<![CDATA[Thrifting culture has rapidly developed among university students as an alternative means of fulfilling fashion needs, driven not only by economic considerations but also by evolving trends, social media influence, and lifestyle changes. This study aims to analyze thrifting culture as a reflection of both consumerist behavior and frugal living among university students in Semarang City. This study employed a qualitative approach with a descriptive research design. The subjects of the study were eleven university students in Semarang who had experience engaging in thrifting activities and were selected through purposive sampling. The data sources consisted of primary and secondary data. Data were collected through observation, in-depth interviews, and documentation. The data were analyzed thematically to identify patterns of behavior, motivations, and the meanings attributed by students to thrifting practices. Data validity was ensured through source triangulation, technique triangulation, and member checking. The findings reveal that thrifting culture reflects two distinct patterns of consumer behavior. First, thrifting represents the implementation of frugal living by enabling students to obtain quality clothing at more affordable prices while emphasizing utility value, efficient financial management, and an increasing awareness of sustainable consumption. Second, thrifting also has the potential to encourage consumerist behavior, characterized by impulsive purchases triggered by low prices, unique products, limited stock availability, social media influence, and the phenomenon of Fear of Missing Out (FOMO). The study concludes that thrifting culture does not inherently represent either consumerist behavior or frugal living; rather, it is shaped by individuals' self-control in managing their consumption decisions. The stronger the students' self-control, the greater the likelihood that thrifting becomes an economical, rational, and sustainable consumption strategy. Conversely, poor self-control may lead to consumerist behavior despite the economic advantages offered by thrifting.]]>
