THE INFLUENCE OF SOCIALIZATION AGENTS ON FASHION CONSCIOUSNESS Nor
Asmahani Ibrahim, Zaharah Ghazali, Zainuddin Zakaria

Abstract
The objective of this study was to investigate how socialization agents - media, parents, and peers - influence on students’ fashion consciousness in apparel. Participants were involved is 200 students from semester one to semester six, who undertaking Bachelor of Accounting in Universiti Sultan Zainal Abidin. The statistical methods used were similar with some of the methods which employed in the past researches such as independent sample t-test and Pearson Correlation Coefficient. Meanwhile, pilot test was conducted in order to develop an appropriate instrument for testing. The results by using Pearson correlation coefficients analyses suggested that, the students’ fashion consciousness is, significantly correlated to each socialization factor. Overall, parents, online, music and TV exert the greatest influence. Moreover, significant differences were found for socialization agents and fashion consciousness across gender. Parent and consumer educators should consider findings of this study as a guide to give better education to students as consumers.

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