The Effect of Trand Fashion on Consumptive Patterns of Female Students

(Case Study of KPI Study Program Students at UIN Gusdur)

Nur Lailatul Vatih

nur.lailatul.vatih@mhs.uingusdur.ac.id
Abstract
This research was studied because it saw the number of female students majoring in
Islamic Broadcasting Communication at UIN KH Abdurrahman Wahid Pekalongan who
behaved consumptively towards today's fashion trends. That's because the goods purchased
tend to be based on a sense of desire, not for needs. This study aims to reveal the effect that
female students have on consumptive patterns in following current fashion trends. This study
uses the behavior theory of BF Skinner. This type of research was studied using qualitative
methods with a case study approach. Informants in this study were determined by porpusive
sampling technique and female students of the Islamic Broadcasting Communication Study
Program who were still active in college were the subjects. Data collection techniques were
carried out by observation and interviews. Data analysis techniques were carried out
through three stages, namely data reduction, data presentation and conclusions. The results
of this study reveal that the presence of fashion trends among students influences their
consumption patterns. Female students who follow today's fashion trends tend to be impulse
buying, meaning that they buy goods based on their own desires, not because of their
secondary needs. However, the effects on the psychological aspects are more self-confidence,
forms of self-expression, personal branding, self-existence and happiness. This means that
the purchase of goods is based on self-desire not because of secondary needs. However, the
effects on the psychological aspects are more self-confidence, forms of self-expression,
personal branding, self-existence and happiness. This means that the purchase of goods is
based on self-desire not because of secondary needs. However, the effects on the
psychological aspects are more self-confidence, forms of self-expression, personal branding,
self-existence and happiness.
Keywords: Fashion Trend, consumptive, female students
INTRODUCTION

It is undeniable that the fashion trend that is being penetrated among female students
today has become a very popular lifestyle. Because the times are able to respond to global
markets in changing consumer lifestyles. Fashion trends can be interpreted as anything that is
in vogue to be worn in its time such as accessories, clothing, clothes, hijab, robes, pants,
clothing colors, bags, shoes and so on to make it appear contemporary and fashionable. 1It

1
Nurul Arsita, Vicky F Sanjaya, The Influence of Lifestyle and Fashion Trends on Online Purchasing Decisions
of Fashion Products on Instagram Social Media, Saburai Management Science Journal Vol.07, No.2, 2021.
adapts to the needs of consumers who vary greatly. However, this actually makes the
consumptive level of female students higher, because purchasing fashion trends is not based
on fulfilling their secondary needs but rather on fulfilling the desires of each female student.2

Apart from the statement above, it is important to realize that the presence of the
current fashion trend follows the development of an increasingly contemporary era and
attracts public attention. Fashion trends create the latest models that are varied and
innovative. So that it has implications for the industrial sector which must be ready to meet
the global market.3The rapid pace of information technology has also made female students
respond quickly to new trends in Indonesia. Students who always access the internet will get
updated information, even every group can know it. Meanwhile, various E-Commerce
Marketplace applications such as Shopee, Lazada, Toko Pedia, Buka Stalls, Tiktok and others
are able to provide all the needs of the community and provide an overview regarding the
fashion market.4

This study intends to determine the effect it has on female students majoring in
Islamic Broadcasting Communications that influence their consumptive patterns towards
today's fashion trends. This is due to the many appearances of female students who always
update new things and follow today's fashion trends both inside and outside campus. One
example is the sage-colored dress which is widely found because it is currently viral on social
media.5In addition, various accessories, shoes, hats and bags also support the appearance to
be more fashionable.

