Budaya Konsumerisme terhadap Tren Thrift Shop di Kalangan Milenial (Studi Kasus di Pajak Melati Kecamatan Medan Tuntungan)

Abstract

This thesis is entitled Consumerism Culture on Thrift Shop Trends Among Millennials (Case Study of Pajak Melati, Medan Tuntungan District)." The background for conducting this research is the development of people's views on how to dress, which was originally to protect the body, has now become something that is considered important for increasing self-confidence. So there are many fashion trends that have developed in society over a certain period of time. However, not all people can afford the costs of keeping up with fashion trends. So another alternative has emerged, namely the thrift shop trend or places selling used clothes. Currently, people do not feel embarrassed about using used clothes, especially among millennials. The research method used in this research is a descriptive qualitative research method, so this research will use data collection techniques through primary data and secondary data. Primary data collection techniques include participant observation, in-depth interviews, and data collection techniques as well as secondary data through the results of literature studies. The results of this research show that thrift shops have actually, been around for a long time, but it is not certain how many years these thrift shops actually existed in Indonesia. Before the rapid development of social media, this thrift shop was better known as Monza (Mongonsidi Plaza) in the city of Medan. Around the 1990s, sales of second-hand clothes were found on Jalan Mongonsidi, which has now spread to various locations in Medan City, one of which is at Pajak Melati. The thrift shop phenomenon can currently become a trend among millennials because of social media which spreads social phenomena and various information about thrift shops. This is where millennials are interested in following the trends that are currently happening. Apart from that, the quality of the goods is still decent and the prices are relatively cheap which can cause this thrift shop to become a trend for millennials. Apart from that, the factor of appearing attractive in public by wearing branded clothes means that millennials prefer to buy used clothes at affordable prices as an alternative to meet their needs. As we know, branded clothes sold in malls are quite expensive and not everyone can afford them. So that they no longer feel embarrassed about using used clothes and also want to follow current trends.