PENGARUH KREATIVITAS KONTEN KAMPANYE LINGKUNGAN PADA TIKTOK @Jerhemynemoo TERHADAP SIKAP PEDULI LINGKUNGAN GENERASI Z DI INDONESIA (Survey Pada Pengguna TikToK Tahun 2025)

Rudin, Mohamadi Bahar (2025) PENGARUH KREATIVITAS KONTEN KAMPANYE LINGKUNGAN PADA TIKTOK @Jerhemynemoo TERHADAP SIKAP PEDULI LINGKUNGAN GENERASI Z DI INDONESIA (Survey Pada Pengguna TikToK Tahun 2025). S1 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kreativitas konten kampanye lingkungan pada akun TikTok @Jerhemynemoo terhadap sikap peduli lingkungan Generasi Z di Indonesia. Latar belakang penelitian ini didasari oleh meningkatnya isu lingkungan dan peran media sosial sebagai platform komunikasi persuasif bagi generasi digital native. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan survei terhadap 100 followers akun TikTok @Jerhemynemoo yang sebagian besar adalah Generasi Z. Hasil analisis regresi linear menunjukkan pengaruh positif dan signifikan antara kreativitas konten terhadap sikap peduli lingkungan (Y = 4,973 + 0,657X; p < 0,001) dengan koefisien determinasi 28,3%. Temuan mengungkapkan bahwa dimensi orisinalitas menjadi yang paling dominan (70-71% respons positif), diikuti oleh interaktivitas (66-70%) dan relevansi (68-69%). Konten @jerhemynemoo berhasil membentuk sikap peduli lingkungan secara komprehensif, mencakup peningkatan kognitif (75% pemahaman isu lingkungan), penguatan afektif (73% tanggung jawab pribadi), dan dorongan konatif (72% intensi berbagi konten). Penelitian ini mengkonfirmasi efektivitas integrasi teoritis Social Cognitive Theory, Elaboration Likelihood Model, dan AISAS dalam menjelaskan mekanisme persuasi di platform TikTok. Implikasi praktisnya memberikan kerangka strategis bagi kreator konten dan pegiat lingkungan dalam mengoptimalkan kampanye lingkungan digital untuk Generasi Z Indonesia.This study aims to analyze the influence of environmental campaign content creativity on the TikTok account @jerhemynemoo toward environmental care attitudes of Generation Z in Indonesia. The research background is based on increasing environmental issues and the role of social media as a persuasive communication platform for digital native generations. Employing a quantitative explanatory approach, a survey was conducted on 100 followers of the @jerhemynemoo TikTok account, predominantly from Generation Z (84% aged 20- 25 years). Linear regression analysis results indicate a positive and significant influence between content creativity and environmental care attitudes (Y = 4.973 + 0.657X; p < 0.001) with a determination coefficient of 28.3%. Findings reveal that the originality dimension is most dominant (70-71% positive responses), followed by interactivity (66-70%) and relevance (68-69%). The content successfully forms comprehensive environmental care attitudes, encompassing enhanced cognitive aspects (75% understanding of environmental issues), strengthened affective components (73% personal responsibility), and conative drives (72% content sharing intention). This research confirms the effectiveness of integrating Social Cognitive Theory, Elaboration Likelihood Model, and AISAS in explaining persuasion mechanisms on the TikTok platform, providing a strategic framework for content creators and environmental activists to optimize digital environmental campaigns for Indonesian Generation Z.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44521010070
Uncontrolled Keywords: Kreativitas Konten, Kampanye Lingkungan, Sikap Peduli Lingkungan, Generasi Z, TikTok.
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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
Divisions: Fakultas Ilmu Komunikasi > Komunikasi Digital
Depositing User: YOSUA EBENEZER PARDEDE
Date Deposited: 11 Oct 2025 06:29
Last Modified: 11 Oct 2025 06:29
URI: http://repository.mercubuana.ac.id/id/eprint/99059

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