The author realizes that studies on the effects of fashion trends on female student
consumption patterns have been carried out by many previous researchers. However, in this
study a number of previous studies will be described which are closely related to the focus of
this research discussion, including research by Dola Asmita and Erianjoni Erianjoni (2019)
which states that the consumptive behavior of female students is heavily influenced by online
shopping on social media. Furthermore, Nurul Arsita and Vicky Sanjaya's research (2021)

2
Aish Dante, The process of forming young female consumptive behavior with a brand-oriented mindset (Brand
munded) in fashion products, Commercium Vol.04, No.2 2021., 194-202
3
Sri Anafarhanah, Trends in Muslimah Dress in the Perspective of Business and Da'wah, Alhadharah: Journal of
Da'wah Science, 2019, Vol. 18, no. 1, p. 85.
4
Mezan el-Khaeri Kesuma and Rodzan Iskandar, Shop Analysis and Origin of Men's Fashion Stores at Shopee
Using Data Scrapping and Exploratory Data Analysis, Electro Technology Scientific Magazine, Vol. 21, No.1,
January – June 2022, p. 129.
5
https://www.ayojakarta.com/viral/768551275/trending-topic-di-twitter-kenapa-warna-sage-begitu-viral-begini-
kata-fashion-stylist, accessed on June 9, 2023.
states that life style is influenced by purchasing decisions and fashion trends. Furthermore,
the research by Nadya Muslimatul Ummah and Siti Azizah Rahayu (2020) states that
shopping lifestyle is related to impulsive buying behavior. Then research from I Gusti Ayu
Imbayani and Ni Nyoman Ari Novarini (2018) states that fashion involvement, shopping
lifestyle and positive emotion are influenced by impulse buying behavior. Furthermore,
Sekarlinda Lestari's thesis research (2021) states that a hedonic lifestyle is influenced by a
high level of consumption towards fashion trends. Research fromHanafiah Ramadhani
Alfatikhah, Nur Ayyah, Rochiyati Murniningsih (2021) states that halal fashion is used to
gain self-identity as a Muslim woman even though her lifestyle changes. Journal of usiness
and Economics Conference in Utilization of Modern Technology.

In contrast to the various studies above, the focus of this study is to identify the
effects it has on fashion trends for female students majoring in Islamic Broadcasting
Communications. This is because fashion trends actually affect psychological aspects and the
existence of female students, even though they significantly affect their finances and
consumption patterns.6. It is this focus that can become a distinction and even novelty from
several previous studies. This research is urgent to study, because psychological aspects and
the existence of female students become social assets and contribute greatly to the formation
of their character.

RESEARCH METHODS

As for this study using qualitative methods. Qualitative method is an activity to seek a
deep understanding of a phenomenon and facts. The clearer the information about symptoms
and reality, the more characteristic or superiority of the qualitative method 7. This research
uses a case study approach to students majoring in Islamic Broadcasting Communication at
UIN KH Abdurraman Wahid Pekalongan. The location of this research took place at the
Faculty of Ushuludin Adab and Dakwah UIN KH Abdurraman Wahid Pekalongan. Data
sources in this study refer to primary data sources and secondary data. Primary data sources
were obtained from interviews conducted with female students majoring in Islamic
Broadcasting Communications. Meanwhile, secondary data was obtained from various
journals, theses and books that were relevant to the focus of the discussion. Data collection
techniques were carried out through direct observation and interviews with informants using
6
Riani Mudiawati, Siti Mar'atus et al, The use of outfits on the self-confidence of 7th semester education
students, Al-Qalb: Journal of Islamic Psychology, Vol.11, No.2, 2020, p., 85.
7
Yoki Yusanto, Various Qualitative Research Approaches, Journal of Scientific Communication Vol.1 Issue 1,
2019, p.3.
purposive sampling techniques, where informants had specific criteria. So automatically the
information from the source is part of the credibility of his own experience. In this study,
information was obtained from Fitriyah Afifah semester 7 and Qoidatus Syariah semester 7,
both of whom were students majoring in Islamic broadcasting communications. The two
informants have special concern about fashion trends, because they like to follow current
fashion trends and know new things related to fashion that will be popular.

So the focus of this study will identify the effects of fashion trends that affect the
psychological aspects and existence of female students, even though they can significantly
change their consumptive graph. Interestingly, in this study, the selected informants belonged
to the old semester, this was due to work factors or those who were doing internships were
required to look attractive.8So researchers tend to look at this issue to determine the effect it
has on fashion trends.

