ALFIKRI, JEFI HANA and Alfatih, Andy and Ilham, Muhammad Hidayatul (2023) PENGARUH EFEKTIVITAS PESAN KAMPANYE KRISIS PERUBAHAN IKLIM PADA KONTEN INSTAGRAM @EXTINCTIONREBELLION.ID TERHADAP SIKAP KEPEDULIAN LINGKUNGAN (STUDI TERHADAP FOLLOWERS AKUN INSTAGRAM @EXTINCTIONREBELLION.ID). Undergraduate thesis, Sriwijaya University.
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Abstract
ABSTRAK Perubahan iklim merupakan sebuah bencana alam yang disebabkan oleh kerusakan lingkungan yang semakin parah. Melalui media sosial Instagram secara persuasif extinction rebellion mengkampanyekan isu perubahan iklim kepada masyarakat. Penelitian ini bertujuan untuk mengetahui pengaruh efektivitas pesan yang di sampaikan oleh akun instagram @extinctionrebellion.id terhadap sikap kepedulian lingkungan. Penelitian ini menggunakan teori efektivitas pesan yang dikemukakan oleh Perloff dan teori kepedulian lingkungan oleh Stern dan Diez. Metode penelitian menggunakan analisis kuantitatif deskriptif dan statistik. Sampel penelitian berjumlah 116 responden, diperoleh melalui penyebaran kuesioner dengan teknik random sampling. Hasil dari penelitian diketahui terdapat pengaruh efektivitas pesan terhadap kepedulian lingkungan sebesar 18.3%, dengan hubungan korelasi sebesar 0.428 yang berarti korelasi sedang dan bentuk hubungan yang positif sedangkan analisis deskriptif variabel efektivitas pesan memiliki kategori yang baik dan variabel kepedulian lingkungan memiliki kategori sangat baik. hasil analisis regresi linier sederhana diperoleh nilai signifikansi sebesar 0.000 dan nilai (t hitung 5.049) > (t tabel 1.980) sehingga disimpulkan H1 diterima dan H0 ditolak. Kata Kunci: Efektivitas pesan, Kampanye, Komunikasi, Kepedulian lingkungan ABSTRACT Climate change is a natural disaster caused by increasingly severe environmental damage. Through social media Instagram persuasively extinction rebellion campaigns the issue of climate change to the public. This study aims to determine the effect of the effectiveness of messages conveyed by the Instagram account @extinctionrebellion.id on environmental awareness. This study uses message effectiveness theory proposed by Perloff and environmental awareness theory by Stern and Diez. The research method uses descriptive quantitative analysis and statistics. The research sample totaled 116 respondents, obtained through distributing questionnaires with techniques of random sampling. The results of the research show that there is an effect of message effectiveness on environmental awareness of 18.3%, with a correlation of 0.428 which means that the correlation is moderate and the form of a positive relationship while the descriptive analysis of the message effectiveness variable has a good category and the environmental concern variable has a very good category. The results of simple linear regression analysis obtained a significance value of 0.000 and the value (t count 5.049) > (t table 1.980) so that it is concluded that H1 is accepted and H0 is rejected. Keywords: Message effectiveness, campaign, communication, environmental concern
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kampanye, Lingkungan, Perubahan Iklim |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications > HE7601-8700.9 Telecommunication industry. Telegraph H Social Sciences > HE Transportation and Communications > HE9713-9715 Cellular telephone services industry. Wireless telephone industry |
| Divisions: | 07-Faculty of Social and Politic Science > 70201-Communication Science (S1) |
| Depositing User: | Jefi Hana Alfikri |
| Date Deposited: | 06 Apr 2023 02:09 |
| Last Modified: | 06 Apr 2023 02:09 |
| URI: | http://repository.unsri.ac.id/id/eprint/93292 |
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