Hiperrealitas Cantik Dan Impulsive Buying Skincare Pada Mahasiswi FEBI IAIN Ponorogo

Abstract

Introduction: Since beauty is seen as a physical body, to be beautiful you have to take care of it using skincare products because beauty is this pursuit, so individuals become more and more wasteful and also obsessed with buying skincare which leads to waste and also losses if skincare is not suitable for the skin. Excessive skincare purchases are called impulse purchases. This study aims to find out more about this phenomenon. Research Methods: This study uses a qualitative method with a phenomenological approach. The data collection method in this study uses observation, interview and documentation methods. Results:The results of this study explain that the beauty hyperreality that occurs in female students who use skin care products is grouped into three phases, namely the simulation phase as the initial phase, the simulacra phase as the middle phase, and the simulacrum phase as the final phase. Conclusion: The concept of hyperreality of beauty among female university students is formed through three phases. The first phase is the simulation phase, which occurs due to the influence of family environment, peer groups, and especially social media — with social media being the most dominant factor among these. The second phase is the simulacrum phase, where individuals begin to explore more about beauty and the elements that can enhance it; at this stage, students start experimenting with skincare products. The third phase is the simulacra phase, in which the students have constructed and defined their own personal standards of beauty.