Makna, Dinamika, Relasi Sosial: Pengambilan Keputusan Dalam Pewarnaan Rambut. (Studi Etnografi Terhadap Mahasiswi di Jl. Pembangunan, Kel. Padang Bulan, Kec. Medan Baru)

Abstract

This study examines decision-making in hair colouring among female students residing on Pembangunan Street, Padang Bulan Village, Medan Baru District. The research focuses on how female students perceive hair, the reasons for hair colouring, the dynamics of changing hair colour, and how their social relationships influence decisions regarding hair colouring. This study employs a qualitative method with an ethnographic approach. Data collection techniques include participant observation and in-depth interviews using an interview guide. Key informants are female students who dye their hair. Female students included in the informant category are those who dye their hair and reside in the Pembangunan street area. In this study, the author did not consider the age, academic year, or university of the informants. Data analysis was conducted throughout the research process until the writing stage (ongoing analysis). Field data was recorded in detail in fieldnotes to establish themes, construct frameworks, and classify them according to the emic view. The results of this study indicate several trends in hair colouring styles that are preferred by female students. Some variations in hair colouring techniques include full colour, highlights, and peek-a-boo techniques. When colouring their hair, female students always choose variations different from previous ones. This indicates a dynamic aspect in hair colouring. Female students assign meaning to their hair as a symbol of their authority, femininity, and self-identity. This study also shows that there is a connection between knowledge, experience, opportunity, and timing. Timing can influence decision-making by considering factors such as positive or negative experiences during previous hair colouring, opinions from peers, or trends on social media.