IMPLICATIONS OF FASHION CONTENT ON TIKTOK AS A GEN Z DIGITAL CULTURAL PHENOMENON IN DENPASAR CITY

Abstract

This research aims to explore the implications of fashion content dissemination on TikTok as a digital cultural phenomenon that influences lifestyle standards and fashion trends among Gen Z in Denpasar City. The primary focus of this study is to analyze the impact of influencer @nazwaadinda's account on Gen Z's fashion preferences, along with the positive and negative effects arising from this phenomenon. Within the context of digital culture, TikTok has become a key platform for Gen Z to seek lifestyle inspiration, particularly through interactive and creative visual content. The Uses and Gratification Theory is employed to understand the motivations and satisfaction of Gen Z in consuming fashion content, including their reasons for connecting with influencers like @nazwaadinda. The findings reveal that content shared by Nazwaadinda not only shapes clothing choices but also influences shopping habits and trend-oriented mindsets. While it offers positive impacts such as enhanced creativity and increased fashion awareness, this phenomenon also brings about social pressures to adhere to specific standards and anxiety related to ideal body image. As part of digital culture, TikTok creates a space where fashion trends evolve dynamically, reflecting the collective identity of Gen Z, particularly in Denpasar. This phenomenon highlights how social media acts as a cultural agent that shapes the perceptions and behaviors of young generations in the digital era.

Keywords: Dissemination of Fashion Content, TikTok, Digital Cultural Phenomenon, Gen Z, Denpasar City