%A NIM. 11730077 NUR WAHAB
%O Mokhamad Mahfud, S.Sos, M.Si.,
%T CITRA DIRI MAHASISWI DALAM BERBUSANA SEBAGAI
BRAND IMAGE KAMPUS ISLAM
(STUDI DESKRIPTIF KUALITATIF PADA MAHASISWI FAKULTAS
ILMU SOSIAL DAN HUMANIORA DALAM BERBUSANA)
%X Any university regulates dress for its students to be obeyed without
exception, the Sunan Kalijaga State Islamic University Yogyakarta organizes
every student in clothing that is allowed to be worn during teaching and learning
activities in the campus environment. Each student has different reasons and
desires related to the selection of clothes they will wear on campus. This study
discusses the formation of a Self Image and Brand Image attached to the Students
of the Faculty of Social Sciences and Humanities in dress. The purpose of this
study was to find out how UIN Student Sunan Kalijaga dressed as a Brand Image
of Islamic campus.
This research is supported by several theories namely self-image: first is
self seen by oneself, second self is seen by others and last self is seen from one's
own self and added by four dimensions of forming a Brand Image Brand Image
namely: Brand Identity, Brand Personality, Brand Attitude and Behavior, Brand
benefits and Competencies and clothing as a medium of communication. This
type of research is a qualitative descriptive approach.
The results of this study the students of UIN Sunan Kalijaga Faculty of
Social Sciences and Humanities answered the formation of a self-image is the
comfort in wearing clothes that bring them to a self-concept of dress that does not
violate the norms and rules that apply on campus, while in the Brand Image
dimension students know dress codes in campuses and can maintain behavior
based on the clothes they wear.
%K Self Image, Brand Image.
%D 2018
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib33374