PENGARUH PESAN KAMPANYE “BALI’S BIGGEST CLEAN UP 2023” di INSTAGRAM TERHADAP PERUBAHAN SIKAP FOLLOWERS (Survei terhadap Pengikut Instagram @byebyeplasticbags dalam Mengurangi Penggunaan Kantong Plastik)

RAMADIYANTO, DEO SHANDY (2023) PENGARUH PESAN KAMPANYE “BALI’S BIGGEST CLEAN UP 2023” di INSTAGRAM TERHADAP PERUBAHAN SIKAP FOLLOWERS (Survei terhadap Pengikut Instagram @byebyeplasticbags dalam Mengurangi Penggunaan Kantong Plastik). Other thesis, UPN "Veteran" Yogyajarta.

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Abstract

ABSTRAK
Permasalahan sampah plastik kian marak lantaran dipicu oleh perubahan sikap masyarakat.
Berbagai dampak negatif lain pun mulai bermunculan sehingga turut pula diperlukan
peningkatan kesadaran masyarakat dalam mengatasi permasalahan tersebut salah satunya
melalui kampanye “Bali’s Biggest Clean Up 2023” secara online melalui akun Instagram
@byebyeplasticbags. Penelitian ini bertujuan untuk mengetahui pengaruh pesan kampanye
“Bali’s Biggest Clean Up 2023” di Instagram @byebyeplasticbags terhadap perubahan
sikap pengikutnya dalam mengurangi penggunaan kantong plastik. Metode yang
digunakan adalah kuantitatif korelasional dengan teknik pengumpulan data menggunakan
kuesioner, observasi, dan studi pustaka. Penelitian dilakukan pada pengikut akun Instagram
@byebyeplasticbags yaitu sebanyak 58.900 orang. Penelitian ini menggunakan teknik
sampling yaitu purposive sampling yang menghasilkan 100 sampel. Penelitian ini
menggunakan Teori Integrasi Informasi oleh Martin Fishbein untuk mengkaji bagaimana
sebuah pemrosesan pesan dapat mempengaruhi sikap seseorang. Hasil penelitian
menunjukkan jika pesan kampanye “Bali’s Biggest Clean Up 2023” memiliki pengaruh
yang signifikan terhadap perubahan sikap dengan nilai signifikansi 0,000 yang berarti di
bawah angka nilai <0,05 dengan nilai koefisien korelasi 0,668 yang menunjukkan
hubungan antar variabel yang kuat. Secara parsial, besaran pengaruh pesan kampanye
“Bali’s Biggest Clean Up 2023” di Instagram bagi pengikutnya dalam mengurangi
penggunaan kantong plastik yaitu sebesar 44.6% dan 55.4% sisanya dipengaruhi oleh
faktor lain. Hal ini membuktikan jika Hipotesis Ha diterima yaitu terdapat pengaruh antara
pesan kampanye “Bali’s Biggest Clean Up 2023” di Instagram @byebyeplasticbags
terhadap perubahan sikap pengikutnya dalam mengurangi penggunaan kantong plastik.
Kata Kunci: Pemrosesan Pesan Kampanye, Perubahan Sikap Followers, Teori Intergrasi
Informasi, Pengaruh
ABSTRACT
The problem of plastic waste is increasingly widespread because it is triggered by changes
in people's attitudes. Various other negative impacts have also begun to emerge, so it is
also necessary to increase public awareness in overcoming these problems, one of which
is through the online "Bali's Biggest Clean Up 2023" campaign through the Instagram
account @byebyeplasticbags. This study aims to determine the effect of the campaign
message "Bali's Biggest Clean Up 2023" on Instagram @byebyeplasticbags on changes in
the attitude of its followers in reducing the use of plastic bags. The method used is
quantitative correlation with data collection techniques using questionnaires, observation,
and literature study. The research was conducted on followers of the Instagram account
@byebyeplasticbags, namely 58,900 people. This study used a sampling technique, namely
purposive sampling, which produced 100 samples. This research uses Information
Integration Theory by Martin Fishbein to examine how a message processing can affect a
person's attitude. The results of the study show that the campaign message "Bali's Biggest
Clean Up 2023" has a significant influence on changes in attitude with a significance value
of 0.000, which means that the value is <0.05 with a correlation coefficient of 0,668 which
indicates a strong relationship between variables. Partially, the influence of the "Bali's
Biggest Clean Up 2023" campaign message on Instagram for its followers in reducing the
use of plastic bags is 44.6% and the remaining 55.4% is influenced by other factors. This
proves that if the Ha Hypothesis is accepted, there is an influence between the campaign
message "Bali's Biggest Clean Up 2023" on Instagram @byebyeplasticbags on changes in
the attitude of its followers in reducing the use of plastic bags.
Keywords: Processing of Campaign Messages, Changes in Followers' Attitudes,
Information Integration Theory, Influence

Item Type: Thesis (Other)
Uncontrolled Keywords: Processing of Campaign Messages, Changes in Followers' Attitudes, Information Integration Theory, Influence
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User: Eko Yuli
Date Deposited: 21 Sep 2023 01:44
Last Modified: 21 Sep 2023 01:44
URI: http://eprints.upnyk.ac.id/id/eprint/37599

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