AMALIA, VIVI (2025) PERSEPSI REMAJA DI KEMBANGAN JAKARTA BARAT TENTANG BRAND SEPATU DR. MARTENS (DOCMART) SEBAGAI FASHION BARU TREN 2024. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the perceptions of adolescents in the Kembangan area, West Jakarta, regarding the Docmart (Dr. Martens) shoe brand as a new fashion trend in 2024. Docmart shoes, characterized by their classic 1990s design and durable quality, have once again drawn the attention of young people in Indonesia. Using a qualitative approach, this study involved six adolescent informants (aged 15–19 years) through in-depth interviews. The findings indicate that the majority of adolescents view Docmart shoes as a symbol of style and personal identity that is “cool,” influenced by global trends as well as celebrity and influencer figures. Comfort, durability, and the cultural values embedded in the brand also emerge as key elements that enhance positive impressions. Overall, the perceptions of adolescents in Kembangan toward Docmart reflect a fashion choice driven not only by aesthetics but also by social aspirations and quality preferences. This study is expected to contribute to fashion industry stakeholders and marketers in understanding teenage consumer decision-making. Keywords : Adolescent Perception, Fashion Trends 2024, Self‑Identity Penelitian ini bertujuan untuk menganalisis persepsi remaja di wilayah Kembangan, Jakarta Barat, terhadap brand sepatu Docmart (Dr. Martens) sebagai tren fashion baru di tahun 2024. Sepatu Docmart, dengan desain klasik ala 1990-an dan kualitas tahan lama, telah kembali mencuri perhatian generasi muda di Indonesia. Dengan menggunakan pendekatan kualitatif, penelitian ini melibatkan 6 Informan remaja (usia 15–19 tahun) melalui wawancara mendalam. Hasil penelitian menunjukkan bahwa mayoritas remaja menilai sepatu Docmart sebagai simbol gaya dan identitas diri yang “keren”, dipengaruhi oleh tren global serta figur selebriti dan influencer. Faktor kenyamanan, keawetan, dan nilai budaya yang melekat pada brand juga menjadi elemen penting yang meningkatkan kesan positif. Secara keseluruhan, persepsi remaja di Kembangan terhadap Docmart merefleksikan pemilihan fashion yang tak hanya berdasarkan estetika, tetapi juga aspirasi sosial dan preferensi kualitas. Penelitian ini diharapkan memberikan kontribusi bagi pelaku industri fashion dan pemasar dalam memahami keputusan konsumen remaja. Kata Kunci : Persepsi Remaja, Tren Fashion 2024, Identitas Diri
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