Community Social Changes That Occur In The Development

COMMUNITY SOCIAL CHANGES THAT OCCUR IN THE DEVELOPMENT OF MODERN SHOPPING CENTERS (MALL) 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 ensure survival in the future. In this context, of course every development requires and change is a process and effort directed with the aim of achieving these goals. Thus, the development process or effort has the meaning of humanization, namely humanizing humans or society (Arbi Sanit, 1987: 112). The essence of development is a process of continuous change which is progress and improvement towards the desired direction. Development is an effort or series of planned growth and change efforts carried out consciously by a nation, state and government towards modernity in the context of developing the nation. In the development of the world, we know that the world has changed from ancient to modern, meaning that every human being during their life must experience something called change. Changes can have limited or broad impacts, 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 socio-economic factors supported by technology. (Abdulsyani, 2002: 162). Along with 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 community welfare by building various supporting facilities and assets in social life. The existence of shopping centers is familiar to some audiences, especially to modern society. Shopping centers are often referred to as "Malls". The mall is a place where everyone from children to the elderly can spend the weekend with family and relatives. The activities carried out by visitors in shopping centers are very diverse. Shopping, enjoying food at your favorite restaurant or just walking around and window shopping can all be enjoyed at this shopping center. Apart from its main function as a place to shop, shopping centers generally provide entertainment facilities in their mission to offer a conducive atmosphere for visitors to spend their time relaxing. Apart from that, the construction of shopping centers such as malls shows that there are social changes in society such as changes in shopping culture. consumers, consumer behavior and lifestyle changes. Shopping centers have experienced a revolution in their role from acting as consumption centers to now becoming consumer aspirations and lifestyles, not just limited to places for purchasing products, but have changed their function to become attractive, fun, safe, comfortable and trustworthy entertainment venues. . (Neo&Wing, 2005:143). Malls have been able to fulfill almost all people's needs, starting from supermarkets, foreign and domestic retail shops selling various kinds of fashion products, snack centers, children's play areas, cinemas and various other entertainment events. The increasing growth and development of malls and other modern markets coincides with the decreasing interest of people in shopping at traditional markets, this gives rise to people's preferences in meeting their daily needs. Judging from the not too big price difference between traditional markets and goods sold in modern markets or malls, especially promising facilities could be the reason for changes in people's preferences regarding their needs. With changes in people's preferences in meeting their living needs, this has also had an impact on shifts in the consumption culture and lifestyle of the majority of society. From the above phenomenon, a formulation of the problem that will be discussed can be obtained, namely how the consumerist nature of society has changed regarding the construction of the mall and what people's lifestyles have changed following the development of the mall's existence. THEORITICAL REVIEW A. Development Theory Etymologically development can come from the word wangun whose meaning can be defined as follows: a. Wangun means appropriate, compatible, harmonious, reviewed, trust, technology and also economics. b. The meaning of the word build is to build a business or procurement. S.P Siagian (1974:2) formulated that growth and change efforts are carried out in the consciousness of a nation and state towards the modern stage in the context of nation building or nation building. Development is seen as a planned effort to improve the nation's quality of life which covers all aspects of life using certain selected methods and technologies. (Margono, 1985). Development is simply defined by Rogers (1985) as 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. The program established is based on facts 4. Program established by a specialist The concept of development has historical and intellectual roots in the period of social change related to the Industrial Revolution. The idea of reform was first put forward by American President Herry S. Truman on January 20 1949 in the form of the term "backwardness". The aim of this policy was none other than to stem the influence of socialism and communism in third countries during the cold war era (Fakih, 2004:71). The way in which development ideas were disseminated in the third world in the 1950s and 1960s was social science experts, especially social science experts who were members of the Center For International Studies at (MIT) Massachusetts Institute of Technology, who had the task of helping organize successful workshops. . One of the economists who put forward ideas about development theory was W.W. Rostow presents growth theory and social scientists David McCelland and Inkeles by developing modernization theory. Development theory became part of the media of domination because this theory was engineered to become the dominant paradigm for social change in the Third World by Northern Countries. Development success in the past was often measured using the growth rate of per capita income. This index basically emphasizes a country's ability to accelerate output at a faster rate than population growth (Todaro and Smith, 2013: 18-19). Criticism of indicators that are considered too economic ultimately requires social indicators to be assessed development success is more accurate and useful. Goulet requires three basic components that must be used as practical guidelines in development, namely sufficiency, self-respect and freedom. These three components are interconnected 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 involving an increase in GNP per year reaching 5% -7%. To achieve this, it is necessary to choose a planned production structure and employment opportunities to increase the portion of service and manufacturing production and reduce the portion of the agricultural sector in a balanced manner. Therefore, development is centered on production, while eliminating poverty, unemployment and inequality is of second importance through the tricle down effect. 