PENGARUH KAMPANYE DIGITAL "PAWSITIVE IMPACT FOR STRAY CATS" BRAND KULA TERHADAP SIKAP PEDULI KESEJAHTERAAN HEWAN PADA FOLLOWERS

AZZAHRA, RIANDINI AURELI (2025) PENGARUH KAMPANYE DIGITAL "PAWSITIVE IMPACT FOR STRAY CATS" BRAND KULA TERHADAP SIKAP PEDULI KESEJAHTERAAN HEWAN PADA FOLLOWERS. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The development of digital technology has transformed public communication, including the use of short-form videos as a medium for social campaigns. TikTok has become an effective platform for delivering messages quickly and emotionally. KULA utilizes this trend through the “Pawsitive Impact for Stray Cats” campaign to raise awareness about stray cat welfare through collaboration, educational content, and donation initiatives. This study aims to examine the influence of the campaign on followers' attitudes toward animal welfare on TikTok @storyofkula. This research employs the Stimulus-Organism-Response (S-O-R) theory, with digital campaign dimensions consisting of exposure, engagement, influence, and action, and attitude dimensions including cognitive, affective, and conative aspects. The theory is used to explain how campaign stimuli are processed by audiences and lead to attitude change. The research method uses a quantitative approach through a questionnaire survey of 100 respondents selected using purposive sampling in the campaign period 1 – 31 January 2025. Data collection was carried out using an instrument totaling 62 items based on a 1–5 Likert scale. Data analysis was carried out descriptively through simple linear regression tests, t tests, correlation tests, and coefficient of determination tests. The findings show that the t-value of 14.050 exceeds the t-table value of 1.66055, with a significance level of 0.000 and an R² of 66.8%. Thus, the digital campaign has a significant influence on attitudes toward animal welfare. Keywords: Digital Campaign, Attitude, Animal Welfare, Tiktok, Brand Perkembangan teknologi digital mengubah cara komunikasi publik sebagai media kampanye sosial. TikTok menjadi platform yang efektif untuk menyampaikan pesan secara emosional dan cepat. KULA memanfaatkan tren ini melalui kampanye “Pawsitive Impact for Stray Cats” untuk meningkatkan kesadaran tentang kesejahteraan kucing jalanan melalui kolaborasi, konten edukatif, dan donasi. Penelitian ini bertujuan mengetahui pengaruh kampanye digital tersebut terhadap sikap peduli kesejahteraan hewan pada pengikut TikTok @storyofkula. Penelitian ini menggunakan teori Stimulus-Organism-Response (S-O-R) dengan dimensi kampanye digital meliputi exposure, engagement, influence, dan action, serta dimensi sikap yang mencakup aspek kognitif, afektif, dan konatif. Teori ini digunakan untuk melihat bagaimana stimulus kampanye dapat diproses oleh audiens dan menghasilkan perubahan sikap. Metode penelitian menggunakan pendekatan kuantitatif melalui survei kuesioner terhadap 100 responden yang dipilih dengan purposive sampling pada kampanye periode 1 – 31 Januari 2025. Pengumpulan data dilakukan dengan menggunakan instrumen berjumlah 62 item berbasis skala Likert 1–5. Analisis data dilakukan secara deskriptif melalui uji regresi linear sederhana, uji t, uji kolerasi, serta uji koefisien determinasi. Hasil penelitian menunjukkan bahwa nilai t hitung 14,050 > t tabel 1,66055 dan signifikansi 0,000, dengan R² sebesar 66,8%. Dengan demikian, kampanye digital berpengaruh signifikan terhadap sikap peduli kesejahteraan hewan. Kata Kunci: Kampanye Digital, Sikap, Kesejahteraan Hewan, Tiktok, Brand

Item Type:	Thesis (S1)
NIM/NIDN Creators:	44222010117
Uncontrolled Keywords:	Kampanye Digital, Sikap, Kesejahteraan Hewan, Tiktok, Brand
Subjects:	000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.5 Campaigns for Nominations/Kampanye
Divisions:	Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User:	khalimah
Date Deposited:	06 Jan 2026 02:02
Last Modified:	06 Jan 2026 02:02
URI:	http://repository.mercubuana.ac.id/id/eprint/100482

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