PENGARUH FASHION INFLUENCER TERHADAP GAYA BERBUSANA CASUAL GENERASI Z DI KALANGAN MAHASISWA PRODI PKK UNIVERSITAS NEGERI PADANG
Abstract
The rapid dissemination of fashion trends through digital platforms has significantly reshaped individual clothing preferences, particularly among members of Generation Z. Fashion influencers, as key actors in this digital landscape, not only exhibit diverse clothing styles but also convey implicit messages regarding identity, lifestyle, and trend adoption. Their role is especially prominent in shaping consumer behavior, often manifesting through passive emulation of styles popularized on social media.
This study examines the influence of fashion influencers on the casual dress styles of Generation Z students enrolled in the 2023 cohort of the Family Welfare Education (PKK) program, with a concentration in Fashion Design, at Universitas Negeri Padang (UNP). Unlike general consumers, these students are future professionals in the fashion industry, designers, pattern makers, and trendsetters, making their responses particularly relevant for understanding fashion influence within a more critically informed demographic.
A quantitative research design was employed using a total population survey involving 73 students actively engaged with social media platforms. Data analysis included preliminary tests of normality and linearity, followed by hypothesis testing through simple linear regression.
The results reveal a statistically significant influence of fashion influencers on students’ casual fashion choices, accounting for 57.2% of the observed variance. The remaining 42.8% is attributed to extraneous factors not covered in this study. These findings underscore the substantial role of digital fashion figures in shaping sartorial expression among emerging fashion professionals. The study concludes with the acceptance of the alternative hypothesis (Ha).
Penelitian ini dilatar belakangi oleh perkembangan tren mode saat ini, di mana pemilihan gaya berbusana seseorang banyak dipengaruhi oleh model dan tren yang berkembang. Berbagai model busana kini dapat diakses secara luas oleh masyarakat melalui media sosial. Fashion influencer hadir dengan memperagakan berbagai model busana dan menyampaikan informasi mengenai tren serta aspek kepribadian. Fashion influencer diyakini memiliki pengaruh terhadap perilaku berbusana individu, khususnya sebagai konsumen pasif dalam mengikuti tren. Dalam konteks ini, mahasiswa prodi PKK konsentrasi tata busana UNP bukan hanya berperan sebagai konsumen, tetapi juga sebagai calon desainer, perancang pola, atau pelaku industri fashion dimasa depan. Oleh karena itu, penelitian ini bertujuan untuk mendeskripsikan serta mengetahui seberapa besar pengaruh fashion influencer terhadap gaya berbusana casual mahasiswa prodi PKK UNP konsentrasi tata busana angkatan 2023 sebagai generasi Z.
Penelitian ini menggunakan pendekatan kuantitatif dengan metode survey. Adapun populasi penelitian ini yaitu mahasiswa prodi PKK konsentrasi tata busana UNP tahun masuk 2023 yang aktif bermedia sosial. Teknik pengambilan sampel yang digunakan adalah total sampling karena jumlah populasi kurang dari 100 orang, yaitu sebanyak 73 mahasiswa. Teknik analisis data dimulai dengan uji prasyarat yaitu uji normalitas dan linearitas dan pengujian hipotesis menggunakan uji regresi linear sederhana.
Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara fashion influencer terhadap gaya berbusana casual generasi Z di kalangan mahasiswa prodi PKK UNP. Nilai pengaruh yang diberikan oleh fashion influencer sebesar 57,2%, sementara 42,8% dipengaruhi oleh variabel lain di luar penelitian ini. Dengan demikian, hipotesis alternatif (Ha) diterima.
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DOI: https://doi.org/10.17509/e.v24i3.88063
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