Motivasi Penggunaan Fashion Thrift (Studi Fenomenologi Alfred Schutz pada Pelanggan Usia 20-30 Tahun Toko Thrift Dwishoppiikoe Penfui Kupang)

SORAYA, Maria Godelifan Ade (2025) Motivasi Penggunaan Fashion Thrift (Studi Fenomenologi Alfred Schutz pada Pelanggan Usia 20-30 Tahun Toko Thrift Dwishoppiikoe Penfui Kupang). Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

The phenomenon of fashion thrift, or the purchase of quality second-hand clothing, is becoming increasingly popular among the younger generation. Unlike old perceptions of used clothing, thrifting has now become a relevant lifestyle trend. A qualitative research method with Alfred Schutz's phenomenological approach was used to explore the experiences and reasons behind purchasing decisions. Data was collected through observation, interviews, and documentation with four informants who use fashion thrift. This study aims to identify and analyze the motivations that drive consumers aged 20 to 30 to choose thrift fashion. The results show that the main motivations for young consumers to buy thrift fashion can be classified into three major categories: economic, ecological, and self-expression. Economically, the much more affordable prices are the main attraction, allowing them to have a wider variety of clothing on a limited budget. From an ecological perspective, awareness of the fast fashion industry's impact on the environment encourages them to seek more sustainable alternatives. Lastly, the motivation for self-expression plays a significant role, as they find unique, rare, and vintage clothing that is not mass-produced, thus supporting personal style and originality. The conclusion of this study is that the decision to engage in thrifting is not only based on economic factors but is also supported by a growing social and environmental awareness. This trend indicates a shift in consumption values among the younger generation, who increasingly appreciate sustainability, individuality, and more conscious shopping practices.

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