NELA AYU HARSANTI, 121311233102 (2018) LIQUOR CONSUMPTION AS SYMBOL OF SOCIAL CLASS IDENTITY IN CLUBBING SURABAYA COMMUNITY. Skripsi thesis, Universitas Airlangga.

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Abstract

Consumption is the act of using, eating, or drinking something. Nowadays, consumer will uses such behavior to maintain social status. A consumer in a society characterized by wasted money and time to buy the needs. In Conspicuous Consumption, waste means excessive. This phenomenon happens in Clubbing Surabaya Community. Clubbing Surabaya Community is a group which has clubbing and consuming liquor behavior in Surabaya. Surabaya is the capital city of East Java and the second largest metropolitan area in Indonesia after Jakarta. This study used Clubbing Surabaya Community because Clubbing Surabaya Community is willing to pay lots of money for clubbing and drinking liquor. This study aims to know how Clubbing Surabaya Community consumes the liquor and how liquor can construct the social class identity. This study used qualitative approach by conducting in-depth interview with six informants of Clubbing Surabaya Community’s members, they are chairman, deputy, secretary, treasurer, Instagram account admin, and Line account admin. These six people are very influential in the development of the community through multiple social media accounts, and those six people as a regulator or have strong influences to other members in the community. Thorsten Veblen by the Conspicuous Consumption theory is used to analyze the data. In analyzing the data, this research made questions which contain three components of Conspicuous Consumption namely wealth, power and status. The result of this study found that Clubbing Surabaya Community depicted the Conspicuous Consumption theory by Thorsten Veblen which fulfill three components of this theory and categorized as wasting time and wasting money.

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