DAMPAK FAST FASHION PADA MAHASISWA (Studi Pada Mahasiswa FISIP Universitas Muhammadiyah Malang)

Thesis entitled “The Impact of Fast Fashion on Students (Study on Social and Political Sciences Students, Muhammadiyah University of Malang). In this thesis research, the emphasis is on the development of fashion or primary human needs which are very rapid and produced in large quantities. This condition affects consumer behavior in society, especially students and also environmental damage. For students of the Faculty of Social and Political Sciences, University of Muhammadiyah Malang, it is proven by their frequent participation in events, one of which is Jak Cloth and often do not wear the same clothes in one week when going to campus. This study uses a qualitative approach with a phenomenological research type which is a study to obtain a general and in-depth picture of the object. The results of this study indicate that students are more easily influenced by fast fashion because they still want to try fashion trends that are currently popular (viral), fast fashion also has an impact on people’s behavior and the sustainability of clean water globally. This is in line with George Ritzer’s perspective, namely (1) Hedonism by buying goods that do not match needs because of the influence of trends (2) Efficiency where fast fashion products often carry out fast production without thinking about negative impacts (3) Cultural Hybridization which emphasizes the mixing of cultures from abroad and bought into the country. Data analysis using George Ritzer’s McDonaldization perspective shows that fast fashion is a symbol of McDonaldization which influences people’s behavior in a social context.