i
ABSTRAK
Siti Hanum H.Ilmi. 210110080076. 2012. Hubungan Antara Penyampaian
Informasi Kampanye
“Stop The Traffi
cking of Children and Young
People”
dengan Sikap
Member
terhadap The Body Shop. Feliza Zubair,M.Si sebagai
Dosen Pembimbing Utama dan Evi Novianti,S.Sos.,M.Si
sebagai Pembimbing
Pendamping. Fakultas Ilmu Komunikasi Universitas Padjadjaran Jurusan Ilmu
Hubungan Masyarakat.
Penelitian ini bertujuan untuk mengetahui hubugan antara kualitas pesan
dan kredibilitas komunikator dalam kampanye dengan kognitif, afektif, dan
konatif
Member
The Body terhadap The Body Shop. Teori yang digunakan dalam
penelitian ini adalah
Elaboration Likelihood Model
(ELM). Metode yang
digunakan adalah metode korelasional. Teknik analisis yang digunakan adalah
analisis deskriptif dan inferensial. Sampel diperoleh dengan teknik sampel random
sampling sederhana (
Simple Random Sampling
).
Hasil penelitian menunjukkan bahwa terdapat hubungan yang cukup
berarti antara kualitas pesan dengan kognisi
member
terhadap perusahaan.
Hubungan yang cukup berarti antara kualitas pesan dengan afeksi
member
terhadap perusahaan. Hubungan yang rendah tapi pasti antara antara kualitas
pesan dengan konasi
member
terhadap perusahaan. Hubungan cukup berarti
antara kredibilitas sumber dengan kognisi
member
terhadap perusahaan.
Hubungan yang rendah tapi pasti antara kredibilitas sumber dengan afeksi
member
terhadap perusahaan. Hubungan yang rendah tapi pasti antara kredibilitas
sumber dengan konasi
member
terhadap perusahaan.
Simpulan penelitian ini menunjukan bahwa terdapat hubungan antara
penyampaian informasi Kampanye
“Stop The Traffi
cking of Children and Young
People” dengan Sikap
Member
The Body Shop terhadap The Body Shop. Saran
dapat diberikan adalah lebih memperhatikan isi pesan dengan menggunakan
bahasa sehari-hari dan pemberian
merchandise
sehingga lebih menarik
member
untuk berpartisipasi dan mengajak orang lain.
Skripsi M ahasiswa U niversitas Padjadjaran (I V-2012)
Siti Hanum H. I lmi - Hubungan Antara Penyampaian I nformasi K ampanye... Program Studi I lmu K omunikasi
ii
ABSTRACT
Siti Hanum H.Ilmi. 210110080076. 2012. The Correlation between The
Delivery of Information in
“Stop The Traffi
cking of Children and Young
People”
Campaign with
Member’s
Attitude toward The Body Shop. First Advisor Feliza
Zubair,M.Si., Second Advisor Evy Novianti,S.Sos.,M.Si. Majoring in Public
Relations Studies Communication Science Faculty
Universitas Padjadjaran
.
The purpose of this research is to find the correlation between the quality
of message, source credibility in campaign with member
’s
cognitive, affective,
and conative toward the The Body Shop. Theory that used in this research is
Elaboration Likelihood Model
(ELM).
This research used correlational method.
Analysis technique that used in this research is descriptive analytical and
inferential. Sample is gained by the simple random sampling technique.
The result of research shows that there is significant correlation between
the message quality and member
’s
cognitive towards company.Significant
correlation between the message quality and member
’s
affective towards
company. Low but definite correlation between the message quality and member
’s
conative towards company. Significant correlation between the source credibility
and member
’s
cognitive towards company. Low but definite correlation between
the source credibility and member
’s
affective towards company. Low but definite
correlation between the source credibility and member
’s
conative towards
company.
The conclusion of the research shows that there has a significant
correlational between The Delivery of Information in
“Stop The Traffi
cking of
Children and Young
People”
Campaign with
Member’s
Attitude toward The Body
Shop. Suggestion that can be offered is
focused on message’s content in using
daily speech and merchandise handed otherwise persuade member to participate
and influence others.
Skripsi M ahasiswa U niversitas Padjadjaran (I V-2012)
Siti Hanum H. I lmi - Hubungan Antara Penyampaian I nformasi K ampanye... Program Studi I lmu K omunikasi
