KOMUNIKASI ARTIFAKTUAL MASYARAKAT URBAN PENGGUNA PAKAIAN IMPOR BEKAS SEBAGAI MEDIA PEMBENTUKAN IDENTITAS DIRI (STUDI DESKRIPTIF KUALITATIF PADA SHOPKEEPER SECONDSHOP-CO KOTA MALANG)

This study aims to understand how artifactual communication through imported secondhand
clothing is used by urban communities—specifically shopkeepers at Second Shop-Co in Malang
City—to construct self-identity. Streetwear, as a fashion style rooted in urban culture, carries
strong expressive and symbolic characteristics. In this context, the use of imported secondhand
clothing is not merely a fashion choice, but a form of nonverbal communication that represents
identity, lifestyle, and self-image.
This research employs a descriptive qualitative approach using a case study method, with data
collected through in-depth interviews, observation, and documentation. The findings show that
shopkeepers at Second Shop-Co utilize fashion elements such as brand, color, and clothing style
to create a unique, appealing, and relevant impression in the eyes of customers and their social
communities.
The artifactual communication expressed reflects their personality, aesthetic values, and
aspirations, while also reinforcing their position as individuals with refined taste and an
understanding of fashion trends. This study contributes to a broader understanding of clothing as
a medium of communication and a strategy for self-identity within an urban environment.