Ryan Marthin Hamonangan, . (2026) PENGARUH TERPAAN PESAN SAMPAH PLASTIK AKUN INSTAGRAM @GREENPEACEID TERHADAP ENVIRONMENTAL AWARENESS GENERASI Z. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The worsening increase in plastic waste in Indonesia has prompted environmental organizations such as Greenpeace Indonesia to become increasingly vocal in conducting digital campaigns through social media, particularly Instagram, to raise environmental awareness among Generation Z, who are familiar with the platform. This study aims to determine the influence and extent of the impact of plastic waste messages from the @greenpeaceid Instagram account on Generation Z’s environmental awareness, using McQuail’s (2010) media exposure theory as the primary framework and Klapper’s (1960) selective exposure theory as a complementary framework to explain the mechanisms of audience selectivity in processing messages. The research method employed was a survey using an explanatory quantitative approach. The study population consisted of Generation Z individuals who had been following the @greenpeaceid Instagram account since at least early 2025, with a sample size of 200 participants calculated using the Slovin formula. The results show that media exposure has a positive and significant effect on Generation Z’s environmental awareness, accounting for 22.1%, while the remainder is influenced by variables outside the scope of this study. These findings also confirm the validity of media exposure and selective exposure theories in explaining the process of shaping Generation Z’s environmental awareness through social media.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411161] [Pembimbing: Anindita Lintangdesi Afriani] [Penguji 1: Rini Riyantini] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | Environmental awareness, Message Exposure, Generation Z, Greenpeace Indonesia |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| 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: | RYAN MARTHIN HAMONANGAN |
| Date Deposited: | 02 Sep 2026 08:23 |
| Last Modified: | 02 Sep 2026 08:23 |
| URI: | http://repository.upnvj.ac.id/id/eprint/52684 |
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