Identitas Gaya Hidup dan Budaya Konsumen dalam Mengkonsumsi Brand The Executive

Mubaddilah Rafa'al

Abstract


Humans not only buy the needed goods, but also the brand. Brand goods are self-pride. Buying reputable brands creates a feeling of "more" in the user. With shopping, consumers not only consume the material value or utility value of the goods they buy, but also what the goods indicate. This research departs from J. Baudrillard's thoughts on consumption trends and cultural signs. Researchers use ads from The Executive products. This product is then not only for formal wear, but also for other types of clothing until now become a lifestyle brand.

Keywords: Identity, Culture, Consumption 


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References


Buku

Featherstone, Mike, 1999, Consumer Culture and Postmodernism, Sage Publication

Baudrillard, Jean, 1998, The Consumer Society: Myths and Structures, London: Sage Publications

Barthes, Roland, 1972, Mythologies, Jonathan Cape Ltd

Lury, Celia. 1998. Budaya Konsumen. Diterjemahkan oleh Hasti Y. Champion. Jakarta : Yayasan Obor Indonesia.

Jurnal

Alfira Astari & Selu M. Kushendrawati. Jurnal FIB IU. Fenomena Masyarakat Konsumen Pada Era Kontemporer. 2013

Alfitri. Jurnal, Majalah Emperika Volume XI, No : 01, 2007. Budaya Konsumerisme Masyarakat Perkotaan.

Internet

http://www.academia.edu/9523802/Consumer_Behavior_on_Fashion_Apparels

http://swa.co.id/business-strategy/marketing/inovasi-tiada-henti-busana-the-executive

https://sanibudiana.wordpress.com/2011/02/25/fashion-komoditas-di-era-modern/




DOI: http://dx.doi.org/10.25139/jkp.v1i1.173

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