Social Changes in Society That Occur in the Development of Modern Shopping Centers

SOCIAL CHANGES IN SOCIETY THAT OCCUR IN THE DEVELOPMENT OF MODERN SHOPPING CENTERS (MALLS) Abstract This study aims to determine what changes have occurred to the community with the construction of a shopping center (mall). The method used in this research is to use a research library through data collection and taking some references from the internet. The construction of shopping centers (malls) brings many changes to society, such as consumer behavior, consumer culture, and changes in people's lifestyles. Mall is not just a place to shop but, has many functions apart from shopping. The changes that occur with the construction of this mall are positive and some are negative. Keywords: development, mall, social change INTRODUCTION The concept of development has become an ideology that describes activities in an effort to pursue growth and progress in science and technology. Development is essentially an effort to improve people's standard of living to a better, more prosperous, more peaceful level, and to better guarantee survival in the future. In this context, of course, every development requires change and change is a process and effort that is directed with the intention of achieving these goals. Thus, the process or effort of development has the meaning of humanization, namely humanizing humans or society (Arbi Sanit, 1987:112). The essence of development is a continuous process of change which is progress and improvement towards the desired direction. Development is an effort or series of efforts for growth and planned change that are carried out consciously by a nation, state and government towards modernity in the context of national development. In the development of the world, we know the existence of changes in the world that were once ancient to modern, meaning that every human being during his life must experience what is called change. The changes can be limited or broad in influence, changes can affect the economy, social norms, social interactions and so on. The changes that occur in society are normal symptoms. Its influence can spread quickly to other parts of the world thanks to the socio-economic factors supported by technology. (Abdulsyani, 2002: 162). Along with the changing times and the influence of modernization, development is carried out deliberately to improve the conditions of society in an area with various plans in various aspects of life. In essence, development aims to improve the welfare of society by building various supporting facilities and assets in community life. The existence of shopping centers for some people is indeed familiar, especially for modern society. Shopping centers are often also called "Malls". Malls are places where all groups from children to the elderly can spend their weekends with family or relatives. The activities carried out by visitors in shopping centers are very diverse. Shopping, enjoying food at favorite restaurants or just walking around and window shopping can all be enjoyed at the shopping center. In addition to its main function as a place for shopping, shopping centers generally provide entertainment facilities in their mission to offer a conducive atmosphere for visitors to spend their time relaxing. In addition, the construction of shopping centers such as malls shows that there are social changes in society such as changes in consumer shopping culture, consumer behavior and changes in lifestyle. Shopping centers have experienced a role revolution from being a consumption center to now becoming an aspiration and lifestyle for consumers, not only as a place to make product purchases, but have also changed their function to become an interesting, fun, safe, comfortable, and reliable entertainment venue. (Neo & Wing, 2005:143). Malls have been able to meet almost all of the community's needs, from supermarkets, foreign and domestic retail stores that sell various kinds of fashion products, food centers, children's play areas, cinemas, and various other entertainment events. The increasing growth and development of malls and other modern markets is accompanied by the decreasing interest of the community in shopping at traditional markets, this has given rise to community preferences in meeting their daily needs. Judging from the price difference that is not too far between traditional markets and goods sold in modern markets or malls, especially promising facilities can be the reason for changes in community preferences for their needs. With the changing preferences of the community in meeting their life needs, it also affects the shift in consumption culture and lifestyle of most people. From the above phenomenon, the formulation of the problem to be discussed can be obtained, namely how the changes in the consumerist nature of society towards the construction of malls and what lifestyles of society have changed following the development of the existence of the mall. THEORETICAL STUDY A. Development Theory Development etymologically can be derived from the word wangun whose meaning can be defined as follows: a) Wangun means appropriate, harmonious, which is reviewed, trust, technology, and also economy. b) The meaning of the word build is to build a business or procurement. S.P Siagian (1974:2) formulated that the growth and change efforts carried out in the awareness of a nation and state towards the modern stage in the context of nation building. Development is seen as a planned effort to improve the quality of life of a nation that covers all aspects of life by using certain selected methods and technologies. (Margono, 1985). Development is simply defined by Rogers (1985) as a useful change towards a social and economic system that is decided as the will of a nation. The types of development according to Margono (1985) are as follows: 1. Programs implemented from above 