RESULTS AND DISCUSSION

RESULTS

Existence of Fashion Trends in the Student Environment

Living in the modern era with fast technological advances places every human being
in a position that is flexible and ready to keep up with the times. One of them is related to
fashion trends that are currently spreading in society, especially among female students.
Fashion does not only cover clothes but tastes, goods, entertainment, consumption and others.
However, in this study the term fashion refers to the clothes that are usually worn by female
students. Alex Thio in his sociology book states that “fashion instruments include anything
that is currently trending. In addition, this fashion is novelty, so the timeframe is also short
and not permanent.” However, the reality that is always changing in fashion is clothing.9

In general, female students majoring in Islamic Broadcasting Communication at UIN

KH Abdurahman Wahid Pekalongan (UIN Gusdur) assess that the existence of today's
fashion has a considerable influence on her life as a millennial student. Fashion is a person's
style of dress that is popular in this modern era and is widely accepted by a group at a certain
8
Aria Mulyapradana, Ary Dwi Anjarini et al, Implementation of Personal Appearance Management Through
Beauty Class Training for Prospective Office Administrative Personnel, PakMas: Journal of Community
Service, Vol. 2 No. 1, 2022, p.47.
9
Tri Yulia Trisnawati, Fashion as a Form of Self-Expression in Communication (Jurnal THE MESSANGER,
Vol. III, No. 1, July 2011 Edition) Quoted from Alex Thio, Sociology (An Introduction) (New York: Westview,
1987), 582.
time, so that the wearer looks fashionable and attractive.10This was expressed by Qoidatus
Syari'ah, a student majoring in Islamic Broadcasting Communications who is currently in her
7th semester, “Fashion is style so that our appearance is contemporary, elegant and not
monotonous because in today's modern era a person's appearance is considered to have
described his status and character which may be the environment. society can acknowledge
its existence” he said (21 years).11This was also supported by Fitriyah Afifah, a 7th semester
student majoring in Islamic Broadcasting Communications. 12. In addition, this fashion
phenomenon is inseparable from the decision to buy it, as expressed by Salma Nabila, a
student majoring in Islamic Broadcasting Communications semester 6, "For me the decision
to buy fashion items does not take long, if the goods are good, quality, current, they must be
checked out. if the price is cheap, Alhamdulillah, if it's a little expensive, it's a matter of late,
the important thing is that the desire to look fashionable is achieved." 13. The three informants
above show supportive feedback to follow fashion trends. This was motivated by the internal
and external factors of each informant. Meanwhile, the phenomenon of fashion trends for
female students is one of the tips for building personal branding. Because all kinds of fashion
trends are currently a public attraction that can inspire.14For example, the Solo Hijabers
Community who want to gain existence with all the activities that are carried out in order to
provide benefits to the community and the community environment.15That is what influences
(influence) for his followers, where it becomes a strong potential in changing and
encouraging the thinking of others in this era of informatics.16.

The digital economy in Indonesia is the first in Southeast Asia, that the estimated
economic value of Indonesia will reach 1.147 trillion in 2022. This means that this figure has
increased by 22 percent from the previous year and the market target is to reach 40 percent

10
Ni Kadek Yuni Diantari, Fast Fashion as a Generation Z Lifestyle in Denpasar (Fast Fashion as a Generation Z
Lifestyle in Denpasar), National Design Seminar – SANDI 2021, p. 1.
11
Interview with Qoidatus Syari'ah, June 4, 2023 at the Faculty of Ushuluddin Adab and Da'wah, UIN Gusdur.
12
Interview with Fitriyah Afifah, June 4, 2023 at the Faculty of Ushuluddin Adab and Da'wah, UIN Gusdur.
13
Interview with Salma Nabila, June 4, 2023 at the UIN Gusdur Faculty of Ushuluddin Adab and Da'wah.
14
tiara mita,Selebgram Strategy in Building Personal Branding Through Managing Instagram Accounts,PIKMA
Journal: Media and Cinema Publications, Vol. 4, No. 2, 2022, p. 135.
15
Alan Sigit Fibrianto, Syamsul Bakhri, Women's Social Movement Against Media Euphoria Through the
Hijabers Community in Surakarta City, Marwah: Journal of Women, Religion and Gender, Vol. 17, No. 1, 2018,
Pg. 01 – 19
16
Asima Oktavia Sitanggang,Androgyny: Popularity and Existence for Teenagers in the Digital Age, Journal of
Communication Spectrum Vol. 8, No. 1, 2020, p. 30-31.
market share in Southeast Asia17. Meanwhile, the e-Commerce marketplace, which is very
varied in this digital era, makes it very easy for female students to obtain the fashion products
they want. This was revealed by Rizka Meliani, the 6th semester Islamic Broadcasting
communication department, "If I want to buy a trending fashion product, the Shopee, Lazada,
Tik Tok and Instagram applications are more effective to use." The fact is that the
applications above have become important factors in changing the shopping culture of the
Indonesian people, from conventional shopping culture to modern transformation. 18So that it
creates a new sensation in shopping where sellers and buyers do not communicate directly
with each other and save more money, effort and time.

