ABSTRACT

Nurli Afifah, (2024). The Use of Apple brand Smartphones as a Lifestyle Student of Lambung

Mangkurat University, Banjarmasin. Thesis of SociologyEducation Study Program, Department of Sosial Sciences, Faculty ofTeacher Training and Education, Lambung Mangkurat University.

Advisor (I) Syahlan Mattiro.

Keywords: Apple brand smartphones, Lifestyle, Students.

Apple brand smartphones as a student lifestyle is a lifestyle pattern that is reflected in everyday life, at least showing how the lifestyle is carried out as an effort to adapt to the development of the times. This study examines the use of Apple brand smartphones as a student lifestyle. This study aims to; 1) Describe the role of activities among students who use Apple brand smartphones at Lambung Mangkurat University. 2) Describe students' interest in using Apple brand smartphones as their smartphone of choice at Lambung Mangkurat University, Banjarmasin. 3) Describe students' opinions about the advantages and disadvantages of Apple brand smartphones at Lambung Mangkurat University, Banjarmasin.

The method used is a qualitative method. This study determines the data source through purposive sampling techniques. Data collection was carried out using observation, interview, and documentation techniques. Data analysis techniques with Milles, Huberman, and Saldana model analysis, namely data collection, data condensation, data presentation, and drawing conclusions or verification. Data validity testing was carried out using source triangulation, technique triangulation, and time triangulation.

The results of the study show; 1) student activities using Apple brand smartphones are capturing moments and creating content, 2) the interest of student smartphone users who prefer the Apple brand has 2 factors, internal factors of interest in the brand, interest in experience and lifestyle, external factors of interest in advertising and marketing, interest in technology and innovation. 3) student opinions about the Apple smartphone brand are satisfaction, complaints and loyalty.

Based on the research results, it is recommended 1) Continue to be creative in capturing moments and creating content to continue to pay attention to the composition of photos or videos to make them more interesting and remain consistent in creating content, 2) For brand selection, do not just do it for momentary satisfaction and trends, but also for long-term needs, 3) Always pay attention to your own needs and limitations in using a smartphone so that it remains durable in the long term.