REPRESENTATION OF THRIFTING IN AN UPPER CLASS LIFESTYLE: AN ANALYSIS STUDY OF USED GOODS SHOPPING PRACTICES AMONG JOMBANG THRIFT STYLE CONSUMERS

REPRESENTATION OF THRIFTING IN AN UPPER CLASS LIFESTYLE: AN ANALYSIS STUDY OF USED GOODS SHOPPING PRACTICES AMONG JOMBANG THRIFT STYLE CONSUMERS

ABSTRACT

Thrifting or shopping for used goods is an activity that has been around for a long time. Departing from the term thrift itself, it means thrift or thrift. This is in accordance with the reality, namely shopping for used goods that are still in usable condition and of course have prices that are cheaper or below market. Thrifting activities were also initially based on economic and consumption reasons aimed at sustainability. But the journey is no longer the same, globalization and developments in the era have caused socio-cultural conditions to change. The activity of shopping for used goods is often labeled as a lower class presentation, but over time it can change views and raise a person's social status.
The topic of study in this research is about how society represents an upper class lifestyle through thrifting, especially for Jombang Thrift Style consumers. This research focused on Jombang Thrift Style consumers with the technique of determining informants using purposive. Which is then studied using the theory of consumer society put forward by Jean Paul Budrillard. The informants in this research consisted of members of the Jombang Thrift Style community and Jombang Thrift Style consumers.
The results of this research found that the Jombang Thrift Style community played a role in the development of thrifting in Jombang Regency. The presence of the Jombang Thrift Style community is also able to present a new lifestyle for thrifting consumers. The representation of the upper class lifestyle among Jombang Thrift Style consumers is as follows: (1) thrifting forms simulations and simulacra; (2) thrifting becomes a form of hyperreality. The main motive for Jombang Thrift Style consumers to adopt an upscale lifestyle through thrifting is as a form of representation of exclusivity. Social media does not have a significant influence on the upper class consumption styles of Jombang Thrift Style consumers

Key words: thrifting, upper class lifestyle, representation