PENGARUH PENGGUNAAN FASHION BRANDED TERHADAP PERSEPSI KELAS SOSIAL PADA KALANGAN MAHASISWA (Studi Pada Mahasiswa Jurusan Sosiologi Fisip Universitas Lampung)

FETIA IRTAMA REZA, 1116011035 (2015) PENGARUH PENGGUNAAN FASHION BRANDED TERHADAP PERSEPSI KELAS SOSIAL PADA KALANGAN MAHASISWA (Studi Pada Mahasiswa Jurusan Sosiologi Fisip Universitas Lampung). Fakultas Ilmu Sosial dan Ilmu Politik, UNIVERSITAS LAMPUNG.

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Abstrak

ABSTRAK Penelitian ini bertujuan untuk mengetahui faktor, dampak, dan seberapa besar pengaruh penggunaan fashion branded terhadap persepsi kelas sosial pada kalangan mahasiswa jurusan Sosiologi Fakultas Ilmu Sosial dan Ilmu Politik Universitas Lampung. Pendekatan yang digunakan pada penelitian ini adalah pendekatan kuantitatif dengan menggunakan kuesioner sebagai alat pengumpul data. Responden pada penelitian ini berjumlah 76 orang, penentuan sampel dalam penelitian ini menggunakan teknik random sampling. Analisis data yang digunakan dalam penelitian ini menggunakan teknik korelasi dan regresi. Hasil penelitian menunjukkan: (1) Faktor gaya hidup dan budaya memicu tingginya tingkat penggunaan barang fashion branded serta menimbulkan dampak mahasiswa lebih konsumtif, boros, menjadi gengsi sombong, serta berujung pada pola hedonisme, dan menciptakan perbedaan kelas sosial antar satu dengan yang lain (2) Ada pengaruh yang signifikan antara variabel penggunaan fashion branded terhadap persepsi kelas sosial, besarnya pengaruh antar variabel penggunaan fashion branded dengan kelas sosial sebesar 46,5 % (3) Berdasarkan hasil analisis korelasi, ada hubungan yang signifikan antara penggunaan fashion branded terhadap persepsi kelas sosial pada kalangan mahasiswa dan hasil korelasi ini memiliki hubungan yang positif yaitu sebesar 0,682 Artinya bahwa semakin tinggi tingkat penggunaan fashion branded maka semakin kuat persepsi seseorang terhadap kelas sosial orang tersebut. Kata Kunci: Fashion Branded, Persepsi, Kelas sosial ABSTRACT This research aims to know the factors, impact, and how great the influence of use of branded fashion against the perception of social class among the students majoring in Sociology, Faculty of social and political sciences of the University of Lampung. The approach used in this study was the quantitative approach using questionnaire. Respondents in this research totalled 76 people, determination of the sample in this study using random sampling techniques. The analysis of the data used in this study uses regression and correlation. The results showed: (1) cultural and lifestyle Factors triggers high levels of use of goods as well as the impact of branded fashion students more consumerist, wasteful, being arrogant, and prestige led to a pattern of hedonism, and creates social class differences between one another (2) there was significant influence between the variable use of branded fashion against the perception of social classes, the magnitude of influence between the variable use of branded fashion with social class of 46.5% (3) based on the results of the correlation analysis , there is a significant relationship between use of branded fashion against the perception of social class among the students and the results of this correlation positive relationship that is of 0.682 means that the higher the level of use of branded fashion then the stronger one's perception of one's social class. Keywords: Fashion Branded, perception, social class

Tipe Karya Ilmiah: Skripsi
Subyek: H Ilmu Sosial = Social Sciences > HF Commerce
H Ilmu Sosial = Social Sciences > HN Social history and conditions. Social problems. Social reform
Program Studi: Fakultas ISIP > Prodi Sosiologi
Depositing User: 3013315 . Digilib
Date Deposited: 07 Jan 2016 08:13
Last Modified: 07 Jan 2016 08:13
URI: http://digilib.unila.ac.id/id/eprint/16639

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