Pengaruh Terpaan Konten Gaya Berpakaian Muslim Pada Media Sosial TikTok Terhadap Adaptasi Busana Muslim Modern (Studi Pada Followers Akun TikTok @sashfir Periode 2025)

This research is motivated by the widespread phenomenon of TikTok trends influencing various aspects of life, including the fashion styles of young Muslims who tend to follow fashion trends without considering religious values. This phenomenon encourages researchers to explore whether exposure to Muslim fashion content on TikTok social media can influence the adaptation of modern Muslim fashion styles. The study aims to examine whether there is an effect from fashion content exposure on the adaptation of modern clothing and to measure the percentage of its influence. This phenomenon becomes urgent given the emergence of Muslim clothing trends that deviate from Islamic principles, leading to the perception that traditional Muslim attire is considered outdated.
The AIDA and Consumer Lifestyle Theory are used in this research, emphasizing that the process of changing attitudes and behaviors occurs through several stages among social media audiences. TikTok content can attract attention, generate interest, create desire, and motivate actions towards adapting modern fashion, related to consumer lifestyles reflected through fashion choices influenced by media through exposure to Muslim fashion content on the TikTok account @sashfir. Therefore, this theory helps to understand how social media serves as an important platform in shaping modern fashion adaptation among young people.
This research employs a quantitative explanatory approach, testing the relationships between variables using statistical analysis. The population consists of 275 female students of Communication Science, Batch 2021, at Muhammadiyah University of Malang, who follow TikTok content from @sashfir. A sample of 73 students was taken using Slovin's formula with simple random sampling techniques. Data were collected through questionnaires with a Likert scale and analyzed using IBM SPSS.
The hypothesis test results indicate that exposure to Muslim fashion style content, particularly on the TikTok account @sashfir, has a positive and significant influence on the adaptation of modern Muslim clothing. The significance value of 0.000 (<0.05) and a t-value of 6.527 > t-table (1.666) suggest that H0 is rejected and H1 is accepted, meaning there is a strong and significant influence from exposure to Muslim fashion content on the adaptation of modern Muslim clothing, accounting for 37.5% based on the Determination Coefficient result.