Abstract:
Abekani is a brand of leather handicraft product especially bag product.
Abekani have used the new media to market their product, this brand just
only market their product by online and produced by handycraft, so they
can’t produce it in massal and in large numbers. This situation has makes
Abekani must to set some procedure so that all of the cunsumer not
dissapointed. The unbalance between supply and demand of this product
make this product very difficult to get and also make the custumer being
more curious. So they made the secret group on facebook named
Abekani(an)Lover. The member or this group willing to spend a lot of time
to accesed this page to make a wishlist of this bag. The aimed of this study
was to know the impact of Social Media Facebook Group ‘Abekani(an)
Lovers’ to Fixated Consumption Behavior of its Member. This study used
the interpretative qualitative content Analysis Methode, which was
collecting data by some of observing of the media content of Abekani(an)
Lover facebook group and respondent interview. The result showes that
the picture and text that posted in Abekani (an) Lover Facebook Goup
Account showed all of tree characteristic of fixated consumption behavior :
(1) A deep interest in a particular objector product category, (2) A
willingness to go to considerable lengths to secureadditional examples of
the object or product category of interest, and (3) The dedication of a
considerable amount of discretionary time and money to searching out
theobject or product. The member also tend to not hide their collection of
abekani. Based on interview, respondent not defined as high sosial media
addicted.
