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The orientation of this analysis is on scholar consumptive behavior in online shop at University of Muhammadiyah Malang. The analysis technique used is qualitative approach and analysis sort is descriptive. Data collection strategies used remark, interview and documentation. The concept used on this research is the speculation of shopper society or Consumer Society developed by Jean Baudrillard . Where Baudrillard explains the essence of a consumerist society is a society that does not use the substance of the commodities, and the common public makes use of the symbolic value and mark value called hyper-reality. The results of this examine indicate that the event of technology has a task within the selection of symbolic value and sign value by people in consuming commodities.