PENGARUH FAST FASHION TERHADAP PERILAKU KONSUMTIF REMAJA

Elsa Maria Simamora; Natalia Siahaan; Sarah Mareta Tambunan; Farihah; Untung Desy Purnamasari

doi:10.36989/didaktik.v12i02.15269

Elsa Maria Simamora Universtas Negeri Medan
Natalia Siahaan Universitas Negeri Medan
Sarah Mareta Tambunan Universtas Negeri Medan
Farihah Universtas Negeri Medan
Untung Desy Purnamasari Universtas Negeri Medan

DOI: https://doi.org/10.36989/didaktik.v12i02.15269

Keywords: fast fashion, consumer behavior, teenagers, social media, sustainable fashion.

Abstract

Fast fashion is a clothing production and distribution system that offers the latest
fashion trends at affordable prices in a short time. This phenomenon is growing rapidly
among teenagers and has the potential to increase consumer behavior. This study
aims to analyze the influence of fast fashion on adolescent consumer behavior through
a review of various relevant studies. The method used was a literature review,
examining national and international journals, books, and scientific articles published
between 2021 and 2025. The results of the study indicate that fast fashion has a
significant influence on adolescent consumer behavior. This influence is reinforced by
high social media use, peer group influence, modern lifestyles, and adolescents'
desire to build self-identity and gain social recognition. Social media has become the
primary means of spreading fashion trends through visual content, digital promotions,
and influencers who encourage interest in purchasing fast fashion products. The
resulting impacts include increased impulsive buying, wastefulness, poor financial
management skills, and increased textile waste, which impacts the environment.
Therefore, educational efforts regarding wise fashion consumption, improving financial
literacy, and implementing the concept of sustainable fashion are needed to reduce
consumer behavior among teenagers. Thus, fast fashion has been proven to influence
the increase in adolescent consumer behavior in the digital era.

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