Wardah Salsabila, . (2025) EFEKTIVITAS PESAN KAMPANYE BOIKOT, DIVESTASI, DAN SANKSI (BDS) TERHADAP PERILAKU PENGIKUT AKUN INSTAGRAM @GERAKANBDS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study aims to determine the extent to which the effectiveness of Boycott, Divestment, and Sanctions (BDS) campaign messages influences the behavior of followers of the Instagram account @gerakanbds. This research employs a quantitative approach using a survey method involving 399 respondents who are active followers of the @gerakanbds account. The sample was selected using a simple random sampling technique. The research instrument was a questionnaire, and the data were analyzed using simple linear regression with the help of SPSS. The main theoretical frameworks used are the Componential Campaign Model. The results show that the effectiveness of BDS campaign messages has a significant influence on follower behavior. A regression coefficient of 0.498 with a significance value of < 0.001 indicates that the more effective the campaign messages, the greater the behavioral participation of followers, including stages of awareness, interest, trial, and adoption of boycott behavior. This study recommends that the @gerakanbds account managers enhance the quality of campaign messages through content that is more contextual, communicative, and aligned with follower characteristics.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 2110411195] [Pembimbing: Rini Riyantini] [Penguji 1: Yani Hendrayani] [Penguji 2: Ahmad Zakki Abdullah] |
| Uncontrolled Keywords: | BDS campaign, behavior followers, instagram, message effectiveness, social media. |
| Subjects: | H Social Sciences > HV Social pathology. Social and public welfare H Social Sciences > HX Socialism. Communism. Anarchism |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | WARDAH SALSABILA |
| Date Deposited: | 22 Aug 2025 03:20 |
| Last Modified: | 22 Aug 2025 03:21 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39036 |
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