FACEBOOK GROUP ‘ABEKANI(AN) LOVERS’ : FIXATED CONSUMPTION BEHAVIOR AND THE TENDENCY TO SOCIAL MEDIA ADDICTED

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.