Fenomena Thrifting sebagai Budaya Populer Masyarakat (Studi Kasus di Pajak Melati)

Abstract

This research aims to analyze the phenomenon of thrifting as a popular culture in society using the case study of Pajak Melati. The thrifting phenomenon, which involves purchasing pre-owned items, has increasingly become a trend among people in recent years. This study focuses on the case of Pajak Melati, a place that has captured the attention of many. Employing a phenomenological approach, this research analyzes the phenomenon of thrifting as a popular culture in society through the Pajak Melati case study. The research methodology involves in-depth interviews with sellers and buyers of Pajak Melati, along with participatory observation within the store. The gathered data is subsequently analyzed using qualitative methods.The research findings indicate that the thrifting phenomenon at Pajak Melati is a part of the burgeoning popular culture in society. Sellers and buyers at Pajak Melati perceive thrifting as a way to economize, express their identities, and engage in the environmental sustainability movement, aligned with the principles of the circular economy. The circular economy aims to reduce waste, minimize the use of natural resources, and maximize product lifecycle efficiency. Additionally, thrifting offers the satisfaction of discovering unique secondhand items, finding rare pieces, and enjoying the exploration process within thrifting spaces. Moreover, the study also highlights the social and economic impacts of the thrifting phenomenon. Pajak Melati contributes positively to the local economy by creating employment opportunities and attracting tourists interested in thrifting.In conclusion, the existence of thrifting assists individuals in making fashionable choices with minimal investment to express their identities.Due to it’s current popularity, an increasing number of people are embracing thrifting as a cultural activity. Various groups, such as students, young adults in their quarter-life phase, and the elderly, are interested in thrifting. Furthermore, several motivations drive individuals to engage in thrifting, including environmental sustainability awareness within the framework of the circular economy.