PENGARUH EFEKTIFITAS PROGRAM GERAKAN NOSTRAWMOVEMENT DAN PESAN KAMPANYE INSTAGRAM TERHADAP SIKAP PEDULI LINGKUNGAN MASYARAKAT

ULFAH, LUSIANA (2019) PENGARUH EFEKTIFITAS PROGRAM GERAKAN NOSTRAWMOVEMENT DAN PESAN KAMPANYE INSTAGRAM TERHADAP SIKAP PEDULI LINGKUNGAN MASYARAKAT. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

Campaign, is a series of organized communication activities, both directly and indirectly, with the aim of creating a certain impact on an audience. In running a campaign, the use of social media could becomes one of the tools or media, which is used as a choice in the dissemination of campaign information. This research was conducted to determine and explain the influence of the KFC environmental campaign, The Influence of Effectiveness #NoStrawMovement Program and Instagram Campaign Message towards Enviromental Caring Attitude. (Survey of KFC Mall Sarinah Customer, Jakarta). This type of research is quantitative research with explanative research type. The research method used was survey research, using a questionnaire. The sample for this research are 400 customers of KFC Mall Sarinah, Central Jakarta. The results of this study indicate that there are an influence on the #NoStrawMovement program and the KFC Instagram campaign message towards environmental care attitude of KFC mall sarinah Jakarta customer, it is proven by regression test (using SPSS Ver.20), there are an impact on the #NoStrawMovement program and the KFC Instagram campaign message towards environmental care behaviour KFC mall sarinah Jakarta customer by 60,6%. While the rest is 39.4%, explained by the causes or other correlations that can affect the environmental care attitude of KFC mall sarinah Jakarta customer. Keyword: Public Relations Campaign, Social Media, Attitude. Kampanye, merupakan serangkaian kegiatan komunikasi yang terorganisir, yang dilakukan dengan tujuan untuk menciptakan dampak tertentu terhadap suatu khalayak. Kampanye, dapat disampaikan secara langsung maupun melalui perantara media sosial. Penggunaan media sosial Instagram salah satunya, Instagram dapat digunakan untuk menyampaikan informasi-informasi yang berkaitan dengan kampanye kepada khalayak secara massal. Penelitian ini dilakukan untuk mengetahui dan menjelaskan efektifitas pengaruh dari Program kampanye peduli lingkungan hidup yang diselenggarakan oleh KFC, yaitu program gerakan #NoStrawMovement dan Pesan Kampanye Instagram KFC terhadap sikap peduli lingkungan masyarakat (Survey customer KFC Mal Sarinah Jakarta Pusat). Jenis penelitian ini adalah penelitian kuantitatif dengan tipe penelitian eksplanatif. Metode penelitian yang digunakan adalah penelitian survey, dengan menggunakan kuesioner. Adapun sampel untuk penelitian ini merupakan pelanggan KFC Mal Sarinah Jakarta Pusat yang berjumlah 400 orang. Hasil penelitian ini menunjukan bahwa adanya pengaruh pada program gerakan #NoStrawMovement dan pesan kampanye Instagram KFC terhadap sikap peduli lingkungan masyarakat, dibuktikan dengan uji regresi menunjukan adanya pengaruh program gerakan #NoStrawMovement dan pesan kampanye Instagram KFC terhadap sikap peduli lingkungan masyarakat sebesar 60,6%. Sedangkan sisanya adalah 39,4% dijelaskan oleh sebab-sebab atau hubungan-hubungan yang lain yang dapat mempengaruhi Sikap Peduli Lingkungan Masyarakat. Kata kunci : Kampanye Public Relations, Media Sosial, Sikap.

Item Type: Thesis (S1)
Call Number CD: FK/PR. 19 357
NIM/NIDN Creators: 44215110029
Uncontrolled Keywords: Kampanye Public Relations, Media Sosial, Sikap.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: CALVIN PRASETYO
Date Deposited: 18 Mar 2023 07:14
Last Modified: 18 Mar 2023 07:14
URI: http://repository.mercubuana.ac.id/id/eprint/75287

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