Grab It Fast! Entrepreneurial Self and Hyper-Consumerism in the Students’ Prosumption of Online Lending Services in Indonesia

Ratna Noviani, Heru Nugroho and Elok Santi Jesica

SAGE Open, 2025, vol. 15, issue 3, 21582440251358990

Abstract: This study examines how students engage in the prosumption (production-consumption) of online lending services in Indonesia and how these services contribute to students falling into the trap of hyper-consumerism. Using multi-sited ethnography, this study explores how Cicil’s online lending practices, an online lending platform targeting higher education students in Indonesia, have challenged the prevailing stereotypes of lending practices in Indonesia. Within the prosumerism and sharing economy framework, Cicil constantly persuades students to participate in digital works, presenting them as valuable opportunities to be future entrepreneurial selves. At the same time, Cicil constantly allures students to partake in hyper-consumerism and steers them toward a cycle of loan-driven consumption. Through its services, the online lending platform employs an integrative strategy and participatory management to obscure the practice of domination.

Keywords: Digital worker; entrepreneurial self; hyper-consumerism; online lending service; platform; student (search for similar items in EconPapers)
Date: 2025
References: Add references at CitEc
Citations:

Downloads: (external link)
https://journals.sagepub.com/doi/10.1177/21582440251358990 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251358990

DOI: 10.1177/21582440251358990

Access Statistics for this article

More articles in SAGE Open
Bibliographic data for series maintained by SAGE Publications ().