| dc.description.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. | en_US |
