Perilaku Konsumtif Subkultur Pemuda Pada Game Grand Theft Auto Roleplay “Executive Roleplay”

Abstract

The consumerist behavior among young people, solely aimed at fulfilling desires, is increasingly prevalent, from streaming to playing online games. In the game GTA V Roleplay, there is a donation or sales system involving virtual items designed to enhance the role-playing experience and the sense of reality in the game. Many players spend millions of rupiahs to purchase these virtual items purely for entertainment or to boost their status within the game. This undoubtedly impacts the consumerist influence exerted by these GTA V Roleplay players in pursuit of their satisfaction while playing the game. To comprehend and analyze the phenomenon of teenage consumptive behavior in the game GTA V "Executive Roleplay," this study employs a descriptive-qualitative method based on Jean Baudrillard's theory of consumer society. Data collection involves interviews and focus group discussions with 8 informants, including 7 players and 1 server admin handling virtual item transactions. Data analysis in this study utilizes Miles and Huberman's approach. Teenagers derive satisfaction and excitement from playing the game and obtaining desired vehicles or items. In the online game GTA V Roleplay, consumerist behavior is evident. Such behavior persists due to the persuasive communication among players and the identity formation among teenagers through game participation, reflecting the happiness and satisfaction derived from these activities.