Fenomena trend fashion pakaian bekas “monza” pada kalangan generasi z di Kota Pematang Siantar

Abstract

Clothing is a primary need that serves to protect the body from heat and cold. In addition, other functions of clothing can increase the confidence of the individual who wears it by following the development of fashion trends. The existence of social media and the presence of foreign brands make the development of fashion so rapid. Generation z born along with the development of technology makes it easier to keep up with these trends. But not all generation z can keep up with fashion because it costs more to keep up. Used clothes became a generation z alternative to meet their fashion. This research uses a qualitative method with a descriptive approach and uses the theory of r asionality from Max Weber. This study aims to find out how generation z rationality uses used clothes as a fashion trend in Pematang Siantar City and there are 10 informants in this study. Data collection techniques are carried out by interview, observation and documentation methods. This research focuses on generation z in Pematang Siantar. The results of this study can be found 3 types of rationality types, namely value rationality, instrumental rationality and traditional rationality. In the data findings, it is known that there are several reasons for generation z to use used clothing, the most important reason being that it is cheap and can save more for its primary needs, it is included in instrumental rationality. Some of generation z buy used clothes by looking at branded brands, because generation z thinks that when they wear them, they will give birth to their own pride and give aesthetic value to others. Generasi z also hasa reason when they buy used clothes it can reduce waste from the garment industry and can reduce unused clothes just wasted, it can maintain cleanliness and health in the generation z environment and automatically have a good impact on others, it is included in the rationality of values. One research that shows the traditional rationality is that generation z has known used clothes since childhood from their parents so they wear them for generations because their parents also use used clothes.