FASHION SEBAGAI KOMUNIKASI NONVERBAL DALAM MEMBENTUK IDENTITAS SOSIAL (STUDI FENOMENOLOGI GENERASI Z PADA KONSUMEN COFFEESHOP DI YOGYAKARTA)

Nabila Octavia, NIM.: 19107030048 (2023) FASHION SEBAGAI KOMUNIKASI NONVERBAL DALAM MEMBENTUK IDENTITAS SOSIAL (STUDI FENOMENOLOGI GENERASI Z PADA KONSUMEN COFFEESHOP DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

Generation Z, having grown up in the era of globalization and technology, perceives fashion in a unique manner as a profound expression of personal identity. They view fashion as a potent nonverbal communication tool within the context of social environments, with Coffeeshops being one of the significant settings. The aim of this research is to analyze the utilization of fashion as a form of nonverbal communication in shaping an individual's social identity within Yogyakarta's coffeeshop. This study focuses on Arah Coffee Pandawa due to its desired target population. Data collected through interviews, observations, and documentation of Arah Pandawa's visitors has been processed. The research employs a qualitative methodology with a phenomenological approach. The study's findings highlight the role of fashion as nonverbal communication that reflects individualistic expression, capable of influencing moods, concealing social roles within the social sphere, and distinguishing oneself by showcasing unique attributes. The research then delves into the role of fashion as nonverbal communication in shaping the social identity of Generation Z in Coffeeshops, where through their fashion choices, they actively portray their social identities within that environment. Fellow visitors and the dynamics of the Coffeeshop environment emerge as pivotal factors in shaping this social identity. These findings offer deeper insights into how Generation Z employs fashion to communicate and construct their identities in an era dominated by various fashion trends within their social realm.

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