ZAAHRA OKTA MUFADILLA, . (2025) PENGARUH PESAN PERSUASIF PADA KAMPANYE “PLASTIC ALBUM SINS” DARI @KPOP4PLANET TERHADAP REASONED ACTION PENGGEMAR K-POP UNTUK MEMBATASI PEMBELIAN ALBUM FISIK (Studi Kuantitatif pada konten Instagram tanggal 18 Oktober 2024). Sarjana thesis, UNIVERSITAS N EGERI JAKARTA.
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Abstract
Kampanye “Plastic Album Sins” dari akun Instagram @Kpop4Planet merupakan bentuk komunikasi persuasif yang memanfaatkan pesan-pesan ajakan untuk membatasi pembelian album fisik. Pesan persuasif dalam kampanye ini dirancang untuk memengaruhi cara penggemar berpikir dan bertindak terhadap perilaku konsumtif yang berdampak pada lingkungan. Penelitian ini bertujuan untuk mengukur pengaruh pesan persuasif dalam kampanye “Plastic Album Sins” terhadap Reasoned Action penggemar K-Pop untuk membatasi pembelian album fisik. Dengan didasarkan pada Theory of Reasoned Action (TRA) yang menjelaskan bahwa niat untuk melakukan suatu tindakan dipengaruhi oleh sikap terhadap perilaku, norma sosial, dan persepsi kontrol. Pendekatan yang digunakan adalah kuantitatif dengan metode survei. Data dikumpulkan melalui kuesioner daring yang disebarkan kepada pengikut akun @Kpop4Planet yang telah melihat konten kampanye “Plastic Album Sins” yang diunggah pada 18 Oktober 2024. Teknik pengambilan sampel menggunakan teknik purposive sampling dan analisis data dilakukan menggunakan uji regresi linear sederhana dengan bantuan SPSS versi 27. Hasil penelitian menunjukkan bahwa pesan persuasif pada kampanye “Plastic Album Sins” dari @Kpop4Planet berpengaruh signifikan terhadap Reasoned Action penggemar K-pop untuk membatasi pembelian album fisik. Penggemar menilai bahwa pesan disampaikan secara jelas, menarik dan menyentuh emosional. Meskipun demikian, sebagian Penggemar merasa isi pesan belum sepenuhnya memberikan alasan kuat untuk segera mengubah perilaku konsumsi album fisik. Penelitian ini menyimpulkan bahwa pesan persuasif mampu membentuk Reasoned Action penggemar K-Pop. Namun, agar kampanye memiliki dampak yang lebih kuat, peneliti menyarankan agar penyampaian pesan perlu memperkuat sisi penekanan ajakan secara eksplisit. Kata Kunci: Pesan Persuasif, Reasoned Action, Kampanye Komunikasi Publik, Penggemar K-Pop, Theory of Reasoned Action The “Plastic Album Sins” campaign from the Instagram account @Kpop4Planet is a form of persuasive communication that uses messages encouraging fans to limit their purchases of physical albums. The persuasive messages in this campaign are designed to influence how fans think and act in relation to consumptive behavior that impacts the environment. This study aims to measure the influence of persuasive messages in the “Plastic Album Sins” campaign on K-Pop fans' Reasoned Action to limit the purchase of physical albums. Based on the Theory of Reasoned Action (TRA), which explains that the intention to perform an action is influenced by attitudes toward behavior, social norms, and perceived control. The approach used is quantitative with a survey method. Data was collected through an online questionnaire distributed to followers of the @Kpop4Planet account who had viewed the “Plastic Album Sins” campaign content uploaded on October 18, 2024. The sampling technique used purposive sampling, and data analysis was conducted using simple linear regression analysis with the assistance of SPSS version 27. The results of the study indicate that the persuasive messages in the “Plastic Album Sins” campaign from @Kpop4Planet significantly influence the Reasoned Action of K-pop fans to limit the purchase of physical albums. Fans assessed that the messages were conveyed clearly, attractively, and emotionally. However, some Fans felt that the content of the messages did not fully provide strong reasons to immediately change their consumption behavior regarding physical albums. This study concludes that persuasive messages can shape the Reasoned Action of K-pop fans. However, to enhance the campaign's impact, the researcher suggests that the message delivery should emphasize the call to action more strongly. Keywords: Persuasive Messages, Behavioral Intentions, Public Communication Campaigns, K-Pop Fans, Theory of Reasoned Action
Item Type: | Thesis (Sarjana) |
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Additional Information: | 1). Dr. Wiratri Anindhita M.Sc 2). Sandy Allifiansyah, M.A, Ph.D |
Subjects: | Ilmu Sosial > Komunikasi |
Divisions: | FIS > S1 Ilmu Komunikasi |
Depositing User: | Zaahra Okta Mufadilla . |
Date Deposited: | 05 Aug 2025 06:39 |
Last Modified: | 05 Aug 2025 06:39 |
URI: | http://repository.unj.ac.id/id/eprint/57953 |
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