Ananda Astrie Wiguna, . (2025) PENGARUH PESAN KAMPANYE “UBAH JAKARTA” TERHADAP SIKAP PENGGUNAAN TRANSPORTASI UMUM GENERASI Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The high level of activity and mobility of the people in Jakarta has led to the development of infrastructure in this area now being oriented towards public transportation that can connect every region in Jakarta and its surrounding areas. Currently, MRTJ (Mass Rapid Transit Jakarta) is one of the many modes of transportation operating in Jakarta. MRT Jakarta, as one of the public transportation modes, has a campaign called "Ubah Jakarta" aimed at encouraging the people of Jakarta to start switching from private transportation to public transportation. The "Ubah Jakarta" campaign message is presented in several forms, first as the hashtag #ubahjakarta and more recently as the MRT Jingle "Ubah Jakarta." This research aims to determine whether there is an influence of the "Ubah Jakarta" campaign message in its latest form, the MRT Jingle, on the attitude towards public transportation usage among Generation Z. The theory used in this research is the Elaboration Likelihood Model. In this study, a sample of 100 respondents was used. The test results in this study indicate that there is a significant influence of the "Change Jakarta" campaign message in the form of the MRT Jingle on the attitude towards the use of public transportation among Generation Z, with a simple linear test result of 0.000 < 0.05 and a correlation value between variables of 0.819. The determination coefficient test results show a correlation value of R equal to 0.853 and an R-square determination coefficient value of 0.728. The hypothesis test results state that there is a significant influence of the "Change Jakarta" campaign message in the MRT Jingle on the attitude towards the use of transportation among Generation Z.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110411304] [Pembimbing: Rizkiya Ayu Maulida] [Penguji 1: Kusumajanti] [Penguji 2: Siti Maryam] |
| Uncontrolled Keywords: | Campaign Message, Jingle, Attitude, Public Transportation |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications |
| 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: | ANANDA ASTRIE WIGUNA |
| Date Deposited: | 05 Aug 2025 01:30 |
| Last Modified: | 08 Sep 2025 06:26 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39105 |
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