PERILAKU KONSUMSI TREND PAKAIAN DI KALANGAN MAHASISWI (Studi Pada Mahasiswi Sosiologi Fisip UNRI)

Abstract

This Study was aimed to investigate the characteristic of female students who prefer to
consume fashion clothing trend that influenced by electronic advertising media and how much it
costs in a year. The population of this study were students of academic year 2012/2013. While
the sample of this research is the sociology students. Research sampling is done using simple
random sampling technique in determining the number of respondents. Data collection
techniques directly gained through deployment questionnaire as much as 40 questionnaires and
non-participant observation, which is not reach to the level of meanings. Meanings are the values
behind the behavior that looks to be spoken and written. The data obtained were then analyzed
descriptively. Then the obtained data were analyzed descriptively.
The results of this study indicated that the behavior patterns of fashion clothing trend
consumption are influenced by television ads with the percentage of 32.5%, while the cost of
spending on clothing trend with the percentage of 50.0%, respondents by ages of 20 to 21 with
55.0%, residential boarding students with the percentage of 77.5%.
Keywords: Consumption Behavior, Trend Clothing, Expenditures, Electronic Media
Advertising.