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"ABSTRAKPerkembangan fesyen streetwear di Jakarta membuat beberapa anak muda dalam komunitas North Sneakers Squad mulai mengkoleksi beberapa pakaian bertema fesyen streetwear. Mereka mengoleksi beberapa pakaian dari merek dagang internasional. Dari berbagai macam merek dagang tersebut anggota komunitas North Sneakers Squad hanya mengoleksi tiga merek dagang yang dianggap sebagai merek dagang eksklusif. Bagi anggota komunitas tersebut, pakaian bertema fesyen streetwear ini memiliki makna tersendiri yang mana antar setiap anggota memiliki pemaknaan yang berbeda dengan yang lainnnya. Pemaknaan tersebut berkaitan dengan pengalaman pribadi yang dialami oleh aktor dalam komunitas tersebut. Adanya pengetahuan baru tidak lepas dari proses pembelajaran terjadi dalam komunitas North Sneakers Squad dalam pemilihan style dalam fesyen streetwear.

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ABSTRACTThe development of Streetwear fashion industry in Jakarta made some young people in North Sneakers Squad community start collecting streetwear labels of fashion industry. They collect some clothing from international brands. Of the various clothing brands, members of the North Sneakers Squad community only collect three brands that are considered to be exclusive brands. For members of the community, this streetwear clothing has its own meaning which between each member has a different meaning from the others. This streetwear fashion context exhibits how the actors in the community give meaning of their highly individual experience. The existence of their knowledge is also cannot be separated from the learning process occurs in the North Sneakers Squad community in the selection of styles in streetwear fashion. "

"Tesis ini membahas pengaruh Perceived Value terhadap Co-Brand Equity, Co-Brand Preference, dan Continuance intention pada Industri Fashion Aliran Streetwear di Indonesia. Penelitian yang berbentuk Conclusive Research Design ini mengumpulkan data dengan menggunakan instrumen kuesioner dengan metode Non-probability Sampling dengan tipe Convenience Sampling yang ditargetkan kepada konsumen penikmat produk Fashion Streetwear yang merupakan produk dari hasil Co-Branding di antara dua atau lebih merek. Hasil dari penelitian ini menunjukan pengaruh positif Perceived Value terhadap Co-Brand Equity, Co-Brand Preference, dan Continuance intention pada Industri Fashion Aliran Streetwear di Indonesia. Diharapkan hasil penelitian ini dapat bermanfaat bagi pihak akademisi, pelaku usaha, dan peneliti berikutnya.

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This thesis discusses the influence of Perceived Value on Co-Brand Equity, Co-Brand Preference, and Continuance intention in the Streetwear Fashion Industry in Indonesia. This research in the form of Conclusive Research Design collects data using a questionnaire instrument with the Non-probability Sampling method with the Convenience Sampling type which is targeted at consumers who are connoisseurs of Fashion Streetwear products which are products from the results of Co-Branding between two or more brands. The results of this study shows the positive influence of Perceived Value on Co-Brand Equity, Brand Preference, and Continuance intention in the Streetwear Fashion Industry in Indonesia. In addition, it is hoped that the results of this research can be useful for academics, business actors, and future researchers."