PENGARUH KOMUNIKASI PERSUASIF BOIKOT PRODUK PRO ISRAEL TERHADAP SIKAP MASYARAKAT DI MEDIA SOSIAL X

PERTIWI, RESI HEKA and Thamrin, M. Husni and Elfandari, Safitri (2024) PENGARUH KOMUNIKASI PERSUASIF BOIKOT PRODUK PRO ISRAEL TERHADAP SIKAP MASYARAKAT DI MEDIA SOSIAL X. Undergraduate thesis, Sriwijaya University.

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Abstract

Persuasive communication is a key technique for spreading campaign messages and activism, especially on significant issues like the Israel-Palestine conflict. Boycotts are an effective form of persuasive messaging to voice support for Palestine. This research method uses a descriptive quantitative approach by distributing questionnaires to 100 followers of @erlanishere X account as research samples, based on the Elaboration Likelihood Model (ELM) theory. The results showed that persuasive messages from @erlanishere had a positive and significant impact, influencing 32.2% of people's connitive attitudes on social media X and encouraging active participation in boycotting pro-Israel products. Meanwhile, the remaining 67.8% is influenced by other aspects that were not measured or explained, including user access to various social media platforms, where the information shared may carry similar content but be delivered differently based on user interests, which is not the focus of this study. These findings emphasize the power of persuasive messages in encouraging social media engagement and shaping public attitudes in activism.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Komunikasi Persuasif, Elaboration Likehood Model, Boikot, Sikap Masyarakat
Subjects:	P Language and Literature > P Philology. Linguistics > P87-96 Communication. Mass media
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Resi Heka Pertiwi
Date Deposited:	24 Jan 2025 02:42
Last Modified:	24 Jan 2025 02:42
URI:	http://repository.unsri.ac.id/id/eprint/166743

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