2. Programs implemented locally by the community together with extension workers 3. Programs determined based on facts 4. Programs determined by specialists The concept of development has historical and intellectual roots in the period of social change related to the Industrial Revolution. The idea of renewal was first put forward by American President Herry S. Truman on January 20, 1949 in the form of throwing out the term "backwardness". The purpose of this policy is none other than the era to stem the influence of socialism and communism in third countries during the Cold War era (Fakih, 2004:71). The way to disseminate development ideas in the third world in the 1950s and 1960s, they were from social scientists, especially those social scientists who were members of the Center for International Studies at (MIT) Massachusetts Institute of Technology who had the task of helping to organize successful workshops. One of the economic theorists who put forward ideas about development theory was W.W. Rostow who presented growth theory and social scientists David McCelland and Inkeles who developed modernization theory. Development theory became part of the media domination because the theory was engineered to become the dominant paradigm in social change in the Third World by the Northern Countries. The success of development in the past was often measured using the per capita income growth rate. This index basically emphasizes a country's ability to accelerate output at a faster rate than its population growth (Todaro and Smith, 2013:1819). Criticism of the indicators that were considered too economical, finally required social indicators so that the assessment of development success was more accurate and useful. Goulet requires three basic components that must be used as practical guidelines in development, namely sufficiency, self-esteem, and freedom. These three components are interrelated with the most basic human needs. According to Moeljarto, 1993:32 there are three development models that function as a planning framework in a country. 1. Growth-Oriented Development Model This model views the goal of development as economic growth in the narrow sense, namely concerning the increase in GNP per year reaching 5% -7%. To achieve this, the selection of a planned production structure and employment opportunities in order to increase the portion of service and manufacturing production and reduce the portion of the agricultural sector in a balanced manner needs to be done. Therefore, development is centered on production while the elimination of poverty, unemployment, and inequality is in second place through the trickle down effect. 2. Basic Needs Development Model The main focus of this development is the poor. The government is trying to eradicate poverty directly through efforts to improve the quality of the workforce rather than its quantity. This model is like a welfare program or assistance for people who are categorized as poor through the fulfillment of basic needs, which include income, access to public services such as health, education, clean water, public transportation, etc. 3. Human-Centered Development Model This model views development further as increasing GNP or social provision. But also view human development and welfare, equality and human position as the central focus of development, the implementer who determines the goals, sources of supervision and to influence their lives. (Gran in Moeljarto, 1993:35). The role of government in this model is to create a social environment that encourages human development and the actualization of human potential to a greater extent. The creation of such a social environment requires a self-organization learning system by orienting informal organizational networks and communication flows to local needs and variations. B. Social Change Soejono Soekanto stated that social change is any change that occurs in social institutions in a community environment, which can affect the prevailing social system, in this case also including attitudes, values/norms, and behavioral patterns between community groups. (Rosana, 2011). Social change is basically a continuous process, this means that every society will in reality experience such changes. However, changes between communities are not always the same. According to Betrand (1980), social change cannot be explained and adheres to a single factor. Rogers (1985) stated that a proper theory of such changes must include several basic questions such as the factors that experience change, to what extent the change occurs, how quickly the change occurs, what conditions exist before and after the change occurs, what happens during the transition, what stimuli drive the change, through what mechanisms the change occurs, what elements cause stability at a certain point in the change and can humans determine the direction of the change. The driving factors of social change according to Murdock in Manan, 1989:50 are population growth or decline, changes in the geographical environment, moving to a new environment, interaction with people of different cultures, natural and social disasters (floods, earthquakes, monetary crises, wars), innovation, technological developments, rebellions or revolutions (eg: Indonesian independence revolution). While the inhibiting factors and socio-cultural changes include minimal relations with other communities, the development of science that is too slow, old-fashioned (traditional) community thinking, the existence of interests that have been deeply embedded, feelings of anxiety about the occurrence of instability in cultural integration, prejudice against foreign things or closed attitudes, ideological obstacles and customs and habits that exist in a particular community group. C. Lifestyle Lifestyle according to Engel, Blackwell, and Miniard in Nindyastari: 2 is a pattern in which humans live and spend time and