Bentuk Konsumsi Simbolik pada Mahasiswa Penggemar Anime dan Manga (Studi Kasus: Komunitas Jakarta Japan Lunatic Club (JJLC) UNJ)
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Abstract
Abstract
This study aims to describe consumerist behavior, identify influencing factors, and analyze how symbolic consumption contributes to the identity formation of university students in the Jakarta Japan Lunatic Club (JJLC) at Universitas Negeri Jakarta (UNJ). Utilizing a qualitative descriptive method, data were collected through in-depth interviews with five community members, observations, and documentation. The findings reveal that purchasing anime and manga merchandise, attending Japanese cultural events, and participating in cosplay are not merely functional economic activities but hold deep symbolic meanings. Discussions highlight that this consumption behavior is driven by the desire for social validation, self-expression, and appreciation for creators, serving as a medium for students to construct their social identities and build solidarity within the fandom. In conclusion, symbolic consumption of Japanese pop culture is a meaningful social practice that strengthens community bonds and personal identity. We recommend further research to explore the broader digital economic impact of such fandoms on a national scale.
Keywords: Symbolic consumption, Japanese pop culture, Identity, Student community, Fandom
Abstrak
Penelitian ini bertujuan untuk mengkaji bentuk perilaku konsumtif, mengidentifikasi faktor-faktor yang memengaruhinya, serta menganalisis kontribusi konsumsi simbolik terhadap pembentukan identitas mahasiswa anggota komunitas Jakarta Japan Lunatic Club (JJLC) di Universitas Negeri Jakarta (UNJ). Penelitian ini menggunakan metode kualitatif deskriptif, data dikumpulkan melalui wawancara mendalam dengan lima anggota komunitas, observasi, dan dokumentasi. Hasil penelitian menunjukkan bahwa aktivitas membeli merchandise anime dan manga, menghadiri acara jejepangan, serta berpartisipasi dalam cosplay bukanlah sekadar aktivitas ekonomi fungsional, melainkan sarat akan makna simbolis. Pembahasan menyoroti bahwa perilaku konsumsi ini didorong oleh keinginan untuk mendapatkan validasi sosial, ekspresi diri, serta bentuk apresiasi terhadap kreator, yang pada akhirnya berfungsi sebagai media untuk mengonstruksi identitas sosial dan membangun solidaritas di dalam fandom. Kesimpulannya, konsumsi simbolik budaya populer Jepang merupakan praktik sosial bermakna yang memperkuat ikatan komunitas dan identitas personal. Direkomendasikan adanya penelitian lanjutan mengenai dampak ekonomi digital dari ekosistem fandom ini.
Kata kunci: Konsumsi simbolik, Budaya populer Jepang, Identitas, Komunitas mahasiswa, Fandom
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