Dari Konten ke Konsumsi: Studi Tentang Dominasi Influencer Fashion TikTok dalam Membentuk Habitus Mahasiswa

Abstract

TikTok, as a social media platform, is not only entertaining but also influences the way students dress and consume through the dominance of fashion influencer content. Students, as active digital consumers, tend to be repeatedly exposed to visual and narrative messages, which then cross the line between real needs and the idealized image displayed on social media. The purpose of this study is to analyze how the dominance of TikTok fashion influencers restructures students' consumptive choices through the process of forming a new habitus. The method used is a qualitative phenomenological approach to explore the subjective experiences of informants from students at Palangka Raya University who were selected purposively. Data collection techniques included non-participant observation, in-depth interviews, and documentation, while data analysis used the Miles and Huberman model. The results show that fashion influencer content has transformed into a primary lifestyle reference that shapes students' tastes and social identities. Based on Jean Baudrillard's theory of simulation, simulacra, and hyperreality, it was found that students are trapped in a simulated space where the "cool" image produced by influencers is considered an absolute reality that must be pursued. This consumptive habitus is formed not because of the product's use value, but because of its sign value to maintain self-image and remain relevant in digital trends. This dominance creates consumer behavior among students where students continue to update their clothing styles to fulfill the identity desires constructed by social media.