DISCUSSION

Effects of Trand Fashion on Consumptive Patterns of KPI Gusdur UIN Student

Students

Today the meaning of fashion can be interpreted in many ways. Sri Budi Lestari (2014),
explains that fashion is a means of communication, besides that it can give you confidence
and dare to be different according to your version. The fashion worn by female students
actually contains an implied message, there are elements that female students want to convey
through the fashion they wear. Therefore fashion is considered as a form of self-
expression.19Fashion itself can be interpreted as an important instrument in expressing self-
identity to its social environment. Today, fashion trends are considered a need that must be
met, especially for those who influence their followers on social media or simply want to gain
an existence in their social environment. This is what affects the perspective of other people
differently if a person's appearance style is more stylish or fashionable.

Some female students are very interested in the development of today's fashion. The
role of her idol appeals to every student's taste.20This is due to the influx of western culture by
17
https://money.kompas.com/read/2023/05/04/121055526/layanan-e-commerce-mendominate-pasar-onomi-
digital-indonesia?page=allaccessed on 5 June 2023.
18
Siti Nur Aisyah, Muchbichin et al, Analysis of the Role of E-Commerce on adolescent consumptive
behavior,Journal of Education and Management Studies, Vol. 6 No. 1, 2023, p. 26.

19
Dessy Monica Pane, I Nengah Punia, et al., Fashion as the Creation of Adolescent Identity in Denpasar City,
Scientific Journal of Sociology, 2018.

20
Vina Nahdiyah Wahyuningtyas, Navi DwiAgustiana, Student Reception of Masculinity Through
Idolkpop Fashion (Qualitative Descriptive Study of Masculinity in Fashion Featured in the Bts Music
Video "No More Dream" and "Boy with Luv"), Journal of Communication, Society and Security, Vol.
the flow of globalization, making it easier for female students to be quickly affected. It also
makes the fashion industries more aggressively produce and offer their new works so that
female students are free to choose clothes according to their tastes and characteristics. The
fashionable appearance of female students by using the latest items, makes female students
become better known and become the center of attention for their social environment. The
following will explain the effect received by students majoring in Islamic Broadcasting
Communication at UIN Gusdur on current fashion trends:

1. Personal identity
 Consumption of fashion is one of the references in forming self-identity. 21The
formation of identity is very helpful in directing himself in a social situation in his social
environment (Purwadi, 2004: 44). The identity of female students in their environment
can be seen when interacting with other people so that other people can see and give
reactions or feedback. So fashion can be said as an important implementation in
conveying symbols. It is a form of non-verbal communication that can be seen from
female student fashion and explains her self-image.Barmard (2019) reveals that fashion
can be said to be a tool for communicating. In this case the communication that occurs is
nonverbal communication. Where nonverbal communication is defined as the exchange
of messages without going through words but with body gestures, eye contact, how to
 dress and touch.22 Hence the statementQoidatus Syari'ah regarding female student
fashion gives an idea of her identity, karena with fashion can beexpress themselves, and
show their identity, so that these teenagers obtain their identity. In addition, with
creativity, female students can obtain their characteristics, which can be seen by mixing
and matching fashion products.Fashion is an important part in the formation of a female
student's identity.

