VIONITA, FINA AL (2021) PENGARUH KAMPANYE FOREVER AGAINST ANIMAL TESTING TERHADAP CITRA PERUSAHAAN DI THE BODY SHOP INDONESIA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Consumers began to looking for compositions in the cosmetics they use based on the use of animals as testers for their products or animal based ingredients. So from there, consumers begin to sort out products that are more responsible for their surroundings and their environment. This makes the PR of a company carry out public relations activities, which is a Campaign or Kampanye. In carrying out their public relations activities, a PR pays attention to the interests of the public (audiences). A campaign in the scope of PR represents an action, a planned communication effort to get the support of a large audience / many carried out by people or organizations in an organized manner in a decision-making process and carried out continuously within a certain period of time. This study uses a positivist paradigm because it wants to see the causal relationship between variables. Researchers want to see the effect of Forever Against Animal Testing messages on corporate image. The aim of this research is descriptive correlation through survey method. This study also analyzed the data obtained by simple regression analysis. The results showed that the campaign message in body shop products only had an influence level of 31.4% on image while the rest was caused by other factors such as knowing or not The Body Shop products, Time, accounts and social media for consumers.. Keywords : Communication, Campaign, Image of Company Kosumen mulai mencari komposisi pada kosmetik yang digunakannya dikarenakan penggunaan hewan sebagai Tester produk mereka ataupun berbahan hewani. Sehingga darisitu konsumen mulai memilah milah produk yang lebih bertanggung jawab pada keadaan sekitar maupun lingkungannya. Hal ini menjadikan PR dari suatu perusahaan melakukan kegiatan kehumasan salah satunya campaign atau kampanye. Dalam menjalankan kegiatan kehumasannya, seorang PR memperhatikan kepentingan (khalayak) publik. Kampanye dalam ruang lingkup PR merupakan serangkaian tindakan, usaha komunikasi yang terencana untuk mendapatkan dukungan dari khalayak yang besar/banyak yang di buat/lakukan oleh orang atau organisasi secara teroganisir dalam suatu proses pengambilan keputusan dan dilakukan secara berkelanjutan dalam kurun waktu tertentu. Penelitian ini menggunakan paradigma positivis karena ingin melihat hubungan sebab akibat antar variabel. Peneliti ingin mengetahui pengaruh pesan kampanye Forever Against Animal Testing Terhadap Citra Perusahaan. Tujuan dari penelitian ini adalah deskriptif kolerasional melalui metode survey. Penelitian ini juga menganalisis data yang diperoleh dengan analisis regresi sederhana. Hasil penelitian menunjukan bahwa pesan kampanye dalam produk the body shop hanya memiliki tingkat pengaruh sebesar 31,4% terhadap citra sedangkan sisanya disebabkan oleh faktor lain seperti mengetahui atau tidak produk the body shop, jam, akun dan social media bagi konsumen.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44216010136 |
| Uncontrolled Keywords: | Communication, Campaign, Image of Company |
| Subjects: | 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik 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 300 Social Science/Ilmu-ilmu Sosial > 320 Political dan Government Science/Ilmu Politik dan Ilmu Pemerintahan > 324 Political Process/Proses Politik > 324.9 Political Campaigns/Kampanye Politik |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Dede Muksin Lubis |
| Date Deposited: | 30 Oct 2023 06:15 |
| Last Modified: | 30 Oct 2023 06:15 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83539 |
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