THE EFFECTS OF EYEGLASSES DESIGN AS A FUNCTIONAL FASHIONACCESSORY TOWARDS GENERATION Z IN THE URBAN JAKARTA

• Main Author: Mayor, Estefania
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/71933
• Institution: Institut Teknologi Bandung

Eyeglasses are functional fashion accessory that has both aesthetic and functional benefits. The use of glasses is related to the user's image, the suitability of glasses design with face shape, and is related to the wearer's psychological aspects ("enclothed cognition"), and is also related to the user's behavior that it has an influence on the selection and purchase of glasses. Studies on the influence of the eyeglasses shape, face shape, and self-image formed, as well as Generation Z preferences in choosing glasses, have not been widely carried out. The study was conducted to identify the factors that motivate Generation Z in Jakarta to buy eyeglasses as a functional fashion accessory, understand the relationship between eyeglasses shape and face shape, and determine the preference and self-image of Generation Z in Jakarta regarding the shape of eyeglasses and the reasons behind them. This research is quantitative in nature, with the process of collecting data using survey and a semantic differential and Likert scale questionnaire. The variables measured are eyeglasses design, consumer motivation factors, as well as preferences and self-image of Generation Z. ANOVA test was conducted to analyze the collected data. In this study, it was found that the factors of customer needs, quality, eyeglasses design, and price are the most important factors in buying eyeglasses as a functional fashion accessory. Eyeglasses shape and face shape influence the level of suitability based on the preferences of Generation Z. However, eyeglasses shape has a greater influence on the level of suitability. The most preferred shape of glasses for Generation Z in Jakarta is the d-frame, which is a shape that creates a fashionable, self-confident, friendly, social-nerd, and gentle self-image. The selfimage assessment of the glasses wearer is influenced by the shape of the glasses alone and not by the shape of the face.