attractive visual content with emotional strategies and sophisticated algorithms. This creates a culture of impulsive consumption triggered by social drives, digital self-image, and FOMO, and is reinforced by easy access, promos, and reviews from influencers.

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