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

Authors

  • Qhori Anandra Universitas Pembangunan Nasional Veteran Jakarta
  • Uljanatunnisa Uljanatunnisa Universitas Pembangunan Nasional Veteran Jakarta
  • Intan Putri Cahyani Universitas Pembangunan Nasional Veteran Jakarta

DOI:

https://doi.org/10.31504/komunika.v9i2.3421

Keywords:

ELM, Kampanye, Kampus Hijau

Abstract

Meningkatnya jumlah penggunaan kemasan plastik tiap tahun dan diterapkannya program penghijauan oleh pemerintah Indonesia mendasari UPNVJ mencanangkan program “Go Green, No Plastic”. Tujuan penelitian ini adalah untuk mengetahui hubungan antara pesan kampanye “Go Green, No Plastic” yang diterapkan oleh Universitas Pembangunan Nasional “Veteran” Jakarta dengan sikap mahasiswa UPNVJ untuk tidak menggunakan kemasan plastik di lingkungan kampus, menggunakan Theory of Elaboration Likelihood. Data dikumpulkan melalui kuesioner dari 99 responden, yang diseleksi dari 10.011 mahasiswa UPNVJ, dengan menggunakan teknik probability sampling dan proportional stratified sampling. Hipotesis hubungan diuji dengan menggunakan uji korelasi, koefisien determinasi dan uji regresi. Hasil penelitian menunjukkan bahwa terdapat pengaruh pesan kampanye“Go Green, No Plastic” UPN Veteran Jakarta terhadap sikap mahasiswa dalam menggunakan kemasan plastik di lingkungan kampus.

 

 

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Published

2020-12-18

Issue

Vol. 9 No. 2 (2020): KOMUNIKA

Section

Media and Communication

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