DOI BALANCA: Study of Consumerism Behavior in Bugis Marriages

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Suriyani1, Mahmud Tang, Rabina Yunus, Sakaria


The social phenomena of Doi Balanca's shopping behavior in weddings in the Bugis Barru community in South
Sulawesi is investigated in this research. This is a qualitative study that uses an explanatory case study method and is intended as
field research. Interviews, observations, and documentation methods were used to gather data. Structural functional theory and
consumerism theory were used to examine the data. First, the criteria for selecting a noble family's Doi Balanca are extremely
rigorous, requiring that it be equal, wealthy, educated, and attractive. When establishing the Doi Balanca, this indication becomes
crucial. Some aristocratic families, on the other hand, are less rigorous when it comes to establishing Doi Balanca based on love.
While the Tau Sama family's wealth, education, and beauty serve as the foundation for deciding Doi Balanca. Second, Doi
Balanca's original goal was to fund the wedding party of the lady he married, not for the purpose of family union clothing tha t
demonstrated cohesion, and not for the lavish Baruga (a place for rented wedding parties to the Bugis community). This
research's contribution to social phenomena (Doi Balanca) is full of movement. Sociological studies are not self-contained, and in
the case of Doi Balanca, functional structural theory and consumerism may be integrated to form a comprehensive field.

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