money. Lifestyle reflects a person's activities, interests, and opinions. The next opinion comes from Chaney who stated that lifestyle is a pattern of actions that distinguishes one person from another. Lifestyle helps to understand what people do, why they do it, and whether what they do is meaningful to themselves and others. Lifestyle is part of the daily social life of the modern world. Adler in Nindyastari: 2 argues that the factors that determine a person's lifestyle are largely determined by specific inferiorities, both imaginary and real, that a person has. Lifestyle is a compensation for a specific inferiority. If a child has a physical weakness, then his lifestyle will be in the form of doing things that will produce a strong physique. According to Bordieu's theory, the factors that form lifestyle are reflected in three series or scopes of longer or broader social processes involving capital, conditions, objectives, habitus, dispositions, lifestyle practices, sign systems, and tastes. According to David Chaney, lifestyle is a characteristic of the modern world or commonly called modernity. Modern society will use ideas or ideas about lifestyle to describe their own actions and those of others. Lifestyle is a pattern of action that distinguishes one person from another. In everyday interactions we can apply an idea about lifestyle without explaining its meaning, but it is actually difficult to find a general description of things that refer to lifestyle, so if we can find it, lifestyle helps us understand what people do, why they do it, and whether what they do is meaningful to themselves and others. D. Consumer behavior According to Engel cited by Priyono (2006), consumer behavior is an action that is directly involved in obtaining, consuming, and spending products or services, including the decision process that precedes and follows this action. David and Bitta (1988) emphasize consumer behavior more as a decision-making process. They say that consumer behavior is a decision-making process that requires individual activities to evaluate, obtain, use or manage goods and services. From these various definitions, it can be concluded that consumer behavior highlights the behavior of both individuals and households, consumer behavior concerns a decision-making process before purchasing to consuming products, and the purpose of studying consumer behavior is to develop successful marketing strategies. Consumer behavior is essentially a real consumer action that can be observed directly (Paul and Jerry: 1999). Meanwhile, the definition of consumer behavior according to several experts is as follows: 1. Louden and Bitta (1993: 5) stated that "consumer behavior may be defined as the decision process and physical activity individuals engage in when evaluating, acquiring, using, or dispossing of goods and services" (consumer behavior can be defined as the decision-making process and physical activity of individuals involved in evaluating, acquiring, using or being able to use goods and services). 2. Engel et al (1992: 3) argue that "consumer behavior is defined as the acts of individuals directly involved in obtaining and using economic good service including the decision process that precedes and determines these acts" (consumer behavior is defined as the actions of individuals who are directly involved in efforts to obtain and use economic goods and services including the decision-making process that precedes and determines these actions). 3. The American Marketing Association defines consumer behavior as the dynamic interaction between the influences of exchange aspects in their lives. Things that can influence consumers in choosing a place to shop consumers usually come to a shopping place with various goals and motives and considerations. In choosing a place to shop, consumers can make assessments of the attributes that influence them in choosing a place to shop. Attributes that can influence consumers in choosing a place to shop according to Engel, F. James, 1995:257) include price, location, nature and quality of product variety, advertising and promotion, sales personnel, services provided, physical attributes of the store/counter/shopping place, and the atmosphere of the shopping place/store. RESEARCH METHOD The research method used in this study is a literature study. The literature study research method according to M. Nazir in his book entitled "Research Methods" states that what is meant by "Literature Study is a data collection technique by conducting a review study of books, literature, notes, and reports that are related to the problem being solved" (Nazir, 1998:111). Literature study is conducting research by studying and reading literature that is related to the problem that is the object of research. DISCUSSION Malls and Consumer Culture In the midst of the developpment of technology and the process of globalization, a culture called consumerism has emerged in society. In consumer culture, consumption is not only interpreted as a trajectory of material culture, but has been interpreted as a social vehicle that competes for values involving groups of people from various groups and statuses. The consumer culture that has developed in this global era has resulted in consumer products becoming the character of a style, image, lifestyle, and a way of distinguishing social status in society. With the existence of a new, more modern market form such as a mall, malls have become the choice for people in fulfilling their primary, secondary and tertiary needs. The existence of malls makes people adopt a pragmatic life. Which to get goods that have been labeled no longer requires social interaction such as bargaining in the buying and selling process in the mall. This culture is very different from the buying and selling culture in traditional markets where there is still social interaction of bargaining between sellers and buyers