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The Social Sciences
Year: 2017  |  Volume: 12  |  Issue: 4  |  Page No.: 737 - 742

Meaning of Online Shopping for Indie Model

Muti Ayumi Nurfajrinah, Zikri Fachrul Nurhadi and Muhammad Ali Ramdhani    

Abstract: The purpose of this study is to discover and explain the motive, meaning and communication experiences of indie models in online shopping through Instagram in building their self-identity. This study used a qualitative approach with the phenomenology method and constructivism paradigm. Data collection was done by means of in-depth interviews, participatory observation and literature. The result of this study shows that the motive of indie model in doing online shopping due to transactions that can be done practically, not limited by space and time, a lot of choice of model and in order that he becomes a person considered different from the others. Indie models in this study interpret that online shopping is the activity of shopping transaction made through the internet media network based on trust between seller and buyer as well as a means of information about up to date fashion. The research findings show that the consumers of online shopping have positive and negative experiences. Honesty and trust is the main value in performing online shopping via instagram.

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