PENGARUH PESAN KAMPANYE INSTAGRAM #MULAIDARIMEJARIAS AVOSKIN TERHADAP SIKAP PEDULI LINGKUNGAN FOLLOWERS INSTAGRAM @AVOSKINBEAUTY

Lidya Damayanti, . (2025) PENGARUH PESAN KAMPANYE INSTAGRAM #MULAIDARIMEJARIAS AVOSKIN TERHADAP SIKAP PEDULI LINGKUNGAN FOLLOWERS INSTAGRAM @AVOSKINBEAUTY. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

[img] Text
ABSTRAK.pdf
Download (188kB)
[img] Text
AWAL.pdf
Download (1MB)
[img] Text
BAB 1.pdf
Restricted to Repository UPNVJ Only
Download (379kB)
[img] Text
BAB 2.pdf
Restricted to Repository UPNVJ Only
Download (283kB)
[img] Text
BAB 3.pdf
Restricted to Repository UPNVJ Only
Download (565kB)
[img] Text
BAB 4.pdf
Restricted to Repository UPNVJ Only
Download (650kB)
[img] Text
BAB 5.pdf
Download (130kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (461kB)
[img] Text
Riwayat Hidup.pdf
Restricted to Repository UPNVJ Only
Download (119kB)
[img] Text
LAMPIRAN.pdf
Restricted to Repository UPNVJ Only
Download (1MB)
[img] Text
HASIL PLAGIARISME.pdf
Restricted to Repository staff only
Download (15MB)
[img] Text
ARTIKEL KI.pdf
Restricted to Repository staff only
Download (751kB)

Abstract

The increasing plastic waste from the beauty industry encourages various local brands to campaign for environmental awareness, one of which is Avoskin through the #MulaidariMejaRias Instagram campaign. This campaign invites people to be more environmentally conscious by starting changes from habits on the dressing table. This study aims to determine the effect of the #MulaidariMejaRias campaign message on the environmental care attitude of @avoskinbeauty Instagram followers. This study uses Martin Fishbein's information integration theory as a theoretical basis. This theory explains that individuals form attitudes based on the accumulation and organization of the information they receive. Information that is considered credible and meaningful will shape attitude tendencies, both positively and negatively towards an object. This research uses an explanatory quantitative approach. The population in this study were 705,950 followers of @avoskinbeauty, with a sample of 100 respondents determined through the Taro Yamane formula and purposive sampling technique. Data collection was carried out using a Google Form questionnaire with a 4-point Likert scale. The normality test results show that the data is normally distributed, significance 0.119. The correlation test shows a significant relationship between campaign messages and environmental care attitudes with a value of 0.694. The simple regression test results show a significance value of 0.001 and a regression coefficient of 0.513, which means that the #MulaidariMejaRias campaign has a significant effect on environmental care attitudes. In addition, the coefficient of determination test results show that the campaign contributes 48.1% to the formation of environmental care attitudes. The #MulaidariMejaRias campaign is proven to be effective in influencing the environmental care attitude of Avoskin followers.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 1810411167] [Pembimbing: Siti Maryam] [Penguji 1: Ana Kuswanti] [Penguji 2: Uljanatunnisa]
Uncontrolled Keywords: campaign, environmental awareness attitude, information integration theory, Instagram, #MulaidariMejaRias
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: LIDYA DAMAYANTI
Date Deposited: 02 Sep 2025 08:00
Last Modified: 02 Sep 2025 08:00
URI: http://repository.upnvj.ac.id/id/eprint/40084

Actions (login required)

View Item View Item