This study examines the impact of information sources and the Style of Information Processing (SOP), both visual and verbal, on clothing color preferences among female students at Universitas Indonesia in the context of the digital era. The research employs a quantitative methodology, using a structured questionnaire distributed to 80 female students across various academic disciplines. The study aimed to identify how digital media and different information sources shape students' fashion choices, particularly their preferences for clothing colors.

The results indicate a strong preference for black (26.25%) as the most favored color, followed by pink and blue (16.25%), while orange (22.5%), green (18.75%), and yellow (15%) are the least preferred. The findings also highlight that fashion leadership, typically distinguished by an individual’s ability to set trends, is not significantly influenced by factors such as academic discipline, age, or demographic background. However, students with a heightened interest in fashion and stronger visualization skills were more likely to engage in fashion leadership roles. These students were able to process visual information more effectively, linking their cognitive abilities to the interpretation and application of fashion trends.

In terms of practical implications, this research provides empirical insights into the relationship between digital information sources and fashion preferences, offering valuable contributions to the academic field of information processing and consumer behavior. Additionally, the study opens avenues for further research to explore the influence of other variables, such as social and cultural factors, on fashion-related decision-making.

Authors:
Haekal Mahdania, Universitas Indonesia, Indonesia
Rahmi Rahmi, Universitas Indonesia, Indonesia
Yeni Budi Rachman, Universitas Indonesia, Indonesia
Indira Irawati, Universitas Indonesia, Indonesia

About the Presenter(s)
Rahmi, an Assistant Professor at Universitas Indonesia, specializes in human-centered information behavior. She holds a Ph.D. from the University of Tsukuba and leads KSKI. Rahmi also heads Synergy & University Rankings at UI.

See this presentation on the full schedule – Wednesday Schedule

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