Analisis Perilaku Konsumen Terhadap Pengguna Fashion Branded Preloved Sebagai Konsep Gaya Hidup

Abstract

Fashion branded preloved is a branded product that has been used by someone and resold at a cheaper price but still has value with a product condition that is still decent and almost the same as a new product. Currently, people who use fashion branded preloved can get these products by thrifting. The purpose of this study is to determine the form of self-concept from consumer behavior and to determine the impact of using preloved branded fashion products as a lifestyle concept. With a qualitative descriptive method, the research results show relevant results according to the discussion of objectives. The form of self-concept that is formed from consumer behavior in the form of a sense of being able to balance around, wanting to look different, confident in his abilities, can accept himself as someone who has value and accepts praise with pleasure. The positive impacts as users of branded preloved fashion are feeling confident, being able to look fashionable, being more efficient, being able to change outfits
without feeling lost, getting branded preloved at affordable prices and being able to evaluate themselves. Meanwhile, the negative impact is sensitivity to criticism, anxiety about preloved products, feeling pessimistic about competition, sometimes hypercritical attitudes and being able to take actions in the form of consumptive behavior