Resepsi Gen Z Pada Konten OOTD Akun Tiktok @dot.koma (Studi pada Universitas Muhammadiyah Malang)

This study examines the phenomenon of consumptive behavior among Generation Z through a reception analysis of "Outfit of the Day" (OOTD) content on the @dot.koma TikTok account. The objective of this research is to determine the reception of Generation Z students at the University of Muhammadiyah Malang toward the messages conveyed in the OOTD content and how it correlates with their consumptive lifestyles. This research employs a qualitative approach, utilizing Stuart Hall’s Reception Theory (Encoding-Decoding) and Jean Baudrillard’s Consumer Society theory. Data were collected through in-depth interviews with ten male student informants from the University of Muhammadiyah Malang, aged 21–24. Data validity was ensured through source triangulation to maintain research credibility.
The results reveal three patterns of audience reception toward @dot.koma’s OOTD content. First, Dominant-Hegemonic Reading, where the audience consumes the content and follows trends entirely as a symbol of status. Second, Negotiated Reading, where the audience follows trends while adjusting them to financial constraints and personal values. Third, Oppositional Reading, where the audience rejects the offered social standards and prefers to express personal style outside of viral trends. This study concludes that OOTD content on TikTok functions not only as a style reference but also as a sign system that constructs social identity, where consumptive behavior occurs as an attempt by the audience to fill "existential emptiness" through the consumption of contemporary symbols.