FENOMENA DOOM SPENDING SEBAGAI BENTUK SELF-REWARD ANALISIS PADA FOLLOWERS INFLUENCER TIKTOK @NAYLAJSMN

Kawengian, Shanette Chantalica Arnolla (2026) FENOMENA DOOM SPENDING SEBAGAI BENTUK SELF-REWARD ANALISIS PADA FOLLOWERS INFLUENCER TIKTOK @NAYLAJSMN. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Fenomena doom spending semakin banyak ditemukan di kalangan Generasi Z seiring meningkatnya penggunaan media sosial sebagai ruang konsumsi digital. Konten bertema self-reward yang dibagikan influencer sering kali membentuk persepsi bahwa aktivitas berbelanja merupakan bentuk penghargaan terhadap diri sendiri. Penelitian ini bertujuan untuk mengetahui bagaimana followers influencer TikTok @naylajsmn memaknai perilaku self-reward dalam konteks doom spending, dengan menggunakan pendekatan kualitatif dengan metode fenomenologi dan paradigma interpretif. Data diperoleh melalui wawancara mendalam terhadap enam informan yang merupakan followers aktif akun TikTok @naylajsmn, termasuk dalam kategori Generasi Z, pernah melakukan pembelian sebagai bentuk self-reward, serta pernah menggunakan fitur cicilan atau paylater dalam berbelanja. Analisis data dilakukan menggunakan model Miles, Huberman, dan Saldana yang meliputi pengumpulan data, reduksi data, penyajian data, serta penarikan kesimpulan. Hasil penelitian menunjukkan bahwa self-reward dimaknai sebagai bentuk penghargaan, rasa syukur, dan apresiasi terhadap diri sendiri setelah melewati tekanan, pencapaian, maupun aktivitas yang melelahkan. Namun, dalam praktiknya, makna tersebut sering bergeser menjadi perilaku doom spending yang dipengaruhi oleh dorongan emosional, rasa FOMO (Fear of Missing Out), tren media sosial, serta paparan konten influencer. Temuan penelitian menunjukkan adanya fenomena pseudo happiness, yaitu kebahagiaan sementara yang dirasakan setelah melakukan pembelian, tetapi kemudian diikuti oleh rasa bersalah, penyesalan, kecemasan finansial, dan tekanan akibat penggunaan layanan paylater. Kata Kunci : doom spending, self-reward, pseudo happiness, Generasi Z, komunikasi digital. / The phenomenon of doom spending has become increasingly prevalent among Generation Z alongside the growing use of social media as a digital consumption space. Self-reward-themed content shared by influencers often shapes the perception that shopping is a legitimate form of self-appreciation. This study aims to examine how followers of TikTok influencer @naylajsmn interpret self-reward behavior within the context of doom spending. The research employs a qualitative approach using a phenomenological method within an interpretive paradigm. Data were collected through in-depth interviews with six informants who are active followers of @naylajsmn, belong to Generation Z, have engaged in shopping as a form of self-reward, and have used installment or paylater payment services. Data were analyzed using the Miles, Huberman, and Saldana model, which consists of data collection, data reduction, data display, and conclusion drawing. The findings reveal that self-reward is interpreted as a form of appreciation, gratitude, and recognition for oneself after experiencing pressure, achievements, or exhausting activities. However, this meaning often shifts into doom spending behavior driven by emotional impulses, Fear of Missing Out (FOMO), social media trends, and exposure to influencer content. A key finding of this study is the emergence of pseudo happiness, a temporary sense of happiness experienced after making purchases, which is subsequently followed by feelings of guilt, regret, financial anxiety, and pressure related to paylater usage Keywords : doom spending, self-reward, pseudo happiness, Generation Z, digital communication.

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