PENGARUH INTENSITAS, TAMPILAN DAN ISI PESAN POSTER KAMPANYE SOSIAL TERHADAP PERILAKU BERKENDARA MAHASISWA

Abstract

Abstract This research was conducted on students in Muhammadiyah University of Cirebon who were spread in 19 study programs using quantitative methods. The purpose of this research is to know how many effect of message intensity, media appearance and media content to the students behaviour , using social campaigns media in form of posters of raw materials for batik cloth waste. This research found that: (1) the effect of Message Intensity (X1) of safety riding social campaign media to the safety riding behavior of UMC students (Y) was 12.7%, (2)The Effect of Media Appearance (X2) of safety riding social campaign media to the safety riding behavior of UMC students (Y) was 29.2%, (3) The Effect of Media Content (X3) of safety riding social campaign media to the safety riding behavior of UMC students (Y) was 19.4%. The effect of Message Intensity (X1), Media Display (X2) and Media Content (X3) of safety riding social campaign media to the safety riding behavior of UMC students (Y) was 52.9%.
Keywords: Social campaign, Posters, Batik

Penelitian dilakukan terhadap mahasiswa di lingkungan Universitas Muhammadiyah Cirebon yang tersebar di 19 program studi dengan menggunakan metode kuantitatif. Penelitian ini memiliki tujuan mengetahui seberapa besar pengaruh dari intensitas pesan, tampilan media dan isi media terhadap perilaku mahasiswa Universitas Muhammadiyah Cirebon dengan menggunakan media kampanye sosial berupa poster dari bahan baku limbah kain batik. Hasil penelitian menunjukkan bahwa pengaruh Intensitas Pesan (X1) dari media kampanye sosial safety riding terhadap perilaku mahasiswa UMC dalam berkendara aman (Y) sebesar 12,7%. PengaruhTampilan Media (X2) dari media kampanyesosialsafety riding terhadapperilakumahasiswa UMC dalamberkendaraaman (Y) sebesar 29,2%.Pengaruh Isi Media (X3) dari media kampanyesosialsafety riding terhadapperilakumahasiswa UMC dalamberkendaraaman (Y) sebesar 19,4%. PengaruhIntensitasPesan (X1), Tampilan Media (X2) dan Isi Media (X3) secarabersamasamadari media kampanyesosialsafety riding terhadapperilakumahasiswa UMC dalamberkendaraaman (Y) sebesar 52,9%.
Kata Kunci : Kampanye Sosial, Poster, Batik