Fenomena Westernisasi Terhadap Pemilihan Fashion Generasi Z di Kota Makassar

Abstract

This study aims to analyze the phenomenon of Westernization as it relates to Generation Z’s fashion choices in Makassar. The rise of globalization and social media has facilitated the influx of foreign cultures—particularly Western culture—which in turn has influenced Generation Z’s lifestyle and fashion choices. This study employs a quantitative approach using a survey method. Data were collected through a questionnaire distributed to Generation Z residents of Makassar and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS. The results indicate that foreign culture, media exposure, and Western fashion trends have a positive relationship with Generation Z’s fashion choices, but do not yet exert a significant influence. Western fashion trends have the greatest influence compared to foreign culture and media exposure. The results also indicate that the variables examined do not fully explain Generation Z’s fashion choices, as there are other factors outside the scope of this study that also influence them. Thus, the phenomenon of Westernization tends to influence Generation Z’s fashion choices but is not the sole determining factor.