Analisis Elaboration Likelihood Theory Pada Kampanye “Go Green, No Plastic” Universitas Pembangunan Nasional Veteran Jakarta

Abstract

The increasing number of plastic uses every year and the implementation of green program by the Indonesian government have made UPNVJ launch a “Go Green, No Plastic” program. The purpose of this research is to examine the relationship between the message of the campaign and the students’ attitudes towards plastic uses throughout campus, using the theory of elaboration likelihood. Data was collected from 99 respondents, who got selected out of 10.011 UPN “Veteran” Jakarta students, using probability sampling techniques and proportional stratified sampling. The hypothesized relationship was assessed by using correlation tests, coefficient of determination and regression tests. The results confirm the relationship between the “Go Green, No Plastic”campaign message and UPNVJ students’ attitudes towards plastic uses on campus.