Hubungan Terpaan Iklan Produk Fashion di Majalah Remaja dan Interaksi Peer Group terhadap Perilaku Konsumtif Remaja dalam Berpakaian

Abstract

Many advertisement from the producer of fashion product shown on the magazine bring teenagers to consumptive behaviour. More over, influence of peer group that makes fashion product advertisement attack become strong and causing the teenager try every new fashion product that shown on the magazine. This phenomenon is interested to observe the relation of fashion product advertisement's attack shown on the teen magazine and interaction of peer group to how teenager behave consumptively on dressed. In order to support this observation, it is using mass media effect theory who declare that strength and mass media effect makes public influenced by reality that happened. Social Study Theory by Albert Bandura declared that a behaviour could be studied not only by experience but also imitated (Monks dkk, 1989:109). The aim of this observation is to get information the relation between fashion product advertisement's attack shown on the teen magazine and interaction of peer group to how teenagers behave consumptively on dressed. Method of this observation is exlanatory observation type. Population that observed are teenagers at Semarang aged 13-18 years old. The samples are 44 students of Senior High School 3 Semarang using proportional random sampling for it method. The result shows there is a relation between fashion product advertisement's attack shown on the teen magazine (X1). Where fashion product advertisement's attack increases as high as level of how teenagers behave consumptively on dressed (Y). Besides that, it is obvious there is realtion between peer group interaction (X2) and how teenagers behave consumptively on dressed. Where interaction between teenagers on peer group increases as high as teenagers behaviour consumptively on dressed. From Kendall's W test, the result of Chi Square is 11,341 > Xtable with 1% level of trust, it is about 9,210. It means that this result answered the aim of the observation. There is significant relation between fashion product advertisement'a attack shown on the teen magazine and interaction of peer group to behaviour of consumptive teenagers on how they dressed. Keywords : Fashion Product Ads, Peer Group Interraction, Consumer Behavior