SANDI, INTAN MUTIARA (2026) PEMANFAATAN MEDIA SOSIAL TIKTOK OLEH @DOSEN_FASHYUN DALAM MENGKAMPANYEKAN ISU LINGKUNGAN AKIBAT FAST FASHION. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study is motivated by the increasing environmental impacts caused by the fast fashion industry, such as textile waste, water pollution, and carbon emissions, which demand effective public campaign strategies. TikTok has emerged as a strategic social media platform for delivering environmental campaign messages, particularly to younger generations. This research aims to examine the utilization of TikTok by the account @dosen_fashyun in campaigning environmental issues related to fast fashion using the 4C theoretical framework (context, communication, collaboration, and connection) proposed by Chris Heuer. This research uses a descriptive qualitative method. The research subjects consist of one key informant and two supporting informants. Data analysis techniques include data reduction, data display, and conclusion drawing/verification. The results indicate that in the context aspect, campaign messages are framed based on the communicator’s academic background, research findings, and professional experience as a lecturer and fashion practitioner, delivered in an educational and critical manner, and presented using simple language to ensure audience comprehension. In the communication aspect, messages are delivered through a systematic content structure with a persuasive and reflective style tailored to audience characteristics, and further developed through follow-up content and audience interaction, enabling communication to occur continuously. In the collaboration aspect, the @dosen_fashyun account establishes partnerships with sustainable fashion brands, communities, environmental foundations, and government institutions, thereby expanding audience reach and strengthening message credibility. In the connection aspect, relationships with audiences are built through a personal, equal, and consistent communication style, forming a supportive community that contributes to increased awareness, attitudinal change, and the reduction of impulsive consumption toward sustainable fashion practices. Keywords: TikTok, Environmental Campaign, Fast Fashion, 4C Theory, Social Penelitian ini dilatarbelakangi oleh meningkatnya dampak lingkungan yang ditimbulkan oleh industri fast fashion, seperti limbah tekstil, pencemaran air, dan emisi karbon, yang menuntut adanya strategi kampanye publik yang efektif. Media sosial TikTok menjadi salah satu platform strategis untuk menyampaikan pesan kampanye lingkungan, khususnya kepada generasi muda. Penelitian ini bertujuan untuk mengetahui pemanfaatan media sosial TikTok oleh akun @dosen_fashyun dalam mengkampanyekan isu lingkungan akibat fast fashion dengan menggunakan kerangka teori 4C (context, communication, collaboration, dan connection) oleh Chris Heuer. Penelitian ini menggunakan metode kualitatif deskriptif. Subjek penelitian terdiri dari 1 orang informan kunci dan 2 orang informan. Teknik analisis data meliputi reduksi data, penyajian data, serta penarikan kesimpulan/verifikasi. Hasil penelitian menunjukkan bahwa pada aspek context, pesan kampanye dibingkai berdasarkan latar belakang keilmuan, hasil riset dan pengalaman profesional komunikator sebagai dosen dan praktisi fesyen, disampaikan secara edukatif, kritis, serta dikemas dengan bahasa sederhana agar mudah dipahami oleh audiens. Pada aspek communication, pesan kampanye disampaikan melalui struktur konten yang sistematis dengan gaya persuasif dan reflektif yang sesuai karakter audiens, serta dikembangkan melalui konten lanjutan dan interaksi audiens sehingga komunikasi berlangsung secara berkelanjutan. Pada aspek collaboration, akun @dosen_fashyun menjalin kerja sama dengan brand fesyen berkelanjutan, komunitas, yayasan lingkungan, hingga institusi pemerintah yang memperluas jangkauan audiens dan memperkuat kredibilitas pesan. Pada aspek connection, hubungan dengan audiens dibangun melalui gaya komunikasi yang personal, setara, dan konsisten sehingga terbentuk komunitas pendukung yang berkontribusi terhadap peningkatan kesadaran, perubahan sikap, dan pengurangan konsumsi impulsif menuju praktik fesyen berkelanjutan. Kata Kunci: TikTok, Kampanye Lingkungan, Fast Fashion, Teori 4C, Media Sosial
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