Fenomena Thrifting Fashion di Kalangan Mahasiswa dalam Pemenuhan Gaya Hidup (Studi Etnografi Mahasiswa FISIP USU)

Abstract

The Fashion Thrift phenomenon has recently become trending among young people, especially FISIP USU students. Thrifting is the activity of finding and buying used goods like the same with clothes that are sought based on the right model based on your desires at affordable prices. The objectives of this research include: 1) To find out what are the Driving Factors of the Thrifting Fashion Phenomenon among USU Students as a Lifestyle Fulfillment., 2) To find out how FISIP USU students perceive Thrifting Fashion. This type of research is qualitative research whose data collection techniques are in the form of observation techniques, in-depth interviews (in depht) and documentation. The informants in this study are 10 FISIP USU students who are fond of following the trend of thrifting fashion. The results of the study show that, The factors that drive include: a) affordable prices, b) well-known brands with quality that are still suitable for use, c) Social Media Trends, d) Fashionable Appearance. From the findings of the factors driving the occurrence of the thrifthing phenomenon, it can be concluded that the findings obtained are in accordance with the theory of imitation of physics according to Miller and Dolland because according to this theory, a person who imitates the resulting behavior is by imitating or watching other individuals do it, both in the form of appearance, attitude, behavior and lifestyle of the imitated party. Like those who buy thrifting fashion based on people who have previously bought the fashion. The perspective of FISIP USU students in buying used clothes is as a trend in fashion today. Especially through thrifting Fashion they will get many benefits, including branded clothes but at low prices and to express themselves, create unique styles, and face financial limitations. So that the findings of the above research are very much in accordance with the basis of the theory of symbolic interaction according to George Herbert Mead in because FISIP USU students follow the trend of thrifting fashion because the action has a perception like the theory of symbolic interaction which states that the mind is defined as a mechanism of self-expression by showing a meaning for oneself and others. Furthermore, the mind also refers to the extent to which a person is able to perceive himself, the objects around him or her. This research can also be continued with different issues, namely whether thrifthing fashion will not kill the new industry which is currently experiencing a decline in buyer interest and how the legality of thrifthing fashion based on government regulations.