BUDAYA POPULER DAN POLA KONSUMSI:

STUDI KASUS DI ERA DIGITAL

Abstract

The digital era has brought significant changes in popular culture and people's consumption patterns. Easy access to information, technological developments, and the rise of social media have created new spaces for popular culture to develop and influence consumer preferences. This study aims to analyze how popular culture in the digital era shapes people's consumption patterns, focusing on the dynamics between the production, distribution, and consumption of cultural products. This study uses a qualitative approach with a case study method, utilizing data from interviews, observations, and digital media content analysis. The results show that the digital era has accelerated the process of spreading popular culture, which in turn influences consumer preferences through digital marketing strategies, algorithm personalization, and online community engagement. This study also found that consumption patterns in the digital era are not only influenced by needs, but also by the image of identity and social pressure formed through popular culture. The conclusion of this study highlights the importance of understanding the relationship between popular culture and consumption patterns in order to develop more inclusive marketing strategies and policies in the digital era.