PERSEPSI GENERASI Z TERHADAP SUSTAINABILITY FASHION THRIFT

FATIMAH AZZAHRA, . (2026) PERSEPSI GENERASI Z TERHADAP SUSTAINABILITY FASHION THRIFT. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui persepsi generasi Z terhadap sustainability fashion thrift. Penelitian ini menggunakan metode penelitian survei dengan pendekatan kuantitatif deskriptif. Populasi dalam penelitian ini adalah generasi Z (kelahiran tahun 1997 – 2012) berdomisili di wilayah Jakarta yang merupakan pengguna aktif media sosial dan pernah melakukan pembelian produk fashion thrift. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik non-probability sampling dengan metode insidental sampling. Teknik pengumpulan data menggunakan kuesioner campuran dengan skala Likert 4 poin. Kuesioner pada penelitian ini berjumlah 36 pernyataan yang meliputi 18 pernyataan indikator persepsi positif (kontribusi sustainability fashion thrift) untuk mengukur sejauh apa persepsi positif yang dimiliki responden, dan 18 pernyataan indikator persepsi negatif (permasalahan sustainability fashion thrift) untuk mengukur sejauh apa persepsi negatif yang dimiliki responden, berdasarkan aspek sustainability meliputi aspek lingkungan, sosial dan ekonomi. Berdasarkan hasil analisis deskriptif terhadap 129 responden, melalui indikator kontribusi sustainability fashion thrift diperoleh hasil mayoritas responden generasi Z yaitu sebanyak 68,2% menunjukkan persepsi positif yang tinggi, dan melalui indikator permasalahan sustainability fashion thrift juga diperoleh hasil mayoritas responden generasi Z yaitu sebannyak 59,7% menunjukkan persepsi negatif yang tinggi terhadap sustainability fashion thrift, dengan aspek ekonomi sebagai aspek yang paling dipandang secara positif dan aspek sosial yang dipandang sebagai aspek yang dipandang secara negatif. Dengan demikian, Generasi Z memandang fashion thrift sebagai praktik yang tidak hanya memiliki kontribusi sustainability, namun juga menyadari dan meyakini berbagai permasalahan sustainability yang menyertainya. ***** This study aims to examine Generation Z's perceptions of the sustainability of thrift fashion. This research employed a survey method with a descriptive quantitative approach. The population of this study consisted of Generation Z (born between 1997 and 2012) residing in Jakarta who are active social media users and have previously purchased thrift fashion products. The sampling technique used was non-probability sampling with an incidental sampling method. Data were collected using a mixed questionnaire with a 4-point Likert scale. The research instrument consisted of 36 questionnaire items, including 18 items measuring positive perception indicators (the sustainability contributions of thrift fashion) to assess the extent of respondents' positive perceptions, and 18 items measuring negative perception indicators (the sustainability issues of thrift fashion) to assess the extent of respondents' negative perceptions, based on the environmental, social, and economic dimensions of sustainability. Descriptive analysis of data collected from 129 respondents showed that, through the sustainability contribution indicators, the majority of Generation Z respondents (68.2%) demonstrated a high level of positive perception. Meanwhile, through the sustainability issue indicators, the majority of respondents (59.7%) also demonstrated a high level of negative perception toward thrift fashion. Among the three sustainability dimensions, the economic dimension was perceived most positively, whereas the social dimension was perceived most negatively. These findings indicate that Generation Z perceives thrift fashion not only as a practice that contributes to sustainability but also as one that is accompanied by various sustainability-related issues.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Esty Nurbaity Arrsyi, S.Pd., M.KM; 2). Dra. Suryawati, M.Si.
Subjects:	Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Fatimah Azzahra .
Date Deposited:	13 Aug 2026 09:00
Last Modified:	13 Aug 2026 09:00
URI:	http://repository.unj.ac.id/id/eprint/70669

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