at an outlet or kiosk in the market. Social interaction is generally less felt in malls, because people tend to ignore each other when they are in a mall, for this it can be seen that social interaction does not occur here. The operational time limit of a mall is relatively longer than a traditional market, allowing people to satisfy their shopping desires to their heart's content. The position of the goods displayed in an attractive counter is one of the things that increases the desire to shop even though the goods are not needed. Not only that, facilities in the mall such as air conditioning, clean bathrooms and a fragrant shopping area are also comfort factors in a mall. This is certainly in contrast to the conditions in traditional markets that require consumers to enter a crowded shopping area, hot weather conditions and the distinctive odors found in traditional markets in general. Public consumption is facilitated through a payment system in the mall that can be done in various ways such as cash payments, and also using credit/debit cards so that even if they do not bring cash, visitors can still buy something in the mall. Public Consumptive Behavior The development of malls that make them new consumption tools is the result of the industrial revolution that was initially carried out by England in the mid-19th century which spread to South American, Asian and African countries. Initially, consumption activities were limited to meeting basic needs only. However, as time goes by, consumption activities expand and experience an increase in other needs, both in terms of physical and psychological consumption. The industrial revolution that occurred had an impact on Indonesia so that in the New Order era, development became a keyword used as a reference to start a business in advancing the lives of its residents and citizens. The context of development referred to in this era is material development. Therefore, development is often associated with progress achieved in the economic field (Budiman, 1995:1). The assessment used as a reference in the success of society in carrying out development will be seen from its economy. So productivity will be used as a measure in this case. In recent years, a phenomenon has emerged in which aspects of production and consumption can be separated clearly. Consumption is getting higher while production is considered an unimportant point. This increase in consumption can be seen from the increasing number of people working in the service and consumption sectors and also the increasing number of people spending their free time with consumption activities. The means of consumption themselves are rational, which can be seen from points including efficiency. Malls from a consumer perspective can be described as very effective sales machines, this can be seen from the many types of goods sold in a mall. The next point is calculability. In a mall, consumers are suggested to believe that they can rely on 3 things that can be quantified, namely low prices, a large number of goods and a variety of types of goods. The third point is predictability. The cafe chain offers uniformity of menus, food tastes, even place decorations. The fourth point is control through non-human technology. Shopping centers in the form of malls can be seen as something that is technologically controlled in all aspects of its operations. These controls include temperature, lights, events, merchandise with the aim of controlling consumers. (Ritzer, 2004:570 In traditional societies, markets were initially a place to interact in meeting needs and fulfilling consumption. However, symptoms emerged in market societies and economic growth, namely the formation of classes of social groups with opposing interests. Status consciousness was finally replaced by class consciousness. In the end, the market has great power in changing the history of human behavior. This is also related to human attitudes in fulfilling their consumption. The construction of malls was carried out because of progress in productivity, so that producers who play a role in fulfilling goods for the market produce much more goods with quality that is also greatly improved. So that finally the mall is used as a container to accommodate goods produced that have increased in terms of quality, quantity, and suitability to be marketed in a place that is in accordance with the specifications of the production goods. The progress of production ultimately changes people's thinking about consumption. Initially, consumption was only interpreted as fulfilling basic needs for life, but with the advancement of production and the development of shopping centers such as mini markets, supermarkets, malls, and so on, the principle of consumption which was only limited to fulfilling needs gradually shifted to freedom in consumer interactions. Especially when in a mall/other modern shopping center, people often shop or buy something not because they need it, but only because they want it and feel they have the money to buy the item. In fact, it is not uncommon for people to visit a mall just to fulfill their prestige. Which gives rise to a stigma in society that shopping at the mall is the behavior of rich people, if they go to the mall it means that the person has a good economic life. The emergence of consumption attitudes provides clues on how people display individuality in choosing goods. In circumstances like this, the position of the individual actively shows the tastes exemplified by a particular group. Lifestyle in this context is one example of a consumption practice that is based on a struggle to gain social prestige. (Tuti Alawiyah, 2020) Social change can occur in society with the construction of a modern shopping center in the form of a mall. The changes that can be seen are the formation of individualistic community characters that are based on the principle that relationships