Pengaruh Edukasi Fast Fashion pada Remaja Melalui Media Tiktok dengan Pendekatan DAGMAR

Abstract

Pesatnya perkembangan industri fashion di Indonesia mendorong tren fast fashion, khususnya melalui media sosial TikTok yang populer di kalangan remaja. Penelitian ini bertujuan untuk menganalisis efektivitas video edukasi fast fashion terhadap tahapan model DAGMAR (awareness, comprehension, conviction, action) serta pengaruh antar tahapannya. Penelitian dilakukan dengan pendekatan kuantitatif dan desain pre-eksperimen (one group, after only design) terhadap 183 responden remaja berusia 18–24 tahun yang aktif menggunakan TikTok dan tertarik pada tren fashion. Analisis menggunakan SPSS 25.0, perhitungan Customer Response Index (CRI), dan uji pengaruh melalui SEM. Hasil menunjukkan video edukasi memiliki efektivitas sebesar 31 persen dan berpengaruh signifikan terhadap seluruh tahapan serta hubungan antar tahapan DAGMAR. Temuan ini menunjukkan potensi edukasi digital dalam membentuk perilaku konsumen fashion secara lebih sadar.

The rapid growth of the fashion industry in Indonesia has driven the rise of fast fashion trends, particularly through social media platforms like TikTok, which are highly popular among adolescents. This study aims to analyze the effectiveness of fast fashion educational videos on the stages of the DAGMAR model (awareness, comprehension, conviction, action) and the influence between these stages. A quantitative approach with a pre-experimental (one group, after only design) was used, involving 183 adolescent respondents aged 18–24 years who are active TikTok users and interested in fashion trends. Data were analyzed using SPSS 25.0, the Customer Response Index (CRI), and influence testing through Structural Equation Modeling (SEM). The results indicate that the educational videos have an effectiveness rate of 31 percent and a significant impact on all stages of DAGMAR as well as the relationships between them. These findings highlight the potential of digital education in shaping more conscious fashion consumer behavior.