Rickardo, Muhammad Jordan Valentino and Simorangkir, Deborah Nauli (2020) Correlation of #PadaTempatnya Campaign of XXI Cinema Towards Behavioral Change To Dispose Trash in Its Place. Bachelor thesis, Swiss German University.

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Abstract

This study was conducted to see what kind of correlation of XXI Cinema #PadaTempatnya campaign exposure and campaign message towards behavior change to dispose of trash in its place. XXI Cinema is responding to the low awareness of the audiences to dispose of trash in its place by taking the initiative to conduct the #PadaTempatnya campaign to change people's lifestyles to be more concerned with cleanliness especially in cinema studio after watching a movie. The purpose of this study was to find out the correlation of the #PadaTempatnya campaign message and exposure in changing audience behavior among Swiss German University students. In this quantitative research, a non-random snowball sample was taken from young adult ranging from 20 to 24 years old age group. A Spearman Correlation Test analysis was used to determine the correlation between independent and dependent variables with a total sample of 115 people. This study found that there was a significant moderate positive correlation between campaign exposure and significant strong positive correlation between campaign messages towards behavioral change to dispose of trash in its place so that it can be said that the campaign is quite effective in changing people's behavior.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Campaign Exposure; Campaign Message; Behavior Change to Dispose of Trash in its Place
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD59 Public relations H Social Sciences > HF Commerce > HF5415 Consumer Behavior
Divisions:	Faculty of Business Administration and Communication > Department of Communication and Public Relations
Depositing User:	Faisal Ifzaldi
Date Deposited:	02 Nov 2020 14:09
Last Modified:	02 Nov 2020 14:09
URI:	http://repository.sgu.ac.id/id/eprint/1929

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