Pengaruh Menonton Iklan Erigo Terhadap Perilaku Konsumsi Produk Fashion Erigo (Studi Terhadap Siswa/Siswi SMP Negeri 04 Kota Batu)

The rapid development of digital technology has changed the mass media landscape significantly. Social media such as Instagram, TikTok and e-commerce platforms have become an integral part of everyday life, especially for the younger generation. Through these platforms, various brands, including local fashion brands such as Erigo, are aggressively carrying out advertising campaigns to attract consumer interest. Attractive and creative advertisements, supported by influential public figures, succeed in creating trends and shaping consumer perceptions of a product. This phenomenon is further strengthened by the success of the Erigo brand which has managed to penetrate the international market and become a lifestyle icon for many teenagers. However, behind this success, questions arise regarding the impact of advertising on consumer behavior, especially teenagers. Are advertisements, especially advertisements for fashion products, able to influence purchasing decisions and encourage consumption behavior among teenagers? This question becomes relevant considering the increasingly widespread phenomenon of consumerism which is characterized by the desire to own the newest goods and follow popular trends. The aim of this research is to understand what impact watching Erigo advertisements will have on teenagers' fashion consumption and consumption behavior.
Based on the background above, the formulation of the problem in this research is how much influence Erigo advertising has on the fashion consumption behavior of students at State Junior High School 04, Batu City, East Java. To achieve specific research objectives, quantitative methods are considered the most appropriate tools. The choice of this method is based on consideration of the established theoretical framework. Also, quantitative methods were chosen as a research strategy because they are in line with the framework of thinking underlying this research. This approach is considered the most appropriate as an answer to the research questions asked by the researcher. This research analysis adheres to a quantitative paradigm which emphasizes variable measurement, hypothesis testing, and generalization of findings. This approach is based on the belief that social reality can be explained through numbers and statistics. With a quantitative approach, this research seeks to reveal social facts through collecting reliable numerical data. This approach is rooted in a research tradition that emphasizes objectivity and generalization.
A research paradigm is a framework of thinking that explains how researchers view the facts of social life. It can be said that a research paradigm is a set of beliefs based on certain assumptions called basic terms. In line with the opinions of experts, paradigms can be concluded as a benchmark and the course of research to describe the facts. In this research, the method used is a quantitative method. Based on the correlation coefficient value calculation, which means that the relationship between the independent variable, namely the influence of watching Erigo advertisements, and the dependent variable on adolescent consumption behavior is positive and is in the medium category. Based on the validity test calculations, it can be seen that the calculated r value of the statements is mostly greater than the 5% / 0.05 table of 0.334 and all question items are valid. So all of these statement items can be used as indicators to measure the influence of watching Erigo advertisements and adolescent consumption behavior variables. And based on the reliability test, it is known that the value of Cronbach's alpha for all variables is greater than 0.6. From the provisions mentioned previously, all the variables used to measure the influence of watching Erigo advertisements on adolescent consumption behavior are reliable. The influence of watching Erigo advertisements turns out to have an influence on teenagers' consumption behavior. In this case, the theory used in this research provides a specific influence according to the reaction that occurs.