PRAMESTY, ADELIA AURA (2026) PENGARUH KONTEN EDUKASI FESYEN AKUN TIKTOK @DOSEN_FASHYUN TERHADAP SUSTAINABLE CONSUMPTION BEHAVIOR (SCB) GEN Z. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
The rapid growth of the fashion industry has transformed fashion from a basic necessity into a means of self-expression and social identity. However, the fast fashion phenomenon has also encouraged excessive consumption patterns and generated various environmental impacts, contributing approximately 10% of global carbon emissions and causing water pollution through textile production processes. This condition has led to the emergence of educational content on social media aimed at increasing public awareness of the importance of sustainable consumption. Based on this phenomenon, this study aims to analyze the influence of fashion educational content from the TikTok account @dosen_fashyun on Generation Z's sustainable consumption behavior. This study employs the Theory of Planned Behavior as the theoretical framework to explain behavioral formation through attitudes, subjective norms, and perceived behavioral control. An explanatory quantitative method was used, with data collected through questionnaires distributed to 100 followers of the TikTok account @dosen_fashyun. The data were analyzed using validity and reliability tests, classical assumption tests, t-tests, coefficient of determination analysis, and simple linear regression with IBM SPSS Version 27. The results indicate that fashion educational content has a positive and significant effect on Generation Z's sustainable consumption behavior, with a coefficient of determination of 35.8%. The accuracy indicator obtained the highest mean score, indicating that respondents perceived the information provided by @dosen_fashyun as accurate and trustworthy. In addition, the quality of life indicator achieved the highest mean score within the sustainable consumption behavior variable. These findings suggest that accurate and trustworthy educational content on social media contributes to improving Generation Z's sustainable consumption behavior.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | ADELIA AURA PRAMESTY | ||||||||
| Date Deposited: | 08 Jul 2026 06:29 | ||||||||
| Last Modified: | 08 Jul 2026 06:29 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54831 |
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