PENGARUH PESAN KAMPANYE #JELAJAHIJAKARTA OLEH PT MRT JAKARTA TERHADAP PERUBAHAN PERILAKU PENGIKUT INSTAGRAM @MRTJKT UNTUK MENGGUNAKAN TRANSPORTASI PUBLIK

Putri Nabillah, . (2024) PENGARUH PESAN KAMPANYE #JELAJAHIJAKARTA OLEH PT MRT JAKARTA TERHADAP PERUBAHAN PERILAKU PENGIKUT INSTAGRAM @MRTJKT UNTUK MENGGUNAKAN TRANSPORTASI PUBLIK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

Traffic problems in Jakarta have become an everyday occurrence. The use of public transportation is one means that can be used to reduce the problems. One of the public transportations, namely MRT Jakarta, is carrying out the #JelajahiJakarta campaign on its social media, one of which is Instagram @mrtjkt. The #JelajahiJakarta campaign is an effort to encourage people to use public transportation. This research aims to determine the influence of the #jelajahijakarta campaign on changes in the behavior of instagram followers @mrtjkt when using public transportation using the Hierarchy of Effects theory. This theory pays special attention to the effect of messages on audiences through cognitive, effective, and conative stages. The method used in this research is explanatory quantitative by distributing questionnaires to 100 respondents, namely followers of the Instagram account @mrtjkt. The results of this research show that the #JelajahiJakarta campaign has an influence of 64.5% on the behavior of Instagram followers @mrtjkt to use public transportation. The results of the simple linear regression test indicated that the regression coefficient value obtained was positive at 1.087, which indicated that the direction of the relationship between variables X and Y was unidirectional. The results of the hypothesis test show that the calculated t value is 13,340 > t table 1.665, so it can be concluded that Ho is rejected and Ha is accepted. which means that there is an influence on the #JelajahiJakarta campaign message by PT MRT Jakarta on changes in the behavior of Instagram followers @mrtjkt to use public transportation.

Item Type: Thesis (Skripsi)
Additional Information: [No.Panggil: 2010411106] [Pembimbing: Bekti Istiyanto] [Penguji 1: Drina Intyaswati] [Penguji 2: Putrawan Yuliandri]
Uncontrolled Keywords: Campaign Message, Community Behavior, Public Transportation, Hierarchy of Effects Theory..
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: PUTRI NABILLAH
Date Deposited: 13 Sep 2024 08:06
Last Modified: 13 Sep 2024 08:06
URI: http://repository.upnvj.ac.id/id/eprint/32633

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