Pengaruh Pesan Kampanye No Straw Movement Di Media Sosial Terhadap Perubahan Sikap Publik

Abstract

The purpose of this research was to analyze the effect of the #NoStrawMovement message campaign conducted by KFC Indonesia on changes in community attitudes. This research used quantitative research methods by using a questionnaire for 100 Instagram followers @KFCIndonesia. The sampling technique used is nonprobability sample with purposive sampling. The theory used was the theory of attitude change, namely the Reinforcement theory introduced by Hovland, Janis, and Kelly (1967). The data analysis technique used is the Likert scale, linear regression, and t-test and the results data were processed using the SPSS program. The results showed the #NoStrawMovement campaign message had an influence on changes in people's attitudes, seen from the influence of the variable X (campaign message) on variable Y (attitude change) of 0,318, meant the variable X (campaign message) 1 unit will increase the Y variable (attitude change) by 0,318 units. In addition, the coefficient of determination (R2) is 0,462. This proves that the variation of variable Y (attitude change) can be explained with variable X (campaign message) of 46,2% while the other 53.8% are explained by other factors not included in this study.