Persepsi Efektivitas Pesan Lingkungan tentang Pelestarian Hutanmelalui Instagram @lindungihutan
DOI:
https://doi.org/10.29244/jskpm.v9i1.1259Keywords:
Instagram, mixed method, persepsi efektivitas pesan, pesan lingkunganAbstract
Penelitian ini bertujuan untuk menganalisis persepsi efektivitas pesan (Perceived Message Effectiveness/PEP) dari kampanye pelestarian hutan yang disampaikan melalui akun Instagram @lindungihutan. Pendekatan yang digunakan adalah sequential mixed method (QUAN→qual), dengan dominasi data kuantitatif dan pelengkap data kualitatif. Sebanyak 146 responden dilibatkan untuk menjawab kuesioner online terkait framing pesan, keterlibatan isu, persepsi risiko lingkungan, dan persepsi efektivitas pesan. Hasil uji Mann-Whitney menunjukkan bahwa framing pesan tidak memberikan perbedaan signifikan terhadap PEP (p > 0,05), sementara keterlibatan isu dan persepsi risiko lingkungan berpengaruh signifikan (p < 0,05). Data kualitatif dari enam informan menunjukkan bahwa framing positif mendorong pemahaman kognitif, sedangkan framing negatif menimbulkan respons emosional. Keterlibatan isu dan persepsi risiko tinggi membangun efikasi diri dan dorongan bertindak. Integrasi data melalui joint matrix display memperlihatkan bahwa karakteristik psikografis memediasi persepsi pesan. Penelitian ini memberikan kontribusi teoritis pada pengembangan komunikasi lingkungan berbasis media sosial serta implikasi praktis bagi desain pesan kampanye yang lebih efektif.
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