Pesona Outfit Sebagai Identitas Anak Muda Saat Mengunjungi Kafe
DOI:
https://doi.org/10.59581/harmoni-widyakarya.v1i3.1847Keywords:
media, self-branding, consumerism, sign valueAbstract
Cafe is identically known as a comfortable place to enjoy favorite beverages and food. But from time to time, it was more than that. Cafe evolved into a base camp for young people. It is redefined as a place that 'must go' by young people who are trendy and up to date. Not only that, OOTD are also considered. There will always be a qualification of what to wear in the cafe to look good, neat, and trendy. That shows the process of self branding. This research focused on how young people try to branding themselves both in cafe and media and how those influence their consumer actions. Analyze it using the Consumerism Theory by Jean Baudrillard, with a qualitative approach. The result shows that social media plays a significant role in young people's consumption behavior for self-branding needs. It told them how to live in this era and what their needs were. And those additional needs ultimately increase their spending.
References
Amrihani, H. A., & Ritonga, R. 2021. Nikmat Kopi dan Budaya Konsumerisme dalam Status Sosial Masyarakat Kota. Warta Ikatan Sarjana Komunikasi Indonesia, 4(2), 89-98.https://www.warta-iski.or.id/index.php/WartaISKI/article/view/133
HIDAYAH, N. (2014). Gaya Hidup Konsumtif Mahasiswi Pengguna Perawatan Wajah Di Klinik Kecantikan Kota Surabaya (Kajian Simulakra, Simulasi dan Hiperealitas J.P Baudrillard). Paradigma, 2(3). https://ejournal.unesa.ac.id/index.php/paradigma/article/view/9078
Prasetyo, Hery. 2012. Form-Action dalam Simulacra Identitas. Jurnal Entitas Sosiologi, 33-34.
Rosa, Dien V. 2016. Kopi Tiga Dimensi: Praktik Tubuh, Ritual/Festival, Dan Inovasi Kopi Using. Repository Unej. 190-191
Widiyaningsih, D. S. 2022. Meaning Of Cafe For Millennial Y Makna Kafe Bagi Remaja Milenial Sebagai Bentuk Citra Diri Di Media Sosial. Publiciana, 15(01), 12-18. https://journal.unita.ac.id/index.php/publiciana/article/view/374
Widiyanti, E., & Herwandito, S. (2018). Identitas diri dan hiperealitas dalam media sosial. Cakrawala Jurnal Penelitian Sosial, 7(2), 231-250. https://ejournal.uksw.edu/cakrawala/article/view/3567
Zubairu, N. (2023). The Risk-Need-Responsivity Model on Inmate Rehabilitation. Journal Of Contemporary Sociological Issues, 3(2), 177-202. doi:10.19184/csi.v3i2.36154 https://jurnal.unej.ac.id/index.php/JCSI/article/view/36154
Buku Teks
Creswell, J. W. 2015. Penelitian Kualitatif & Desain Riset.
Yogyakarta : Pustaka Pelajar.
Prasisko, Yongki G. 2014. Pesona Dunia Simulakra.
Yogyakarta: Lembaga Ladang Kita.
Hidayat, Medhy A. 2021. Jean Baudrillard & Realitas Budaya Modern. Yogyakarta: Cantrik Pustaka.
Kotler, P., & Lee, N. R. (2009). Up and Out of Poverty: The Social Marketing Solution. New Jersey: Pearson Education, Inc.
Baudrillard, Jean. 2011. Masyarakat Konsumsi. Bantul: Kreasi Wacana
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Rolika Firinanda, Shelaisha Ayu Citra Lestari, Ajeng Nurul Izzah, Maria Laras Pramesti
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