2. Basic Needs Development Model The main focus of this development is poor people. The government is trying to alleviate poverty directly by improving the quality of the workforce rather than the quantity. This model is like a welfare or assistance program for people in the poor category by fulfilling 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 further views development as increasing GNP or social provision. But it also views human development and welfare, equality and human position as the central focus of development, implementers who determine 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 greater human potential. Creating such a social environment requires a learning system of self-organization 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 within a society, which can influence the prevailing social system, in this case also including attitudes, values/norms, and behavioral patterns between social groups. (Rosana, 2011). Change in society is basically a continuous process, this means that in reality every society will experience these changes. But changes between societies are not always the same. According to Betrand (1980), social change essentially cannot be explained and relies on a single factor. Rogers (1985) states that a viable theory regarding change must include several main questions such as 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 encourage 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 factors driving social change according to Murdock in Manan, 1989: 50 are increase or decrease in population, changes in the geographic environment, movement to new environments, interactions with people of different cultures, natural and social disasters (floods, earthquakes, monetary crises, wars). ), innovation, technological developments, rebellion or revolution (co: Indonesian independence revolution). Meanwhile, the inhibiting factors and socio-cultural changes include the lack of contact with other communities, the development of science which is too slow, people's thinking is old-fashioned (traditional), the existence of very deeply ingrained interests, feelings of anxiety about unsteadiness in cultural integration, prejudice towards foreign things or closed attitudes, ideological barriers and customs and customs found 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 patterns of action that differentiate one person from another. Lifestyle helps understand what people do, why they do it, and whether what they do is meaningful to themselves or others. Lifestyle is part of everyday social life in 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 compensation for a particular inferiority. If a child has physical weaknesses, his lifestyle will take the form of doing things that will produce a strong physique. According to Bordieu's theory, lifestyle-forming factors are reflected in three longer or broader series or spheres of 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 what is usually called modernity. Modern society will use notions or ideas about lifestyle to describe its own and other people's actions. Lifestyle is patterns of action that differentiate one person from another. In everyday interactions we can apply an idea about lifestyle without explaining what it means, but in fact it is difficult to find a general description of things that refer to lifestyle, so if we can find it, lifestyle helps understand what people do, why they do it. do it, and whether what they do is meaningful to themselves or others. D. Consumer behavior According to Engel, cited by Priyono (2006), consumer behavior is the actions directly involved in obtaining, consuming and disposing of products or services, including the decision processes that precede and follow these actions. David and Bitta (1988) emphasize consumer behavior as a decision-making process. They say that consumer behavior is a decision-making process that requires individual activities to evaluate, obtain, use or arrange goods and services. From these various definitions, it can be concluded that consumer behavior highlights behavior of both individuals and households, consumer behavior concerns a decision-making process before purchasing until consuming the product, and the aim 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) reveal that "consumer behavior may be defined as the decision process and physical activity individuals engage in when evaluating, acquiring, using, or disposing of goods and services" (consumer behavior can be defined as the process of making physical individual decisions and activities involved in evaluating, obtaining, using or being able to use goods and services). 