Gracia Natali Sibuea, . (2025) PENGARUH VIDEO CSR FIFGROUP TERHADAP PENGETAHUAN DAN SIKAP (Studi Eksperimen Pada Warga Perumahan Spring Garden Residence Pondok Melati, Bekasi). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of CSR activities is increasing rapidly because it has received a lot of attention from various parties. Therefore, CSR communication is a challenge for companies to avoid negative responses. Negative responses such as skepticism can arise due to the paradox between the nature of the company and the nature of CSR and negative news about the company. This can then present cognitive dissonance in individuals. This study examines the effect of FIFGROUP CSR video on knowledge and attitude using cognitive dissonance theory. Respondents in this study amounted to 16 respondents who were residents of Spring Garden Residence, RT 09/03. Quasi-experimental research and the data compared came from the same respondents. Based on the Paired Sample t-Test Test, it shows that the level of initial knowledge and final knowledge has a difference with a 2-tailed significance value < 0.05 (< 0.001 < 0.05) while the initial attitude and final attitude have no difference with a 2-tailed significance value > 0.05 (0.14 > 0.05) after being given treatment. The results of this study support H1 that there is a difference between initial knowledge and final knowledge about the company given treatment. However, H2 was rejected so that there was no significant difference between the initial attitude and the final attitude of the respondents after being given the treatment. Therefore, it can be concluded that cognitive dissonance in respondents is reduced by the existence of new knowledge, however, cognitive dissonance is reduced by the presence of new knowledge. Therefore, it can be concluded that cognitive dissonance in respondents is reduced by the existence of new knowledge, however, cognitive dissonance is not reduced by the absence of differences in respondents' attitudes after being given treatment in the form of watching FIFGROUP CSR videos.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2110411282] [Pembimbing: Uljanatunnisa] [Penguji 1: Vina Mahdalena] [Penguji 2: Anindita Lintangdesi Afriani] |
| Uncontrolled Keywords: | Knowledge, Attitude, CSR, Cognitive Dissonance, Difference |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| 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: | GRACIA NATALI SIBUEA |
| Date Deposited: | 02 Sep 2025 03:37 |
| Last Modified: | 02 Sep 2025 03:37 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39835 |
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