A PHENOMENOLOGICAL STUDY OF COGNITIVE DISSONANCE AND COGNITIVE CONSSONANCE: REASON TO QUIT DRINKING OF FEMALE COLLEGE STUDENTS AT PT. C CHANNEL MEDIA INDONESIA

Abstract

In recent findings by the epidemiologists there is an increasing number of sales of alcohol to female, especially the ones who were born between 1991 and 2002. However, This research examines the female college drinkers who have stopped drinking alcohol. This research aims at unfolding on how adolescence, health, family & religion supports their reasons to quit drinking alcohol using the Cognitive Dissonance and Cognitive Consonance Theory. The female college drinkers that the researcher chose for this research is from the biggest female-video based media in Indonesia, PT. C CHANNEL Media Indonesia. Using qualitative research method, the data of this research are collected from four female college employees at PT. C CHANNEL Media Indonesia as the informants which the interview results is then used to be analysed in order to find the result and findings of the research problem. This research reveals that adolescence, health, family & religion are strong reasons for female college drinkers to quit drinking, as they are starting to put concern about their responsibilities as they get older, concern about health especially cirrhosis, feeling sorry to their parents and afraid of keep making sins.