Potret Budaya Konsumsi pada Generasi Z Studi Kasus pada Pengguna Fast Fashion Mahasiswa FISIP Universitas Sumatera Utara

Abstract

This study aims to find out the portrait of consumption culture related to the shift in value from use value to generation z sign value in fast fashion users among FISIP USU students. The research method used is qualitative with a case study approach. The data collection technique in this study is by conducting in-depth interviews, observations, and documentation. The unit of analysis in this study is Generation Z students who use fast fashion who are active FISIP USU students. The theory used is Mike Featherstone's theory of Consumer Culture to find out the shift in value from use value to sign value from three perspectives of consumer products, consumption fashion and emotional satisfaction in the use of fast fashion in generation Z at FISIP USU. The results of this study show that the consumption of fast fashion products has the characteristics of low price, trendy design and mass production, but causes uneven quality, excessive consumption and negative environmental impact. This is because the shift in value from functionality to appearance and trends, is influenced by social, media and self-expression factors. This consumption brings problems such as waste, environmental damage and dependence on trends.