2. Engel et al (1992:3) argue that "consumer behavior is the defined as the acts of individuals directly involved in obtaining and using economic good services including the decision process that precede and determine these acts" (consumer behavior is defined as the actions 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 a dynamic interaction between the influences of exchange aspects in their lives. Things that can influence consumers in choosing a shopping place. Consumers usually come to shopping places with various goals, motives and considerations. In choosing a place to shop, consumers can make an assessment of the attributes that influence them in choosing a place to shop. Attributes that can influence consumers in choosing a shopping place according to Engel, F. James, 1995: 257) include price, location, nature and quality of variety of goods, advertising and promotions, sales personnel, services provided, physical attributes of the shop/counter /shopping place, and the atmosphere of the shopping place/shop. RESEARCH METHODS The research method used in this research is literature study. The library study research method according to M. Nazir in his book entitled "Research Methods" states that what is meant by "Library Study is a data collection technique by conducting a review study of related books, literature, notes and reports. with 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 development of technology and the process of globalization, a culture called consumerism has emerged among society. In consumerist culture, consumption is not only interpreted as a cultural trajectory of objects, but has been interpreted as a social vehicle for fighting over values involving groups of people from various classes and statuses. The consumer culture that is developing in this global era has resulted in consumer products becoming characterized by a style, image, lifestyle and a way of distinguishing social status within groups of society. With the existence of new, more modern forms of markets such as malls, malls have become an option for people to fulfill their primary, secondary and tertiary needs. The existence of malls makes people adopt pragmatic lives. In order to get goods that have been labeled, there is no need for social interaction such as bargaining in the buying and selling process in the mall. This culture is very inversely proportional to the culture of buying and selling in traditional markets where there is still social interaction of bargaining between sellers and buyers at an outlet or kiosk in the market. In general, social interaction cannot be 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 for a mall, which is relatively longer than traditional markets, means that people can fulfill their shopping desires to their heart's content. The attractive position of the goods displayed on the 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 fragrant shopping areas are also comfort factors in a mall. This is of course inversely proportional to conditions in traditional markets which require consumers to enter crowded shopping areas, hot weather conditions and the typical smell found in traditional markets in general. Public consumption is made easier through a payment system in malls which can be done in various ways such as cash payments, and also using credit/debit cards so that even if they don't carry cash, visitors can still buy something in the mall. Community Consumptive Behavior The construction of malls which made them a new means of consumption was the result of the industrial revolution which was initially carried out by England in the mid-19th century which expanded to the countries of South America, Asia and Africa. Initially consumption activities were limited to meeting basic needs only. However, as time goes by, consumption activities expand and increase into other needs both in terms of physical and psychological consumption. The industrial revolution that occurred had an influence on Indonesia so that in the New Order era, development became a keyword used as a reference for starting businesses to improve the lives of its residents and citizens. The development context 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 that is used as a reference for the success of a community 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 where aspects of production and consumption can be clearly separated. Consumption is getting higher while production is no longer considered an important point. This increase in consumption can be seen in the increasing number of people working in the service and consumption sectors and also the increasing number of people who spend their free time with consumption activities. The means of consumption themselves are rational, which can be seen from points including efficiency. From a consumer perspective, malls 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, large quantities of goods and diversity of types of goods. The third point is predictability. Cafe chains offer uniformity in menus, food tastes, and even place decorations. The fourth point is control through non-human technology. A shopping center in the form of a mall can be seen as something that has technological control 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 initially became a place for interaction in meeting needs and fulfilling consumption. However, symptoms emerge in market society and economic growth, namely the formation of classes of social groups with opposing interests. Status consciousness was eventually 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 due to advances in productivity, so that producers whose role was to supply goods for the market produced much more goods with greatly improved quality. So that in the end the mall is used as a place to accommodate production goods which have increased in terms of quality, quantity and suitability to be marketed in a place that meets the specifications of the goods produced. Progress in production ultimately changed people's thinking about consumption. In the beginning, consumption was only interpreted as fulfilling basic needs for life, but with the progress 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 become a freedom in consumptive interactions. . Especially when in malls/other modern shopping centers, 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 go to a mall just to fulfill their prestige. Which creates a stigma in society that shopping at the mall is the behavior of rich people, if you go to