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PERILAKU KONSUMTIF MEMBER GYM (STUDI KASUS MEMBER WANITA SEHATI GYM KOTA RANGKASBITUNG)
This study aims to analyze the forms of consumptive behavior shown by female members at Sehati Gym in Rangkasbitung City. The increasing participation of women in fitness activities not only reflects physical needs but also indicates a shift in lifestyle and the construction of social identity in modern society. In this context, the consumption of gym services and products is often carried out as part of the symbolization of self-image and social status, not merely for their functional use. Using a qualitative case study approach, data were collected through observation, in-depth interviews, and documentation. Data analysis refers to Jean Baudrillard's theory of consumerism, which distinguishes consumption based on use value, exchange value, and sign value. The results reveal that female members’ consumption is not solely based on practical functions but also on economic and symbolic values. The consumption of branded products, supplements, and personal trainer services becomes a medium to affirm identity and social existence. These findings confirm that gyms have become lifestyle consumption spaces rich in symbolic meaning. Keywords: consumptive behavior 1st ; women2nd; gym; 3rd
Fakultas Keguruan dan Ilmu Pendidikan, Universitas Sultan Ageng Tirtayasa
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