CAHYANINGTYAS, BERLIANA (2025) PENGARUH KAMPANYE BOIKOT PRODUK ISRAEL PADA AKUN INSTAGRAM @GERAKANBDS TERHADAP SIKAP FOLLOWERS. S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (621kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (307kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (242kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (490kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (403kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (106kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (212kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (612kB) |
Abstract
The Israel-Palestine conflict remains a global issue that continues to draw significant attention, including in Indonesia. One of the international community's responses is the Boycott, Divestment, and Sanctions (BDS) movement against Israel, aimed at pressuring Israel to end its occupation of Palestine. In Indonesia, the BDS campaign has gained relevance due to the high level of social media activity, particularly on Instagram. The digital campaigns on the Instagram account @gerakanbds have the potential to influence the attitudes of @gerakanbds followers toward avoiding the use of Israeli products. The purpose of this study is to measure and explain the influence of the boycott campaign against Israeli products on the Instagram account @gerakanbds on the attitudes of its followers. This study applies the Stimulus-Response (S-R) Theory framework. The independent variable (X) in this research is digital campaign, while the dimensions are exposure, engagement, influence, and action. The dependent variable (Y) is attitude, which includes cognitive, affective, and conative dimensions. The study adopts a positivist paradigm, using a survei method with a quantitative approach. The population of the study comprises the followers of the Instagram account @gerakanbds, with a sample of 100 respondents. The sampling technique used is non-probability sampling through purposive sampling. The results of the study indicate that the t-test shows a t-value of 25.445 > ttable value of 1.984, meaning that the null hypothesis (Ho) is rejected, and the alternative hypothesis (Ha) is accepted. This confirms that the boycott campaign against Israeli products on the Instagram account @gerakanbds significantly influences the attitudes of its followers. The coefficient of determination (R Square) is 0.869, indicating that 86.9% of the digital campaign variable (X) affects the followers' attitude variable (Y). Keywords: Digital Campaign, Social Media, Followers Attitude, Gen Z Konflik Israel-Palestina terus menjadi isu global yang memicu perhatian luas, termasuk di Indonesia. Salah satu respon masyarakat internasional adalah gerakan boikot, divestasi, dan sanksi (BDS) terhadap Israel, yang bertujuan untuk menekan pendudukan Israel atas Palestina. Di Indonesia, kampanye BDS semakin relevan dengan tingginya aktivitas masyarakat di media sosial, terutama di platform Instagram. Dengan adanya kampanye digital di akun Instagram @gerakanbds, dapat mempengaruhi sikap followers akun @gerakanbds dalam menghindari penggunaan produk Israel. Tujuan dari penelitian ini adalah untuk mengukur dan menjelaskan pengaruh kampanye boikot produk Israel pada akun Instagram @gerakanbds terhadap sikap followers. Penelitian ini menggunakan kerangka teori Stimulus Response (S-R). Variabel X yang digunakan dalam penelitian ini adalah kampanye digital dengan dimensi (exposure, engagement, influence, dan action) dan variabel Y yang digunakan adalah sikap dengan dimensi (kognatif, afektif, dan konatif). Penelitian ini menggunakan paradigma positivistik, dengan menggunakan metode penelitian survei, pendekatan kuantitatif. Populasi dalam penelitian ini adalah followers akun Instagram @gerakanbds dengan sampel sebanyak 100 responden. Teknik penarikan sampel menggunakan non probability sampling dengan cara sampel purposive sampling. Hasil penelitian menunjukkan bahwa uji t menunjukkan t hitung 25,445 > t tabel 1,984 sehingga dapat dinyatakan Ho ditolak dan Ha diterima yang artinya terdapat pengaruh kampanye boikot produk Israel pada akun Instagram @gerakanbds terhadap sikap followers. Hasil koefisien determinasi (R Square) 0,869 artinya 86,9% variabel kampanye digital (X) dalam mempengaruhi variabel sikap followers (Y). Kata Kunci: Kampanye Digital, Media Sosial, Sikap Followers, Gen Z
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FK/KD. 25 004 |
| NIM/NIDN Creators: | 44521010029 |
| Uncontrolled Keywords: | Kampanye Digital, Media Sosial, Sikap Followers, Gen Z |
| 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 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 > Komunikasi Digital |
| Depositing User: | khalimah |
| Date Deposited: | 23 Jan 2025 05:19 |
| Last Modified: | 23 Jan 2025 05:19 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/93720 |
Actions (login required)
 |
View Item |
