THE INTERNALIZATION PROCESS OF ASN CONSUMPTIVE BEHAVIOR IN THE ERA OF THE COVID-19 PANDEMIC (OVERVIEW OF REALITY CONSTRUCTION ON STATE CIVIL APPARATUS IN REJANG LEBONG REGENCY)

The Covid-19 pandemic is an event that results in major changes in
the social dimension of society, this has received widespread recognition of the
importance of the value meaning of this pandemic event as a truth in the wider
community and individuals to carry out and adjust changes in attitudes and
behavior. Economic conditions that have changed drastically, especially
consumption patterns, have received the most attention, the emergence of the
phenomenon of consumptive behavior, especially among state civil servants,
occurs when work from home policies and social restrictions are enforced,
worries and shifts in lifestyle lead to behavioral changes in making choices.
shopping. The understanding within the state civil apparatus individually or in
groups of the economic situation has formed internalization, this reality
becomes a basis that consumptive behavior is the result of the construction of
thought and the influence of the social environment.
This type of research is qualitative with a phenomenological approach, data
collection techniques through in-depth interviews, observation and
documentation. Informants in this study were State Civil Apparatus in Rejang
Lebong Regency. The results of this study indicate that the internalization of
consumptive behavior can be seen through the stages of decision making and
motivation of state civil servants in purchasing, namely the actions to be taken
based on the influence of the government, society and producers so that
purchasing decisions become irrational, then in the motivation that arises in the
civil apparatus. the state is fear and worry that triggers consumptive behavior.
Keywords: Internalization Process; Social Reality Construction; Covid-19
Pandemic; Consumptive Behavior