ARTIKULASI DAN EKSPRESI KONSUMSI THRIFTING PADA MAHASISWA FISHUM UIN SUNAN KALIJAGA YOGYAKARTA

Ahmad Sunny Mubarok, NIM.: 19107020031 (2023) ARTIKULASI DAN EKSPRESI KONSUMSI THRIFTING PADA MAHASISWA FISHUM UIN SUNAN KALIJAGA YOGYAKARTA. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The trend of consuming secondhand clothing, known as "thrift," is popular among young people in general and specifically among college students. When college students engage in thrift consumption, there is a phenomenon called consumption articulation. Consumption articulation is the process of meaning that emerges within consumption activities. Therefore, thrift consumption among students in the Faculty of Social Sciences and Humanities (FISHUM) entails different forms of consumption articulation compared to other students. This research aims to delve into these articulations and identify expressions of thrift consumption among FISHUM students. Thus, the purpose of this study is to gain a deeper understanding of student consumption articulation and to identify the forms of expression in thrift consumption among students. The research method employed in this study is descriptive qualitative research with a field study approach. Data collection involves observation, interviews, and documentation within the Faculty of Social Sciences and Humanities at UIN Sunan Kalijaga Yogyakarta. The data analysis technique used encompasses qualitative data reduction, data triangulation, data presentation, and drawing conclusions. The theoretical framework utilized for data analysis is the Lifestyle theory by David Chaney. The results of this study are as follows: Firstly, the phenomenon of thrift consumption articulation among FISHUM students is a process through which meaning or identity is concurrently constructed alongside thrift consumption. This identity is manifested in groups like supporters, consumers of branded goods, those who emphasize fashion, and trend followers. Secondly, this articulation process is supported by expressions related to thrift consumption, such as posting on social media, considering thrifted clothing as informal wear, and as a form of self-expression among students. Thirdly, within the Lifestyle theory, the practice of thrift consumption constitutes a fashion lifestyle for students. This fashion lifestyle reflects a cultural image beyond oneself or affiliating with certain groups.

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