the mall it means that person has a good economic life. The emergence of consumption attitudes provides clues to how people display individuality in selecting goods. In circumstances like this, the individual's position actively shows the tastes exemplified by a particular group. Lifestyle in this context is an example of consumption practices that are 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 change that can be seen is that the character of an individualist society will be formed which has the principle that relationships are built on status relationships. Then the shift from traditional markets to modern markets as a place to purchase primary needs will be an indicator of the success of mall development as a new means of consumption in society. The shift in the tendency to fulfill needs in malls can also be caused by the image of malls that offer efficiency and quality of goods that are not available in traditional markets. This is where the emergence of consumer behavior in society is becoming more widespread and increasing. However, behind the emergence of a consumerist and individualistic nature in society, this can actually drive domestic economic activity. Because with consumption there will of course be people's efforts to spend money which functions as a driving force for the economy. The existence of malls as a result of cultural globalization has encouraged a consumer culture among society which is considered part of a modern lifestyle and orientated towards the West. This triggers a shift in traditional values as identity. Starting from this, efforts to raise awareness of the dangers of consumer culture in society are inevitable. Because nowadays people, especially the younger generation, tend to follow trending culture. Lifestyle Changes The existence of malls does not only affect human consumption. However, it has an impact on people's patterns or lifestyles in placing the function of the mall itself in their lives. This community lifestyle can also be observed according to the age group or employment status of each individual in the community. In general, people who spend a lot of time in malls are young people. Apart from being a modern shopping center, malls are often used as a place for young people to find entertainment and have fun. An example is spending time at food sales outlets in malls such as Sushi Tei, Aw, McDonald's, and so on. Usually these people don't visit food outlets just to eat, but also to gather with friends, or it's not uncommon for people to 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 a place to do assignments for students. Studying or doing assignments should normally 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 quite a few end up neglecting their assignments because they enjoy spending too much time chatting in that place. However, things like this don't have completely bad effects, 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. Apart from being a shopping center, malls are also an option for spending holiday time and finding entertainment for the community. Before there were malls, people used natural tourism as an option to spend their vacation time, especially people who lived in urban areas, such as mountains, tea plantations, and so on. However, when more malls began to be built in urban areas, buildings that were previously built as shopping destinations also became holiday destinations for the community. On a general scale, every mall definitely provides rides for visitors, these rides are a favorite destination for parents who invite their children to play on holidays. Not only people in the area around the mall, but the tendency to spend holiday time at the mall is also experienced by residents who come from rural areas or the outskirts of the city. Apart from the availability of playgrounds in the mall, there are usually also cinemas for watching films which are also used as entertainment destinations for people of all ages and occupations. With so many destinations that can be visited in one building, people choose to spend hours in it. Because in general people who visit a mall don't just visit one place or outlet. CONCLUSION In general, development will cause many changes, such as social change. One of them is the construction of shopping centers or often called malls. This shopping center (mall) brings many changes to society, such as people who tend to be more consumptive, because the goods and quality of the mall are of higher quality and also the production of more advanced goods sometimes makes people buy goods not because they need them but only to fulfill their desires. The presence of malls has also changed the consumer culture of people who used to interact more with other people when shopping at traditional markets by bargaining, but in malls we will no longer find this, this is what causes a lack of interaction in malls. Apart from that, changes in lifestyle are also the impact of the construction of shopping centers (malls) where malls are not just places to shop, but are also used as places of entertainment and places to hang out. Most of the time, the function of malls has also become a place for students to study. Although, in the end, instead of studying, we spent more time chatting with friends. The presence of malls also brings changes to society, such as when someone shops at the mall, they tend to be seen as someone from the upper class and it is not uncommon to find that this causes social jealousy, so that many people commit criminal acts such as theft. SUGGESTION Based on the conclusions drawn in this article, regardless of the good or bad impacts on social and cultural changes in mall construction, as a society and citizen Indonesia must adhere to the norms and ideology of the nation in determining how to behave towards existing trends. This research is imperfect and there are still many errors. We hope that the articles we have compiled can provide references and be useful for further research.