Pola Perilaku Konsumsi Generasi Millenial Terhadap Produk Fashion Perspektif Monzer Kahf : Studi Kasus Mahasiswi Universitas Airlangga

Abstract

This study examines how consumption patterns of millennial generation towards fashion products based on Monzer Kahf's perspective, especially female students from Airlangga University. The research method uses descriptive case study method. Data collection in this study was carried out by in-depth interview method and the subjects of the study were asked the questions immediately. The analysis technique carried out in this study is by reducing data, presenting data both through the results of interviews and observations of researchers towards the informants, then proceed with drawing conclusions. The results of the study show that the principles of Islamic consumption from Monzer Kahf's perspective have been applied by Airlangga University students as a pattern of consumption behavior towards fashion products. Millennials in Indonesia, especially university students, are principled by consumption in accordance with Islamic teachings by promoting consumption rationalism, consumption balance, Islamic goods and consumption ethics.Keywords: Consumption, Islamic consumption, Millenials, Fashion Product, Rationalism, Consumption Balance, Islamic Goods