The development of the fashion industry in Indonesia is influenced by the emergence of fast fashion and social media platforms, such as TikTok. This study analyzed the influence of educational fast fashion videos on TikTok on the stages of the DAGMAR model (awareness, comprehension, conviction, and action) among adolescents. A pre-experimental design involved 183 respondents aged 18–24 years who used TikTok and were interested in fashion trends. The results show that educational videos about fast fashion on TikTok significantly influence all components of the DAGMAR model, namely awareness, comprehension, conviction, and action. The better the quality of the video presented, the higher the levels of awareness, understanding, belief, and motivation to act among the audience. All hypotheses were accepted and found to be significant, with a Customer Response Index (CRI) value of 31 percent, indicating the interconnection between the stages in the model.

Authors:
Megawati Simanjuntak, IPB University, Indonesia
Bintang Restu Rejeki, IPB University, Indonesia
Mohamad Fazli Sabri, Universiti Putra Malaysia, Malaysia
Siti Yuliandi Ahmad, International Islamic University Malaysia, Malaysia
Janani Janani4, Department of Professional Accounting and Finance, Kristu Jayanti (Deemed to be University, India
Farhah Azizah Salsabila, PT Nestlé Indonesia, Indonesia

About the Presenter(s)
Prof. Dr. Megawati Simanjuntak, SP, MSi is a Professor of Consumer Behavior and Consumer Protection at the Department of Family and Consumer Sciences, Faculty of Human Ecology, IPB University (Institut Pertanian Bogor).

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https://www.linkedin.com/in/megawati-simanjuntak-b48356191/

See this presentation on the full schedule – Monday Schedule

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