Fashion dan Perilaku Konsumsi Kaum Muda Perempuan Yogyakarta

KUSUMANINGTYAS, Diah Hardianti, Purwanto

2014 | Skripsi | Sosiologi

ABSTRACT The presence of fashion among young people brings the inevitable of consumer behavior. Fashion has its own position in social life so that the sign and value attached to the fashion products give its own judgment to the user. The need for happiness is necessary for any mankind living in this world. In society, judgment of others is an important thing which deserves to be noticed. The need for appreciation is one of reasons for young people to continue consuming fashion products. By consuming fashion products, the need for happiness will be achieved through the award from the society. Therefore, problem formulation of this research is on how fashion encourages young women consumer behavior in Yogyakarta. The young people are the subject of the research based on young people behavior which is modern oriented shown through fashionable looks. It is compatible with the growing fashion that moves following the era which becomes more modern. Young women are chosen because women fashion development is faster than man fashion. The method used in this research is mix method in which the researcher uses both quantitative and qualitative method. The selection of informant used snowball technique in which the informants were taken from small to bigger amount. The data received were analyzed by using two theories which were consumption theory from Baudrillard and DBO from Peter Hedstorm. Based on the research that has been conducted, the result is fashion brings young women in Yogyakarta a consumer behavior in which the consumption occurred is not in accordance with the purpose. There are five aspects that encourage the young women in Yogyakarta to be consumptive, which are the need of appreciation, mass media, peer encouragement, change of domicile, and economic condition. Fashion present in every motion of young people, started from mass media not only electronic but also printing. Then present in each peer discussion and shopping center in each corner of Yogyakarta. Shopping center presents the beautiful fashion which always develops in each era. This encourages young women to buy fashion products offered. Economic condition distinguishes young women consumption in Yogyakarta. High economic condition make young women tends to buy branded products, while low economic condition tends to consume products based on the style and trend without prioritizing the brand. Based on the explanation, it is showed that fashion lead young women in Yogyakarta to have consumer behavior then end to have consumptive behavior. Keywords: Fashion, Young People, Consumer Behavior. 1 BAB I PENDAHULUAN A. LATAR BELAKANG Indonesia adalah negara dunia ketiga yang merupakan negara sedang berkembang. Pada perkembangannya, globalisasi hadir di tengah pergerakan Indonesia dalam mencapai kemajuan. Globalisasi terjadi di Indonesia sejak beberapa tahun silam. Proses globalisasi yang terjadi di Indonesia membawa kemodernan sebagai dampak dari adanya globalisasi yang masuk di setiap lapisan masyarakat di berbagai daerah. Dampak yang dapat terlihat secara jelas adalah masuknya teknologi-teknologi canggih di kehidupan sehari-hari, teknologi hadir di tengah kehidupan masyarakat dan membantu hampir setiap pekerjaan manusia baik dari pekerjaan rumah tangga sampai dengan kemudahan dalam berkomunikasi. Selain masuknya teknologi, globalisasi juga turut serta membawa masuknya kebudayaan barat ke dalam budaya Indonesia. Bercampurnya kebudayaan lokal dan kebudayaan barat memunculkan konsep masyarakat modern yang membedakan dengan masyarakat tradisional. Masyarakat modern adalah masyarakat yang sebagian besar warganya mempunyai orientasi nilai budaya yang terarah ke kehidupan dalam peradaban dunia masa kini.1 Kehidupan 1 Kandar, Adhyzal. 2010. Masyarakat tradisional dan masyarakat modern. Shvoong. Diakses dari http://id.shvoong.com/social-science/1997458-masyarakat-tradisional-dan-masyarakat-modern/. Pada tanggal 29 November 2013.

Kata Kunci : Gaya Hidup; Perilaku Konsumtif