Tracing Digital Footprints of Fast Fashion: A Pre-experimental Study on TikTok Educational Videos and the Customer Response Index

Author Information

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, Kristu Jayanti University, India
Farhah Azizah Salsabila, PT Nestlé Indonesia, Indonesia

Abstract

The development of Indonesia's fashion industry is influenced by the rise of fast fashion and social media platforms such as TikTok. This study analyzes 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 was applied involving 183 respondents aged 18–24 years who use TikTok and are interested in fashion trends. The results show that educational videos about fast fashion on TikTok significantly influence all components of the DAGMAR model: 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. A Customer Response Index (CRI) value of 31%, indicating the interconnection between the stages in the model. These findings emphasize that TikTok can be a strategic medium for delivering educational campaigns to encourage more conscious and sustainable consumer behavior among teenagers.

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