Penyampaian Pesan Edukatif mengenai Isu Fast Fashion oleh Akun TikTok @dosen_fashyun

Irvan Mustofa; Subekti Wirabhuana Priyadharma; Detta Rahmawan

doi:10.33751/jpsik.v9i1.11698

Penyampaian Pesan Edukatif mengenai Isu Fast Fashion oleh Akun TikTok @dosen_fashyun

Irvan Mustofa, Subekti Wirabhuana Priyadharma, Detta Rahmawan

Abstract

Penelitian ini membahas penyampaian pesan edukatif mengenai isu fast fashion pada akun TikTok @dosen_fashyun. Penelitian ini menjadi penting karena 63,5% masyarakat Indonesia masih memilih untuk membeli produk fast fashion karena menilai lebih trendy. Perkembangan media sosial, khususnya TikTok, membuka peluang bagi platform digital dalam menyebarkan edukasi mengenai keberlanjutan. Namun, hingga saat ini, belum ada yang mengkaji penyampaian pesan edukatif mengenai konsep keberlanjutan, khususnya fast fashion, di platform TikTok. Penelitian ini bertujuan untuk mengetahui keragaman topik yang disampaikan mengenai isu fast fashion dan bagaimana topik tersebut disampaikan. Teori yang digunakan pada penelitian ini adalah teori fear appeals dan Fogg Behavior Model (FBM). Penelitian ini menggunakan pendekatan kualitatif dengan metode netnografi untuk memahami pengalaman budaya di internet. Hasil penelitian menunjukkan bahwa @dosen_fashyun menyampaikan edukasi mengenai fast fashion dalam tiga kategori utama yang berkaitan dengan pengetahuan tentang fast fashion. Kategori tersebut mencakup (a) penjelasan mengenai fast fashion, (b) dampak dari industri fast fashion, (c) slow fashion sebagai alternatif. Dalam penyampaian pesannya, akun ini menggunakan komunikasi persuasif dengan pendekatan fear appeal dan call to action untuk meningkatkan kesadaran dan mendorong perubahan perilaku audiens.

Keywords

fast fashion; netnografi; komunikasi persuasif; penyampaian pesan edukatif; TikTok.

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DOI: 10.33751/jpsik.v9i1.11698

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