Consumptive Behavior of Buying "Cute" Items on Shopee by University Students in the Perspective of Jean Baudrillab Theory

This study examines the phenomenon of buying funny goods among students of K.H. Abdurrahman Wahid Islamic University Pekalongan in the perspective of Jean Baudrillard's consumption simulation and hyperreality. Using a qualitative approach and a case study of 9 students, this research explores the value of signs and symbols, purchase factors, categorization of funny items, and dissemination of information to social media. The findings show that university students tend to buy funny goods not based on functional needs, but rather on aesthetic, lifestyle and trend values. The categorization of cute items includes accessories, clothing, and gear with unique designs, bright colors, and adorable shapes. The main factors for purchase are visual appeal and compatibility with personal taste. Some students share their purchases on social media as a form of identity expression. This research provides insight into the consumptive behavior of university students influenced by the development of online shopping and social media. The findings reflect Baudrillard's simulation of consumption and hyperreality, where students focus on the symbolic value and signs rather than the functional value of goods. The results are useful for examining the impact of social media on consumerism among university students.