Pengaruh Pesan Kampanye Sosial #PakaiSampaiHabis di Instagram Terhadap Sikap Ramah Lingkungan

Nurkholifah, Lili (2024) Pengaruh Pesan Kampanye Sosial #PakaiSampaiHabis di Instagram Terhadap Sikap Ramah Lingkungan. Sarjana (S1) thesis, Universitas Islam 45 Bekasi.

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Abstract

The development of the beauty industry in Indonesia increasingly adds new problems and issues for the environment, namely the increase in beauty product waste and people's consumptive attitudes. Beauty product waste if not processed properly what happens is that it will have a bad impact on the environment and beauty waste becomes difficult to decompose. To reduce excess waste and foster a sense of responsibility attitude towards the consumption of beauty products that have been purchased, Instagram account @lyfewithless held a #UseUntilFinished campaign movement on Instagram. The purpose of this study was to determine the effect of the #UseUntilFinished social campaign on Instagram @lyfewithless on environmentally friendly attitudes to followers. This study used the descriptive quantitative method, primary data obtained through the distribution of questionnaires to 100 followers of @lyfewithless accounts, while secondary data was obtained through literature studies. The data analysis techniques used are simple linear regression, coefficient of determination, and partial significance test. The results of this study showed that the campaign message #UseUntilFinished affected 69,8%.

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