PENGARUH KAMPANYE #FORESPONSIBLE FORE COFFEE DI INSTAGRAM TERHADAP SIKAP PEDULI GERAKAN 3R (REDUCE, REUSE, DAN RECYCLE) (SURVEI PADA PENYUKA UNGGAHAN CARROUSEL INSTAGRAM @FORE.COFFEE TANGGAL 12 JUNI 2024)

NELFINA DARMAWAN, . (2024) PENGARUH KAMPANYE #FORESPONSIBLE FORE COFFEE DI INSTAGRAM TERHADAP SIKAP PEDULI GERAKAN 3R (REDUCE, REUSE, DAN RECYCLE) (SURVEI PADA PENYUKA UNGGAHAN CARROUSEL INSTAGRAM @FORE.COFFEE TANGGAL 12 JUNI 2024). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Kampanye #Foresponsible Fore Coffee yang diunggah pada akun Instagram @fore.coffee dalam unggahan carrousel tanggal 12 Juni 2024 mengajak khalayak untuk berpartisipasi secara aktif dalam menjaga lingkungan dengan mengajak melakukan gerakan 3R (reduce, reuse, dan recycle). Namun, masih banyak perilaku masyarakat yang masih tidak melakukan daur ulang. Penelitian ini bertujuan untuk mengetahui pengaruh kampanye #Foresponsible Fore Coffee di Instagram terhadap sikap peduli gerakan 3R (reduce, reuse, dan recycle) penyuka unggahan carrousel pada akun @fore.coffee tanggal 12 Juni 2024. Penelitian ini menggunakan teori integrasi informasi. Penelitian ini memiliki dua variabel, yaitu kampanye dan sikap. Variabel kampanye memiliki enam dimensi, yaitu goals, objectives, strategies, tactics, climbing towards the goal: the strategic planning ladder, dan initiating the planning process. Variabel sikap memiliki tiga dimensi, yaitu cognitive, affective, dan behavior. Penelitian ini adalah penelitian kuantitatif dengan paradigma positivisme. Jenis penelitian ini adalah penelitian eksplanatif. Populasi yang diambil dari penelitian ini adalah penyuka unggahan carrousel Instagram @fore.coffee tanggal 12 Juni 2024 sebanyak 442 orang dan besaran sampel sebesar 82 responden yang dihitung berdasarkan rumus Slovin. Hasil penelitian ini menunjukkan bahwa kampanye #Foresponsible telah mampu menyampaikan hasil yang hendak dicapai yaitu kebersihan lingkungan hidup serta masalah yang diangkat, yaitu masalah sampah dan kebersihan lingkungan. Selain itu, kampanye #Foresponsible juga menambah wawasan, pengetahuan, serta kepercayaan masyarakat tentang pentingnya menjaga lingkungan. Hal ini didasari dari nilai distribusi frekuensi dan uji univariat. Terakhir, terdapat pengaruh antara kampanye #Foresponsible terhadap sikap peduli gerakan 3R (reduce, reuse, dan recycle) yang didukung berdasarkan hasil uji hipotesis yang menunjukkan bahwa H0 ditolak dan Ha diterima. Kesimpulan dari penelitian ini adalah kampanye #Foresponsible berpengaruh secara positif terhadap sikap peduli gerakan 3R (reduce, reuse, dan recycle) khususnya pada penyuka unggahan carrousel Instagram @fore.coffee tanggal 12 Juni 2024, terkhusus pada pernyataan hasil yang hendak dicapai pada kognitif khalayak. Saran untuk Fore Coffee adalah untuk secara konsisten meningkatkan konten tentang #Foresponsible terkhusus konten yang menggugah emosional khalayak untuk dapat lebih meningkatkan partisipasi khalayak. Oleh karena itu, diperlukan eksplorasi untuk dimensi lainnya, pada penelitian selanjutnya untuk lebih memperdalam pembahasan tentang kampanye dan sikap. Fore Coffee's #Foresponsible campaign, which was uploaded to the Instagram account @fore.coffee in a carrousel upload on June 12 2024, invites the public to actively participate in protecting the environment by inviting them to carry out the 3R movement (reduce, reuse and recycle). However, there are still many people who do not recycle. This research aims to determine the influence of the #Foresponsible Fore Coffee campaign on Instagram on the caring attitude of the 3R movement (reduce, reuse and recycle) who like to upload carrousels on the @fore.coffee account on June 12 2024. This research uses information integration theory. This research has two variables, namely campaign and attitude. Campaign variables have six dimensions, namely goals, objectives, strategies, tactics, climbing towards the goal: the strategic planning ladder, and initiating the planning process. The attitude variable has three dimensions, namely cognitive, affective and behavior. This research is quantitative research with a positivism paradigm. This type of research is explanatory research. The population taken from this research was 442 people who liked the Instagram carrousel upload @fore.coffee on June 12 2024 and the sample size was 82 respondents which was calculated based on the Slovin formula. The results of this research show that the #Foresponsible campaign has been able to convey the results to be achieved, namely environmental cleanliness and the problems raised, namely the problem of waste and environmental cleanliness. Apart from that, the #Foresponsible campaign also increases people's insight, knowledge and confidence about the importance of protecting the environment. This is based on the frequency distribution values and univariate tests. Finally, there is an influence between the #Foresponsible campaign on the caring attitude of the 3R movement (reduce, reuse and recycle) which is supported based on the results of hypothesis testing which shows that H0 is rejected and Ha is accepted. The conclusion of this research is that the #Foresponsible campaign has a positive influence on the caring attitude of the 3R movement (reduce, reuse and recycle), especially among those who like the Instagram carrousel upload @fore.coffee on June 12 2024, especially in the statement of the results to be achieved on the audience's cognitive level. The suggestion for Fore Coffee is to consistently increase content about #Foresponsible, especially content that arouses the audience's emotions to further increase audience participation. Therefore, exploration of other dimensions is needed in further research to further deepen the discussion about campaigns and attitudes.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Dr. Dini Safitri, S.Sos, M.Si. ; 2. Dr. Kinkin Yuliaty Subarsa Putri, S.Sos, M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Nelfina Darmawan .
Date Deposited:	17 Feb 2025 04:19
Last Modified:	17 Feb 2025 04:19
URI:	http://repository.unj.ac.id/id/eprint/52919

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