        297 _____________________________ 1 The writer, graduated from English Department FBS UNP in September 2013. 2 Mayor advisor, a lecturer at English Department FBS UNP. THE IMPACT OF CONSUMERISM IN “CONSUMER BY CELINE CHARCOAL, CONSUMER, MERELY ANOTHER GOD BY ROSS DIX PEEK, AND A SAD TALE OF CONSUMERISM BY MICHAEL SHEPHERD Yudha Oka Pratama 1 , An Fauzia Rozani Syafei 2 , Program Studi Bahasa Dan Sastra Inggris FBS Universitas Negeri Padang email: yudhaokapratama@yahoo.com Abstrak Tujuan penelitian ini adalah (1) menganalisa sejauh mana ketiga puisi ini merefleksikan dampak dari consumerisme, (2) menunjukkan kontribusi elemen puisi (speker, tone, metafora) dalam mengungkap dampak consumerisme dala puisi ini. Data penelitian ini adalah teks tertulis yang dikutip dari ketiga puisi tersebut. Kutipan teks tersebut kemudian diinterpretasi dan dianalisa berdasarkan teori budaya consumer yang dikemukakan oleh Wilkie dan teori prilaku dari budaya consumer yang dirumuskan oleh Scihffman dan Kanuk . Hasil analisa menunjukkan bahwa budaya consumerisme tersebut memberikan dampak terhadap kehidupan manusia. Dampak tersebut yaitu mengubah pola pikir manusia dan mengubah gaya hidup manusia. Key words: Konsumerisme, consumptive, budaya consumer. A. Introduction. Consumerism is the equating of personal happiness with the purchasing of material possessions and consumption. Specifically, it is the tendency of people to identify strongly with products or services they consume, especially those with commercial brand names and obvious status-enhancing appeal. It is beyond the necessities of life with things that are an important part of human needs. According to Rachel Dwyer (2007), consumerism is the belief that personal wellbeing and happiness depends to a very large extent on the level of personal consumption, particularly on the purchase of material goods. The consumerism itself, does not only gives an impact on the development of culture, but it is also brings an impact toward human mind and life style. Actually, the consumerism causes some impact on people's lives and their communities, for those who follow that life style. However, the impact is not obvious around us like other phenomena. The impact of consumerism, it more attacking human mind. As a result, human may not understand the changes that occur in their life. It happened, because of this life style does not lead to the