Abstract
This research aims to analyze the impact of online loans on the consumptive behavior of students in the city of Bandung. Online loans have become a significant phenomenon in today's modern society, especially among students vulnerable to the influence of the digital economy. The method used in this research is qualitative descriptive. The data collection techniques used were observation and in-depth interviews. There were 12 informants in this study, consisting of 10 key informants who are students and two supporting informants. The research was conducted at the UPI Setiabudhi campus and Pasundan University in the city of Bandung. The theoretical analysis uses Ulrich Beck's concept of the risk society to analyze changes in modern society that are increasingly filled with complex risks in the context of online loans and the consumptive behavior of students. The results of this research indicate that online loans significantly impact students' consumptive behavior. Factors such as ease of access, product promotions, and social pressure encourage students to take online loans, thereby influencing their consumptive habits. Based on the research results, students in Bandung use the money from online loans for consumptive and hedonistic needs and lifestyles, such as hanging out, indulging, vacations, attending concerts, nightlife entertainment (clubbing), buying electronic goods, and showcasing possessions on social media. Dampak Pinjaman Online (Pinjol) Terhadap Perilaku Konsumtif Pada Mahasiswa di Kota BandungPenelitian ini bertujuan untuk menganalisis dampak pinjaman online (pinjol) terhadap perilaku konsumtif mahasiswa di Kota Bandung. Pinjaman online telah menjadi fenomena yang signifikan dalam masyarakat modern saat ini, khususnya di kalangan mahasiswa yang cenderung rentan terhadap pengaruh ekonomi digital. Metode yang digunakan pada penelitian ini adalah deskriptif kualitatif. Teknik pengumpulan data yang digunakan adalah observasi dan wawancara mendalam. Informan dalam penelitian ini sebayak 12 orang terdiri dari informan kunci yaitu mahasiswa 10 orang dan 2 orang informan pendukung. Lokasi penelitian dilkukan di lingkungan kampus UPI Setiabudhi dan Universitas Pasundan Kota Bandung. Analisis teori menggunakan konsep masyarakat beresiko (risk society) menurut Ulrich Beck untuk menganalisis perubahan dalam masyarakat modern yang semakin dipenuhi oleh risiko-risiko kompleks dalam konteks pinjol dan perilaku konsumtif mahasiswa. Hasil penelitian ini bahwa pinjaman online memiliki dampak yang signifikan terhadap perilaku konsumtif mahasiswa. Faktor-faktor seperti kemudahan akses, promosi produk, dan tekanan sosial mendorong mahasiswa untuk mengambil pinjaman online, sehingga mempengaruhi kebiasaan konsumtif mereka. Berdasarkan hasil penelitian menunjukan bahwa mahasiswa di Kota bandung menggunakan uang dari pinjaman online tersebut mereka pergunakan untuk kebutuhan dan gaya hidup konsumtif dan hedonisme seperti nongkrong, berfoya-foya, liburan, nonton konser, hiburan malam (clubbing) membeli barang elektronik dan kebiasaan pamer barang (flexing) di media sosial.
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