are built on status relationships. Then the shift from traditional markets to modern markets as places to buy primary needs will be an indicator of the success of mall development as a new consumption tool in society. The shift in the tendency to fulfill needs in the mall can also be caused by the image of the mall which offers efficiency and quality of goods that are not obtained in traditional markets. From here, the emergence of increasingly widespread and increasing consumer behavior in society. However, behind the emergence of consumerist and individualistic traits in society, this can actually drive domestic economic activity. Because with consumption, of course there will be community efforts to spend money that functions as a driver of the economy. The existence of malls resulting from cultural globalization has encouraged a consumer culture among the community which is considered part of a modern lifestyle and is oriented towards the West. This has triggered a shift in traditional values as an identity. Starting from this, efforts to raise awareness of the dangers of consumer culture in society are inevitable. Because today, society, especially the younger generation, tends to follow the trending culture. Lifestyle Changes The existence of malls does not only affect human consumerism. But it also has an impact on people's lifestyle patterns or lifestyles in placing the function of the mall itself for their lives. This lifestyle can also be observed according to the age group or employment status of each individual in society. In general, those who spend a lot of time in malls are people from the young generation. In addition to being a modern shopping center, malls are often used as places to find entertainment and have fun for young people. An example is spending time at food outlets in malls such as sushi tei, Aw, McDonald's, and so on. Usually these people do not visit food outlets just to eat, but also to gather with friends, or not infrequently people have reunions at food outlets in malls. (Pramudiana I. D., 2017) Lifestyle changes also occur in the shift in the function of food or beverage outlets in malls as places to do assignments for students. Studying or doing assignments should be done in places such as libraries, at home or at other educational institutions. However, the presence of malls can change this pattern, so that students often visit food outlets in malls with the aim of studying or doing assignments, although in the end, many of them ignore their assignments because they enjoy spending time hanging out in that place. However, this does not have a completely bad effect, there are also those who choose malls as a place to hang out or study because they feel that the facilities provided guarantee their comfort, such as cleanliness and safety. In addition to being a shopping center, malls are also an option for spending holidays and seeking entertainment for the community. Before the existence of malls, people made nature tourism an option for spending holidays, especially people who live in urban areas, such as mountains, tea plantations, and so on. However, when malls began to be built in urban areas, buildings that were originally built as shopping destinations also became one of the holiday destinations for the community. On a general scale, every mall must provide a game ride for visitors, this ride is a favorite destination for parents who take their children to play on holidays. Not only the people around the mall, but the tendency to spend holidays in the mall is also experienced by residents from rural areas or suburbs. In addition to the availability of play rides in the mall, there is usually also a cinema to watch movies which is also used as an entertainment destination for people of all ages and occupations. With so many destinations that can be visited in one building, people choose to spend time in it for hours. Because in general people who visit a mall do not only visit one place or outlet. CONCLUSION In general, the existence of a development will cause many changes, such as social change. One of them is the construction of a shopping center or often referred to as a mall. This shopping center (mall) brings many changes to society such as society that tends to be more consumptive, because the goods and quality of the mall are of better quality and also the production of more advanced goods sometimes makes people buy an item not because of need but only to fulfill their desires. The presence of malls also changes the consumer culture of society, which used to interact more with other people when shopping in traditional markets by bargaining, but in malls we will not find this anymore, this is what causes a lack of interaction in the mall. In addition, changes in lifestyle are also the impact of the development of shopping centers (malls) where malls are not just places to shop, but also used as places of entertainment and places to hang out. Most of the time, the function of malls has also changed into a place to study for students or college students. Although, in the end, instead of studying, they spend more time chatting with friends. The presence of malls also brings changes to society, such as when someone shops at a mall, they tend to be considered as someone from the upper class and it is not uncommon to find that this is what causes social jealousy, so that many people commit crimes such as theft. SUGGESTIONS Based on the conclusions drawn in this article, regardless of the good and bad impacts on social and cultural changes in society on the development of malls, as a society and citizens of Indonesia, we must continue to adhere to the norms and ideology of the nation in determining how to behave towards existing trends. This research is imperfect and still has many errors. We hope that the articles we have compiled can provide references and be useful for further research.