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"ABSTRAKPerkembangan serta transformasi ekonomi, sosial, dan budaya masyarakat Korea memunculkan figur sosial baru di tengah-tengah masyarakat Korea, yakni kidult. Kidult adalah orang dewasa yang memiliki selera dan menyukai hiburan yang ditujukan untuk anak-anak. Perilaku konsumtif yang terus meningkat di tengah masyarakat modern menjadikan kidult bukan hanya sekadar tren konsumsi, melainkan gaya hidup konsumtif di masyarakat Korea. Gaya hidup konsumtif terhadap mainan kidult, terutama keorikto inhyeongtelah menjadikan kidult sebagai fenomena budaya di tengah-tengah masyarakat Korea. Oleh karena itu, penulis tertarik untuk membahas penyebab munculnya perilaku konsumtif terkait keorito inhyeong yang menjadi pemicu munculnya fenomena kidult di Korea Selatan. Dengan menggunakan metode deskriptifanalitik, penulis memfokuskan analisis pada studi perilaku konsumtif terhadap keorikto inhyeong di Korea Selatan. Hasil penulisan ini menunjukkan bahwa fenomena kidult di Korea yang didasari oleh perilaku konsumtif menggambarkan keadaan masyarakat Korea yang sedang mencari makna hidup dan identitas diri di tengah kesulitan dan beban hidup yang dialaminya. Kidult mencari penghiburan atau pelarian dari tekanan, tuntutan, dan stres dengan mengkonsumsi permainan yang memunculkan perasaan nostalgia ke masa kanak-kanak.

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ABSTRACTKidult is the emerged of the new social figure in the midst of Korean society that was based on economy, social, cultural development and transformation. The word kidult refers to a grown-up who embraces entertainment that is made for children. Consumptive behavior that continues to increase is not just a consumption trend, but has become a lifestyle amongst the people in this modern society. Consumptive lifestyle towards childern s toys, especially keorikto inhyeong makes kidult is a cultural phenomenon in the midst of Korean Society. Therefore, the author is interested in discussing the causes of consumptive behavior towards keorikto inhyeong which triggered the emergence of kidult phenomenon in South Korea. Using descriptive-analytic methods, the author focuses its analysis on consumptive behavior study onkeorikto inhyeong in South Korea. The result of this paper shows that the kidult phenomenon in Korea was based on consumptive behavior that illustrates the condition of Korean society who is looking for selfidentity and life-meaning in the midst of the difficulties and burdens of life. Kidult seeks comfort and escape from pressure, demands, also stress by consuming games that reminds them of their childhood memories."

"[ ABSTRAK Konsumen memegang peranan penting dalam suatu perekonomian. Jepang memiliki keunggulan di bidang produksi dan distribusi massa sejak tahun 1980-an, diawali dengan maraknya industri ritel di pasar perekonomian Jepang. Ritel merupakan bentuk bisnis yang melibatkan kegiatan ekonomi dalam hal penjualan barang maupun jasa kepada konsumen. Adanya pola konsumsi dan gaya hidup yang dijalani konsumen mengakibatkan meningkatnya penjualan yang terjadi pada industri ritel, terutama pada convenience store Jepang (konbini). Tidak seperti di negara asalnya, Amerika, konbini Jepang memiliki konsep yang cukup berbeda meskipun tujuan utamanya tetap sama, yaitu memberikan kemudahan dalam berbelanja dengan efisiensi waktu. Teknologi berperan penting dalam kepopuleran konbini di dalam masyarakat yang terbiasa dengan hidup serba modern seperti Jepang. Hingga kini konbini masih eksis karena mampu beradaptasi dengan kebutuhan, gaya hidup, dan budaya konsumen yang ditunjukkan melalui banyaknya inovasi dan perbaikan didukung oleh strategi bisnis yang kian kreatif.

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ABSTRACT Consumers play an important role in an economy. Japan has an advantage in mass production and distribution since 1980‟s, beginning with the rise of retail industry in the market of Japanese economy. Retail is a form of business that involves economic activities in terms of sales of goods or services to the consumer. The presence of consumption patterns and lifestyles that resulted in increased consumer sales that occur in the retail industry, especially at convenience store (konbini). Unlike its original from America, konbini have some slight differences concepts although the main goal is the same that is about giving the ease of shopping with efficiency of time in serving. Technology has an important role in popularity of konbini in the community who are accustomed to the convenience of modern life such as Japanese. Up till now, konbini still exist and being able to adapt to consumer needs, lifestyles, and cultures shown through innovations and improvements that supported by the growing creative business strategy.;Consumers play an important role in an economy. Japan has an advantage in mass production and distribution since 1980‟s, beginning with the rise of retail industry in the market of Japanese economy. Retail is a form of business that involves economic activities in terms of sales of goods or services to the consumer. The presence of consumption patterns and lifestyles that resulted in increased consumer sales that occur in the retail industry, especially at convenience store (konbini). Unlike its original from America, konbini have some slight differences concepts although the main goal is the same that is about giving the ease of shopping with efficiency of time in serving. Technology has an important role in popularity of konbini in the community who are accustomed to the convenience of modern life such as Japanese. Up till now, konbini still exist and being able to adapt to consumer needs, lifestyles, and cultures shown through innovations and improvements that supported by the growing creative business strategy., Consumers play an important role in an economy. Japan has an advantage in mass production and distribution since 1980‟s, beginning with the rise of retail industry in the market of Japanese economy. Retail is a form of business that involves economic activities in terms of sales of goods or services to the consumer. The presence of consumption patterns and lifestyles that resulted in increased consumer sales that occur in the retail industry, especially at convenience store (konbini). Unlike its original from America, konbini have some slight differences concepts although the main goal is the same that is about giving the ease of shopping with efficiency of time in serving. Technology has an important role in popularity of konbini in the community who are accustomed to the convenience of modern life such as Japanese. Up till now, konbini still exist and being able to adapt to consumer needs, lifestyles, and cultures shown through innovations and improvements that supported by the growing creative business strategy.]"