Pengaruh Kampanye Media Sosial BDS (Boycott, Divestment & Sanctions) Movement Terhadap Sikap Kesadaran Boikot Followers Instagram @gerakanbds

RIZKA HUMAIRA DHESVINA, . (2024) Pengaruh Kampanye Media Sosial BDS (Boycott, Divestment & Sanctions) Movement Terhadap Sikap Kesadaran Boikot Followers Instagram @gerakanbds. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Kampanye media sosial adalah suatu tindakan yang dapat mempengaruhi khalayak untuk mengubah kepercayaan, pandangan, sikap dan perilaku melalui pesan yang telah disampaikan oleh komunikator. Seperti halnya kampanye yang dilakukan oleh Omar Bargouhti selaku founder dari BDS Movement yang berhasil digaungkan di beberapa platform media sosial. Tujuan dari dibentuknya BDS Movement secara khusus menginginkan adanya perubahan sikap followers menjadi lebih baik dengan cara mendukung berakhirnya tindakan diskriminasi, kolonialisasi, dan kependudukan Israel di wilayan Palestina melalui boikot. Tujuan penelitian ini untuk mengetahui adanya pengaruh kampanye media sosial BDS Movement terhadap sikap kesadaran boikot followers Instagram @gerakanbds. Teori yang digunakan adalah teori disonansi kognitif yang merupakan bagian dari teori komunikasi bahwa seseorang memiliki dua sikap yang tidak konsisten, maka sikap akan termotivasi untuk mengubah salah satunya. Penelitian ini memiliki dua variabel, di antaranya variabel kampanye media sosial sebagai variabel independen dan variabel sikap sebagai variabel dependen. Variabel kampanye media sosial memiliki lima dimensi, yaitu developing campaign goal(s), audiences, campaign SMART objectives, strategies, dan tactics. Sedangkan variabel sikap memiliki tiga dimensi, yaitu cognitive, affective, dan behavioural. Penelitian ini menggunakan paradigma positivisme dengan pendekatan kuantitatif dan metode survei penelitian. Jenis penelitian ini menggunakan deskriptif untuk menjelaskan peristiwa atas suatu objek. Jumlah populasi dalam penelitian ini sebanyak 44.700 dengan sampel penelitian berjumlah 100 responden. Teknik pengambilan sampel penelitian ini menggunakan rumus slovin. Adapun teknik analisis data penelitian ini untuk mengolah data menggunakan teknik univariate dan bivariate uji asumsi dasar regresi dan analisis regresi.Hasil penelitian ini menyatakan bahwa terdapat pengaruh signifikan kampanye media sosial BDS Movement terhadap sikap kesadaran boikot followers Instagram @gerakanbds, yang menunjukkan bahwa H0 ditolak dan Ha diterima. Kampanye media sosial BDS Movement dilakukan melalui akun Instagram @gerakanbds memiliki taktik sebagai dimensi dengan mean tertinggi untuk menarik dukungan followers melalui rencana himbauan boikot atas pendekatan informasi ter-update yang dapat diakses melalui media sosial Instagram @gerakanbds dan beberapa pintu peluang taktik lainnya dalam meraih empati khalayak. Selain itu sikap followers juga menunjukkan adanya pembentukan sikap dalam meningkatkan kesadaran pentingnya boikot melalui dimensi dengan nilai mean tertinggi, yaitu affective yang memicu adanya perubahan emosi melalui visualisasi yang kuat dan pesan konsisten melalui teori disonansi kognitif, yang mulanya negatif menjadi positif setelah terpapar pada suatu objek, sehingga membentuk kepercayaan sebagai sebuah pembenaran. Kampanye media sosial BDS Movement dinyatakan memiliki pengaruh signifikan terhadap sikap kesadaran boikot yang dibuktikan melalui uji asumsi dasar regresi yang mendapatkan hasil data 0.200 yang berdistribusi normal dan linear yang menunjukkan pola garis teratur secara linear. Serta melalui uji analisis regresi yang mendapatkan hasil nilai signifikansi 0.000 < 0.05, sehingga dinyatakan berpengaruh antara variabel kampanye media sosial terhadap variabel sikap. Kesimpulan penelitian ini adalah terlihat bahwa dukungan followers Instagram @gerakanbds terhadap boikot dipengaruhi besar oleh dimensi affective yang memberikan sikap empati melalui perasaan emosional individu. Namun meskipun terdapat dukungan yang tinggi, taktik yang diberikan melalui kampanye BDS Movement masih perlu diperbaharui melalui keterbaharuan dukungan dari platform Instagram yang terus bertransformasi hingga dapat memunculkan beragam fitur-fitur baru yang memudahkan masyarakat dalam mengakses informasi. Saran untuk penelitian selanjutnya, agar dapat menggali topik kampanye media sosial kepada masyarakat sehingga membuat sikap kognitif, afektif, dan perilaku terhadap followers menjadi lebih maksimal dalam mempersuasi informasi kampanye secara lebih aktif. Kata Kunci: Kampanye Media Sosial, Sikap, dan BDS