Pengalaman Generasi Z Dalam Membentuk Gaya Hidup Fashion Melalui Media Baru Tiktok

Abstract

TikTok telah berkembang dari media hiburan menjadi ruang sosial digital yang berperan dalam membentuk identitas, gaya hidup, dan perilaku konsumsi Generasi Z. Penelitian ini bertujuan menganalisis bagaimana Generasi Z di Kota Tangerang memaknai tekanan tren TikTok, pergeseran orientasi belanja, serta fashion sebagai simbol eksistensi dan identitas sosial. Penelitian ini menggunakan pendekatan kualitatif dengan metode fenomenologi sosial Alfred Schutz. Data diperoleh melalui observasi digital, wawancara semi-terstruktur, dan dokumentasi terhadap enam informan Generasi Z berusia 18–27 tahun yang aktif menggunakan TikTok dan pernah membeli produk fashion akibat paparan konten digital. Analisis data dilakukan melalui reduksi data, analisis stok pengetahuan dan tipifikasi, penarikan esensi fenomena, serta deskripsi tekstural dan struktural. Hasil penelitian menunjukkan bahwa algoritma TikTok berperan sebagai kurator realitas digital yang membentuk stok pengetahuan informan dan memengaruhi respons mereka terhadap tren. Kerentanan terhadap Fear of Missing Out (FOMO) berbeda berdasarkan pengalaman masa lalu dan agensi individu. Orientasi belanja bergeser dari kebutuhan fungsional menuju nilai simbolik, kepuasan emosional, dan validasi sosial. Fitur live shopping dan promosi berbatas waktu turut mendorong pembelian impulsif. Penelitian ini juga menemukan perbedaan antara validasi digital melalui likes, views, dan komentar dengan validasi nyata melalui apresiasi langsung. Fashion akhirnya dimaknai sebagai sarana membangun citra diri, kepercayaan diri, eksistensi, dan identitas sosial.

Kata Kunci: Generasi Z, TikTok, Fashion, Fenomenologi Alfred Schutz, Validasi Sosial, Gaya Hidup.

ABSTRACT

TikTok has evolved from an entertainment platform into a digital social space that shapes the identity, lifestyle, and consumption behavior of Generation Z. This study examines how Generation Z in Tangerang City interprets TikTok trend pressures, shifts in shopping orientation, and fashion as a symbol of social existence and identity. Using a qualitative approach based on Alfred Schutz’s social phenomenology, data were collected through digital observation, semi-structured interviews, and documentation involving six Generation Z informants aged 18–27 who actively use TikTok and have purchased fashion products influenced by digital content. Data were analyzed through reduction, analysis of stock of knowledge and typification, identification of the essence of the phenomenon, and textual and structural description. The findings show that the TikTok algorithm functions as a curator of digital reality, shaping informants’ stock of knowledge and influencing their responses to trends. Their vulnerability to Fear of Missing Out (FOMO) varies according to past experiences and individual agency. Shopping orientation shifts from functional needs toward symbolic value, emotional satisfaction, and social validation. Live shopping and time-limited promotions create urgency that encourages impulsive purchasing. The study also identifies a distinction between digital validation through likes, views, and comments and real-world validation through direct appreciation. Fashion ultimately functions as a means of constructing self-image, confidence, social existence, and identity.

Keywords: Generation Z, TikTok, Fashion, Alfred Schutz’s Phenomenology, Social Validation, Lifestyle.