Phenomenology Study on the Financial Motive and Shift of Norm Through the Perspective of Psychological Egoism and Activation of Scott on Cafe Business Environment in the City of Blitar, East Java, Indonesia

Abstract

Phenomenology Study on the Financial Motive and Shift of Norm through the Perspective of Psychological Egoism and Activation of Scott on Cafe Business Environment in the city of Blitar, East Java, Indonesia.The flow of globalization that has become more rapid resulted in rapid changes in the pattern of community life into modernization. The change in lifestyle has apparently been used by businesses to provide places such as cafes. The existence of cafe does not necessarily have a positive impact in economic terms, but in fact have a negative effect when viewed from the social side of the hedonic behaviors that leads to consumptive behavioral. The spread of cafe in the city of Blitar raises a big question whether the social norms from business activities are sacrificed just because of financial motives. This study aimed to determine how financial motives capable of shifting social norms that exist in the city of Blitar. This research was included in qualitative research. The underlying reason to self-employed is financial motives. Their financial motives tempting to make them more incentive to establish a business strategy in order to attract consumers. Not only financial motives of the business owner, but found a motive for having fun on the side of consumers that make cafe business increasingly flourishing. The results also showed that the presence of motive for economic improvement from the relevant agencies. This suggests that lifestyle changes toward modernization that has been exploited by the owners of cafes and related agencies in order to reap the benefits without realizing the impact of those decisions. One impact reflected in the student of Blitar City is a hedonistic lifestyle that leads to consumerism. Keyword: Financial Motives, Shift of Norm