Interpreting Doom Spending as Self-Reward among the Followers of TikTok Influencer @naylajsmn

Abstract

This study aims to explore the meaning of doom spending as a form of self-reward among followers of TikTok influencer @naylajsmn. This research employed a qualitative approach with an interpretive paradigm and a phenomenological method. Primary data were collected through semi-structured in-depth interviews with six Generation Z informants who actively followed @naylajsmn, had engaged in shopping as a form of self-reward, and had used installment or Paylater features. The data were analyzed using the Miles, Huberman, and Saldaña model, which includes data collection, data condensation, data display, and conclusion drawing. The findings show that self-reward is interpreted as a form of appreciation, self-care, and personal reward after experiencing pressure or achieving certain goals. However, this practice may shift into doom spending when purchases are made impulsively and influenced by FOMO, social media trends, influencer content visuals, and the convenience of Paylater. The study also identifies pseudo happiness, a temporary sense of pleasure that may turn into regret, anxiety, and financial pressure after purchasing.