Movement A social media campaign is an action that can influence the audience to change their beliefs, views, attitudes and behaviors through the message that has been conveyed by the communicator. As well as the campaign carried out by Omar Bargouhti as the founder of BDS Movement which has been successfully echoed on several social media platforms. The purpose of the BDS Movement specifically wants to change the attitude of followers for the better by supporting the end of Israeli discrimination, colonization, and occupation in the Palestinian territories through a boycott. The purpose of this study is to find out the influence of the BDS Movement social media campaign on the awareness of boycott @gerakanbds Instagram followers. The theory used is the cognitive dissonance theory which is part of the communication theory that a person has two inconsitent attitudes, then the attitude will be motivated to change one of them. This study has two variables, including the social media campaigns variable as an independent variable and the attitude variable as a dependent variable. Social media campaigns variable has five dimensions, namely developing campaign goal(s), audiences, campaign SMART objectives, strategies, and tactics. Meanwhile attitude variables have three dimensions, namely cognitive, affective, and behavioural. This study uses a positivism paradigm with a quantitative approach and research survey method. This type of research uses descriptive to explain events on an object. The total population in this study is 44.700 with a research sample of 100 respondents. The sampling technique of this study uses the slovin formula. The data analysis techniques of this study are to process data using univariate and bivariate techniques, basic regression analysis. The results of this study stated that there was a significant influence of the BDS Movement social media campaign on the awareness attitude of Instagram followers boycott @gerakanbds, which showed that H0 was rejected, and Ha was accepted. The BDS Movement social media campaign is carried out through Instagram accounts @gerakanbds has tactics as the dimension with the highest meaning to attract followers support through a boycott appeal plan for an updated information approach that can be accessed through social media Instagram @gerakanbds and several other tactical opportunities in achieving audience empathy. In addition, the attitude of followers also shows the formation of attitudes in increasing awareness of the importance of boycott through the dimension with the highest mean value, namely affective which triggers emotional changes through strong visualization and consistent messages through cognitive dissonance theory, which is initially negative becomes positive after exposure to an object, thus forming trust as a justification. The BDS Movement social media campaign was declared to have a significant influence on the attitude of boycott awareness as evidence by the regression basic assumption test which obtained the result of 0.200 data that was normally and linear distributed which showed a linear regular line pattern. And through a regression analysis test that obtained a significance value of 0.000 < 0.05, so that it was declared to have an effect between the variables of social media campaigns on attitude variables. The conclusion of this study is that the support of Instagram followers @gerakanbds for the boycott is greatly influenced by the affective dimension that provides an empathetic attitude through individual emotional feelings. However, despite the high support, the tactics provided through the BDS Movement campaign still need to be updated through the renewal of support from the Instagram platform which continues to transform to be able to emerge a variety of new features that make it easier for people to access information. Suggestions for further research are to be able to explore the public so that cognitive, affective, and behavioural attitudes towards followers become more optimal in persuading campaign information more actively. Keywords: Social Media Campaigns, Attitude, and BDS Movement

Item Type:	Thesis (Sarjana)
Additional Information:	1) Dr. Vera Wijayanti Sutjipto, M.Si. 2) Dr. Elisabeth Nugrahaeni P, M.Si.
Subjects:	Ilmu Sosial > Komunikasi
Divisions:	FIS > S1 Ilmu Komunikasi
Depositing User:	Rizka Humaira Dhesvina .
Date Deposited:	18 Feb 2025 07:32
Last Modified:	18 Feb 2025 07:32
URI:	http://repository.unj.ac.id/id/eprint/53023

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