The results of this study indicate that the event of expertise has a role in the selection of symbolic worth and signal worth by individuals in consuming commodities. So culmination by Baudrillard is society now not consume goods, but consume symbolic and sign. The suggestion given is that students should think about threat, safety and safety of online shop. Customers are drawn to online purchasing not solely due to high ranges of comfort, but also because of broader selections, aggressive pricing, and higher entry to information.

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Students are one of the people who pay consideration to online shop and online shop become favorite place of student in buying. The orientation of this research is on scholar consumptive behavior in online shop at University of Muhammadiyah Malang. The research technique used is qualitative method and research kind is descriptive. Data collection methods used statement, interview and documentation. The concept used on this research is the theory of shopper society or Consumer Society developed by Jean Baudrillard . Where Baudrillard explains the essence of a consumerist society is a society that doesn’t use the substance of the commodities, and the public makes use of the symbolic value and mark worth referred to as hyper-reality.

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