Fenomena Fast Fashion di Kalangan Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara

Abstract

This research aims to determine the fast fashion phenomenon among students at the Faculty of Economics and Business, University of North Sumatra. This research was conducted using descriptive research methods with a qualitative approach and using Jean Baudrillard's theory of consumerism and the data collection techniques used in this research were in-depth interviews and documentation. The informants in this research were 12 people, consisting of 10 students from the Faculty of Economics and Business who used fast fashion, and 2 students from the Faculty of Economics and Business who did not use fast fashion. The results of the research show that FEB students have different points of view about the concept of fast fashion, from the male students' point of view, fast fashion is an easy and affordable way to get clothes according to the latest trends without having to spend a lot of money, however, men - men tend to choose the comfort aspect rather than appearing more fashionable or trendy, while from women's point of view, fast fashion really helps them express themselves to appear more trendy without spending a lot of money, and fast fashion is seen as a trend or symbol of progress of modernity, The economic affordability and easy accessibility of fast fashion itself gives meaning to the individual identity of FEB students which allows them to express themselves and on the one hand makes them more impulsively consumptive. Factors that influence student consumption include social pressure from peers, the influence of social media, and perceptions about affordable prices as well as the importance of understanding sustainable fast fashion consumption.