AL RASYID, LUKMAN HARUN (2023) PENGARUH PROGRAM GERAKAN KAMPANYE #BACAJAKARTA TERHADAP PERILAKU ORANG TUA PADA ANAK (Survey Pada Followers Akun Instagram @Bacajakarta). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The low reading of books in Indonesia increases every year. In this phenomenon, the DKI Jakarta Library and Archive Service (Dispusip) is actively involved as a facilitator and collaboration between parents and children. The DKI Jakarta Dispusip party uses the #bacajakarta campaign movement program to raise awareness of parents towards children who play an important role as companions. This study aims to determine whether there is any influence of the #bacajakarta campaign movement program on parental behavior towards children. The theory used in this study is the S-R theory and the AISAS model. The research methodology used is a quantitative approach, explanatory type, and survey method. The population of this research is followers of the Instagram account @bacajakarta with a total sample of 99 respondents. The sampling technique uses nonprobability sampling and purposive sampling techniques with specified criteria. Data collection techniques through distributing questionnaires that have gone through the stages of validity and reliability testing. The collected data were analyzed using tests, correlations, simple linear regression tests, coefficient of determination tests, and hypothesis testing through the SPSS 26 program. The correlation test shows that between Variable X (campaign) and Variable Y (behavior) has a strong relationship. The results showed that the level of influence of Variable X (campaign) on Variable Y (behavior) was 16.4%, so the Bacajakarta program campaign had a great influence on parents' behavior towards children. The results of the Hypothesis Testing analysis stated that the effect of Variable X (campaign) on Variable Y (behavior) had a large and significant influence. Keywords: Campaign, Behavior, Stimulus-Response Theory Rendahnya membaca buku di Indonesia meningkat setiap tahunnya. Fenomena tersebut pihak dinas perpustakaan dan kearsipan (dispusip) DKI Jakarta ikut serta berperan aktif sebagai fasilitator dan kolaborasi antara orang tua dan anak. Pihak Dispusip DKI Jakarta menggunakan program gerakan kampanye #bacajakarta untuk menumbuhkan kesadaran orang tua terhadap anak sangat berperan penting sebagai pendamping. Penelitian ini bertujuan untuk mengetahui adakah pengaruh program gerakan kampanye #bacajakarta terhadap perilaku orang tua pada anak. Teori yang digunakan dalam penelitian ini yaitu teori Stimulus-Respons dan model AISAS. Metodologi penelitian yang digunakan yaitu pendekatan kuantitatif, jenis eksplanatif, dan metode survei. Populasi penelitian ini adalah pengikut akun Instagram @bacajakarta dengan total sampel 99 responden. Teknik pengambilan sampel menggunakan nonprobability sampling dan teknik purposive sampling dengan kriteria yang ditentukan. Teknik pengumpulan data melalui penyebaran kuesioner yang telah melalui tahapan uji validitas dan reliabilitas. Data yang terkumpul dianalisis dengan menggunakan uji, korelasi, uji regresi linear sederhana, uji koefisiensi determinasi, dan uji hipotesis melalui program SPSS 26. Uji korelasi memperlihatkan bahwa antara Variabel X (kampanye) terhadap Variabel Y (perilaku) memiliki hubungan kuat. Hasil penelitian menunjukkan bahwa tingkat pengaruh Variabel X (kampanye) terhadap Variabel Y (perilaku) bernilai sebesar 16.4%, maka kampanye program bacajakarta memiliki pengaruh yang besar terhadap perilaku orang tua pada anak. Hasil analisis uji hipotesis menyatakan bahwa pengaruh Variabel X (kampanye) terhadap Variabel Y (perilaku) terdapat pengaruh yang besar dan signifikan. Kata kunci: Kampanye, Perilaku, Teori Stimulus-Respons
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