PENGARUH PESAN KAMPANYE #LOVEAVOSKINLOVEEARTH DI MEDIA SOSIAL TERHADAP KESADARAN PELESTARIAN LINGKUNGAN (Studi Korelasi pada Pengikut Akun Instagram @avoskinbeauty)

• Main Author: Salma Hanifah, - (Author)
• Format: Book
• Published: 2023-08-25.
• Subjects: Thesis; NonPeerReviewed
• Online Access: Link Metadata
• Notes: http://repository.upi.edu/105473/1/S_IKOM_1900021_Title.pdf; http://repository.upi.edu/105473/2/S_IKOM_1900021_Chapter%201.pdf; http://repository.upi.edu/105473/3/S_IKOM_1900021_Chapter%202.pdf; http://repository.upi.edu/105473/4/S_IKOM_1900021_Chapter%203.pdf; http://repository.upi.edu/105473/5/S_IKOM_1900021_Chapter%204.pdf; http://repository.upi.edu/105473/6/S_IKOM_1900021_Chapter%205.pdf; http://repository.upi.edu/105473/7/S_IKOM_1900021_Appendix.pdf
• Keywords: H Social Sciences (General); HN Social history and conditions. Social problems. Social reform

Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh pesan kampanye #LoveAvoskinLoveEarth di Instagram @avoskinbeauty terhadap kesadaran pelestarian lingkungan. Penelitian ini dilakukan berdasarkan pada laporan Badan Pusat Statistik dimana Indonesia mengalami pertumbuhan pesat pada pasar kosmetik sebanyak 7% di tahun 2021. Namun pertumbuhan pasar yang pesat ternyata diimbangi dengan meningkatkan sampah plastik dari industri kecantikan. Industri kecantikan banyak menggunakan wadah plastik dan kaca sebagai kemasan yang mirisnya tidak bisa didaur ulang, dan mengakibatkan penumpukan di pembuangan akhir serta berdampak ke ekosistem perairan. Melihat fenomena ini, brand Avoskin sebagai salah satu perusahaan kecantikan hadir menunjukkan komitmen dan tanggung jawabnya terhadap alam, dengan mengadakan program kampanye untuk mengajak konsumennya lebih peduli dan sadar dengan isu lingkungan. Berlandaskan pada teori S-O-R (stimulus - organism - repsonse), pesan kampanye mengandung beberapa aspek agar pesan yang diterima dapat dipahami serta menimbulkan dorongan untuk perubahan perilaku. Kata kunci: Pesan Kampanye, Teori S-O-R, Brand Avoskin, Kesadaran This study aims to determine how much influence the message of the #LoveAvoskinLoveEarth campaign on Instagram @avoskinbeauty has on awareness of environmental preservation. This research was conducted based on a report from the Central Statistics Agency where Indonesia experienced rapid growth in the cosmetics market by 7% in 2021. However, this rapid market growth was offset by an increase in plastic waste from the beauty industry. The beauty industry uses a lot of plastic and glass containers as packaging which unfortunately cannot be recycled, and results in accumulation in final disposal and has an impact on aquatic ecosystems. Seeing this phenomenon, the Avoskin brand as a beauty company is here to show its commitment and responsibility to nature, by holding a campaign program to invite consumers to be more concerned and aware of environmental issues. Based on the S-O-R theory (stimulus - organism - response), campaign messages contain several aspects so that the message received can be understood and generates encouragement for behavior change. Keywords: Campaign Messages, S-O-R Theory, Brand Avoskin, Awareness