KOMUNIKASI ARTIFAKTUAL FASHION THRIFT REMAJA DALAM MEMBENTUK IDENTITAS SOSIAL (STUDI FENOMENOLOGI PADA REMAJA PENGGUNA FASHION THRIFT DI YOGYAKARTA)

Rizkiana Nabila, NIM.: 19107030060 (2024) KOMUNIKASI ARTIFAKTUAL FASHION THRIFT REMAJA DALAM MEMBENTUK IDENTITAS SOSIAL (STUDI FENOMENOLOGI PADA REMAJA PENGGUNA FASHION THRIFT DI YOGYAKARTA). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The thrift phenomenon is one fashion trend that has captured the attention of teenagers. Some individuals follow the thrift trend with the intent and purpose of saving money, as thrift products, including branded and limited edition items no longer in production, are significantly cheaper. In addition, the use of the term "buying used goods" creates a negative image among the public. This research will delve into the intricate ways in which the artifactual communication of teenage thrift fashion shapes social identity. This research employs a qualitative methodology with a phenomenological approach. Data collected through observation, interviews, and documentation. This research focuses on teenage consumers of blessed thrift stores and rindu bathi. This research uses theories of artifactual communication and social identity. The research findings demonstrate that thrift fashion serves as a tool for individualistic expression, influencing mood, differentiating oneself, and revealing social roles. Its distinctive appearance facilitates self-categorization, identification, and comparison of one's social identity with the dynamics of the social environment. This study's findings shed light on how teenagers use thrift fashion as a means of communication and social identity construction in an era dominated by various mainstream fashion trends in their social sphere.

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