2. Forms of Self Expression

Most students think that clothing can convey a certain message. This was also
stated by Barthes "The language of fashion", meaning that every fashion worn by
someone must contain a certain message that the wearer wants to convey. Fashion can
convey certain meanings that cannot be expressed verbally, therefore it can show the
emotions, personality, status, values, identity and signs of the person wearing it. 23In
addition, a person's appearance also describes who he is as well as which cultural values
are being followed.24For example, the Korean style, which is currently often found by
female students. This is because Korean culture enters through the flow of globalization
which is so fast that it blends into the daily life of female students such as food, make-up,
especially Korean style.25Some female students also use old school style or retro fashion.
They admit that this style will not become extinct with the times because basically, by
wearing a retro student style, it saves the earth from textile waste. The way they do to
preserve this style is by mixing and matching clothes, hijab models, accessories, shoes
and bags.26So that there is another purpose than to express himself. There are several
terms used as symbols or signs for female students regarding the fashion style used,
including:

Figure 1. Fashionable female students

a. Mama Fashion
This term is popular by many people, especially female students as mamba girls. The
term mamba itself refers to one type of snake, namely the mamba snake which has
black scales. This all-black fashion style and not too many accessories will give off a
bold, classy and elegant impression.
b. Cake Fashion
This term is also popular among female students, because the style chosen uses bright
colors such as pink, blue, purple or playful and uses cute accessories such as cakes.
Gashion style with bright colors conveys a happy expression and lifts the mood.
c. Earth fashion
This term is no less interesting among female students. Choice of soft colors such as
white, gray, cream, brown, green or earth tone colors. Fashion style with these colors
gives a calm impression.

Barmard (2019) reveals that fashion can be said to be a tool for communicating. In
this case the communication that occurs is nonverbal communication. Where
nonverbal communication is defined as the exchange of messages without going
through words but with body gestures, eye contact, how to dress and touch.
3. Increase Self Confidence
 Figure 2. Respondents

Confidence is the basic capital of a person in meeting all needs. Some

respondents admitted that physical appearance is a special need as well as a
contributor that can influence self-confidence. This has been conveyed by Fitriyah
Afifah semester 7 that an attractive and up-to-date appearance makes you more
confident. Therefore fashion is one thing that cannot be forgotten in everyday
life.27By being said to be fashionable, it can increase one's self-confidence because it
has succeeded in becoming a mecca in new trends. Apart from that, the reason why
respondents are interested in fashion trends in their lives is to polish their appearance
so that they look attractive, beautiful, good looking, trendy and fashionable. 28A
person's level of self-confidence will also be influenced by the style of clothing,
makeup, accessories, bags, color shoes, especially the brand used. The more famous
the fashion brand worn by female students, the more confident they will be.29

Each student certainly has their own individual needs and always tries to fulfill
them in different ways. Some female students fulfill their needs according to their
portion and there are also female students who fulfill them excessively. This causes
female students to be consumptive. The term consumptive generally refers to
consumer behavior as someone who consumes, uses, uses something that exceeds his
standard of ability and precedes his desires without regard to his priority scale. The
consumptive behavior of female students automatically describes their lifestyle. Some
of them consider material position as a tool that can fulfill self-satisfaction, so this is
 what causes consumptive symptoms.30Therefore, the consumptive behavior of female
students regarding fashion, especially clothing, is carried out only to follow the
fashion of the times.

CONCLUSION

Based on the main discussion in this study, it can be concluded that the fashion trends
followed by female students majoring in Islamic broadcasting communications at UIN KH
Abdurrahman Wahid Pekalongan have a certain effect on their self-satisfaction even though it
can affect their level of consumption. Such a big conclusion can be explained through the
various effects received, including: first, as self-identity, it means that the fashion used by
female students describes the soul of the wearer related to their social culture. Second, as a
form of self-expression, it means that the fashion worn contains the message the wearer
wants to convey. Third, increasing self-confidence means that the level of self-confidence of
female students is influenced by the fashion they wear.

The theoretical implications of the findings of this study indicate that there is an effect
or satisfaction felt by female students majoring in Islamic Broadcasting Communications at
UIN KH Abdurrahman Wahid Pekalongan towards today's fashion trends. The limitations of
this research can be a gap for further research, namely this research has not examined
external and internal factors related to fashion trends followed by female students majoring in
Islamic Broadcasting Communication at UIN KH Abdurrahman Wahid Pekalongan.

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