MOTIF MUNCULNYA FENOMENA CITAYAM FASHION WEEK DI DKI JAKARTA - Dyah Ayu Arimbi Shafa Kusuma Wardhani Prasetyo, - (2023)
Penelitian ini berfokus pada fenomena yang marak diperbincangkan sejak Juni 2022 oleh masyarakat yaitu fenomena Citayam Fashion Week di DKI Jakarta. Penelitian ini bertujuan untuk menganalisis dan mengungkapkan fenomena Citayam Fashion Week, motif yang mempengaruhi munculnya fenomena Citayam Fashion Week serta dampak yang dirasakan masyarakat dari adanya fenomena Citayam Fashion Week. Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus (case study). Sumber data berasal dari data primer dengan teknik pengumpulan data menggunakan wawancara, observasi, dan dokumentasi. Teknik analisis menggunakan triangulasi data dengan tiga tahapan yaitu reduksi data, penyajian data, dan penarikan kesimpulan atau verifikasi hasil penelitian. Informan penelitian yaitu pencetus Citayam Fashion Week, content creator, Ketua Dinas Perhubungan BNI City, pelaku catwalk, pedagang dan pekerja sekitar. Hasil penelitian menunjukkan bahwa (1) adanya kenyataan yang lebih terlihat dari kelompok sosial dalam fenomena Citayam Fashion Week; (2) terdapat lima motif yang mempengaruhi munculnya fenomena Citayam Fashion Week yaitu kebutuhan prestasi, kebutuhan berafiliasi, faktor ketidakpuasan kerja, faktor pemuas serta pengaruh dari kebutuhan kekuasaan; (3) dampak dari adanya fenomena Citayam Fashion Week yang dirasakan masyarakat yaitu terdapat dampak negatif dan dampak positif. Rekomendasi bagi masyarakat yaitu tidak lagi memandang sebelah mata atau hanya perspektif pribadi saja akan fenomena baru yang nanti akan muncul serta motif yang dipaparkan dalam fenomena tersebut diharapkan mampu diterapkan dalam diri sendiri terutama generasi penerus bangsa supaya selalu muncul motivasi untuk meningkatkan nilai dalam diri untuk membanggakan Indonesia. This research focuses on a phenomenon that has been widely discussed since June 2022 by the public, namely the Citayam Fashion Week phenomenon in DKI Jakarta. This study aims to analyze and reveal the Citayam Fashion Week phenomenon, the motives that influence the emergence of the Citayam Fashion Week phenomenon and the impact felt by society from the Citayam Fashion Week phenomenon. This study used a qualitative approach with a case study method. Sources of data come from primary data with data collection techniques using interviews, observation, and documentation. The analysis technique uses data triangulation with three stages, namely data reduction, data presentation, and drawing conclusions or verifying research results. The research informants are the originators of Citayam Fashion Week, content creators, Head of the BNI City Transportation Service, catwalk performers, traders and local workers. The results of the study show that (1) there is a more visible reality from social groups in the Citayam Fashion Week phenomenon; (2) there are five motives that influence the emergence of the Citayam Fashion Week phenomenon, namely the need for achievement, the need for affiliation, the factor of job dissatisfaction, the factor of satisfaction and the influence of the need for power; (3) the impact of the Citayam Fashion Week phenomenon that is felt by the community, namely there are negative impacts and positive impacts. Recommendations for the community are no longer looking down on the eyes or just a personal perspective on new phenomena that will later emerge and the motives described in these phenomena are expected to be able to be applied within themselves, especially the next generation of the nation so that motivation always arises to increase self-worth to make Indonesia proud.