OPTIMALISASI DIGITAL SMART SOCIETY 5.0 DALAM MENGEDUKASI MASYARAKAT SURABAYA TERHADAP PENJUALAN PAKAIAN THRIFTING ILEGAL DENGAN PEMAHAMAN TRI HITA KARANA

Abstract

The increase in the consumption of second-hand clothing or thrifting has become a rapidly growing global trend in recent years. Surabaya, as one of the largest metropolitan cities in Indonesia, faces a similar challenge with the illegal sale of used clothing, which harms the economy and the environment. In addressing this challenge, the concept of a digital smart society 5.0 offers innovative solutions by leveraging the power of social media and online platforms through digital content. This research aims to disseminate educational information to the people of Surabaya by integrating the principles of Tri Hita Karana into efforts to maintain the balance between humans, nature, and God. This research approach uses qualitative methods by collecting data through interviews and content analysis to gain a deeper understanding of the perceptions, attitudes, and behaviors of the community in efforts to maintain the balance between buyers, sellers, and the environment. Through this research, it is hoped that the people of Surabaya will enter a new era where thrifting is not only a trend but also an expression of social responsibility, where consumers are not only smart in choosing goods but also in considering their impact on the environment and the surrounding community. Furthermore, it is expected that the application of the Tri Hita Karana principle will encourage appreciation for local wisdom and support sustainability, so that the city of Surabaya can become an example for communities in other cities in building awareness of the impact of their consumption decisions.