COMPENSATORY CONSUMPTION ON ISLAMIC PRODUCTS AMONG MUSLIM WOMEN IN JAKARTA

Abstract

Compensatory consumption can be described as retail therapy that can alleviate negative mood or as coping strategy which enhance self-esteem. The purpose of this research is to identify the Islamic product and the existence of purchases phenomenon categorized as compensatory consumption experienced by five Muslim women in Jakarta and its motivation toward religiosity and self-esteem. Although halal industry has developed in Indonesia, the purchase of Islamic products is suspected to be a compensatory mechanism. The researcher use qualitative method with phenomenology approach, which is an approach defined as subjective experience and one's perspective awareness of the various types and aims to describe a particular phenomenon. The results of this research indicated that Muslim women with low self-esteem will influence the increase of compensatory consumption, once compensatory consumption is done, their self-esteem also will increase. On the other hand, there is no conclusive evidence that compensatory consumption is motivated by lack of religiosity, since the five participants denied that their purchase of Islamic products are religiosly motivated.