GENDER PERCEPTION OF THE USE OF ONLINE MEDIA AND CONSUMER BEHAVIOR
Mira Herlina

Faculty Communications
Universitas Budi Luhur
Ciledug Raya Petukangan Utara Jakarta Selatan
12260

Abstract

Media and gender cannot be separated because gender is a social formation of roles, functions, and tasks in daily life, social, and work for men and women. The stereotypical influence carried by the media increasingly thickens patriarchal culture and becomes a barrier to gender equality, where men and women should have equal access and rights in social life, education, employment, and in various other aspects of life. The use of online media gave birth to consumerism behavior in the perceptions of men and women based on APJII 2017 survey of internet media users distinguished by gender, male number (51.43%) and female (48.57%). It is seen that men dominate the use of internet media in Indonesia. Besides that, when viewed from the use of the internet for the economic sector, the most APJII was disclosed for price-seeking activities (45.14%), helping jobs (41.04%), buying information (37.82%), buying online (32,19%), and the smallest is selling online (16.83%. This is the background of this research, the purpose of this study was to determine gender perceptions of the use of online media and consumerism behavior. This study uses a quantitative methodology with 50 quota sampling techniques. Respondents aged 18 to 20 years because of this age are teenagers who actively use online media. The results of this study found that there is a difference in perceptions between male and female gender on the behavior of the use of online media and consumerism behavior. noticed that men are also a potential part of consumerism products that are available online, while women remain a source of division strength in consumerism behavior.

Keywords: Media, Gender, Online, Behavior, Consumerism

Topic: Gender Studies