Pengaruh Pesan Kampanye Covid-19 #BerubahUsirWabah Terhadap Behavioral Intention Melalui Perceived Risk

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Rachim, Maharani Aliefya (2021) Pengaruh Pesan Kampanye Covid-19 #BerubahUsirWabah Terhadap Behavioral Intention Melalui Perceived Risk. UGP-Thesis thesis, LSPR Communication and Business Institute.

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Official URL: http://elibrary.lspr.ac.id/lsprperpus/index.php?p=...

Abstract

Tujuan utama dari penelitian ini adalah untuk menguji dan menganalisis pengaruh pesan kampanye Covid-19 #BerubahUsirWabah terhadap behavioral intention melalui perceived risk pada masyarakat DKI Jakarta dengan menggunakan pendekatan deskriptif kuantitatif. Data dalam penelitian ini diperoleh dari hasil kuesioner yang telah disebarkan kepada 170 masyarakat DKI Jakarta yang mengetahui kampanye Berubah Usir Wabah yang dilakukan oleh Kementerian Kesehatan, USAID, dan PT XL Axiata Tbk. Selanjutnya, analisis data dalam penelitian ini menggunakan metode statistik regresi linier sederhana dengan bantuan software IBM SPSS Statistics 26. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh secara positif dan signifikan antara pesan kampanye terhadap Behavioral Intention. Dimana perceived risk dalam penelitian ini ditemukan mampu memediasi secara parsial hubungan antara pesan kampanye terhadap Behavioral Intention.

Kata kunci: Pesan Kampanye, Perceived Risk, Behavioral Intention, COVID- 19.

Item Type:	Thesis (UGP-Thesis)
Uncontrolled Keywords:	Public Relations
Subjects:	H Social Sciences > HT Communities. Classes. Races
Divisions:	Faculty of Communication, Communication Studies > Public Relations & Digital Communication
Depositing User:	Ms Kartika S
Date Deposited:	04 Jan 2024 06:30
Last Modified:	15 Jan 2024 08:16
URI:	http://repository.lspr.ac.id/id/eprint/1649

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