PDF in COMMUNICATION & PUBLIC RELATIONS

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By

Muhammad Jordan Valentino Rickardo

11610006

BACHELOR’S DEGREE in

COMMUNICATION & PUBLIC RELATIONS

BUSINESS ADMINISTRATION AND COMMUNICATION

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

Revision after Thesis Defense on 6 July 2020

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Muhammad Jordan Valentino Rickardo STATEMENT BY THE AUTHOR

I hereby declare that this submission is our work and to the best of our knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

______________________________________________

Student

15.06.2020 Date

Approved by:

Dr. phil. Deborah N. Simorangkir, BA., MS.

_____________________________________________

Thesis Advisor

15.06.2020 Date

Dr. Nila K. Hidayat, S.E., M.M.

_____________________________________________

Dean

15.06.2020 Date

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Muhammad Jordan Valentino Rickardo ABSTRACT

CORRELATION OF #PADATEMPATNYA CAMPAIGN OF XXI CINEMA TOWARDS BEHAVIORAL CHANGE TO DISPOSE TRASH IN ITS PLACE

By

Dr. phil. Deborah N. Simorangkir, BA., MS., Advisor SWISS GERMAN UNIVERSITY

This study was conducted to see what kind of correlation of XXI Cinema

#PadaTempatnya campaign exposure and campaign message towards behavior change to dispose of trash in its place.

XXI Cinema is responding to the low awareness of the audiences to dispose of trash in its place by taking the initiative to conduct the #PadaTempatnya campaign to change people's lifestyles to be more concerned with cleanliness especially in cinema studio after watching a movie. The purpose of this study was to find out the correlation of the

#PadaTempatnya campaign message and exposure in changing audience behavior among Swiss German University students.

In this quantitative research, a non-random snowball sample was taken from young adult ranging from 20 to 24 years old age group. A Spearman Correlation Test analysis was used to determine the correlation between independent and dependent variables with a total sample of 115 people. This study found that there was a significant moderate positive correlation between campaign exposure and significant strong positive correlation between campaign messages towards behavioral change to dispose of trash in its place so that it can be said that the campaign is quite effective in changing people's behavior.

Keywords: Campaign Exposure, Campaign Message, Behavior Change to Dispose of Trash in its Place.

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Muhammad Jordan Valentino Rickardo DEDICATION

First of all, I would like to dedicate this thesis work to my mother, my father, and my brother for always supporting me in any conditions. Without their support, it will be

impossible to finish all of my assignments including this thesis.

And last but not least, I would like to dedicate this works to my beloved friends a.k.a Communication and Public Relations Swiss German University Batch 2016, who feel

pains and struggles in completing this thesis, thank you guys!

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Muhammad Jordan Valentino Rickardo ACKNOWLEDGEMENTS

First of all, I would like to thank Allah SWT for the life that He has given to us so that I can complete this work. Second, I would like to say thank you to my mother, and my father, who supported and encouraged me to pass through this semester. Without their support, it will be impossible for me to accomplish my works.

I want to express my gratitude towards Mrs. Deborah Simorangkir for her guidance and knowledge she gave to me especially in working on this thesis. Because without her guidance, this thesis might not have been formed. It might have formed, but I wouldn't know what the results would be.

Wulan Karnia Fitriani, thank you for being a special figure who has accompanied me in the ups and downs of the past 4 years and beyond.

Then for my friends from the Swiss German University majoring in Communication especially intake year 2016 who have felt the weight of the struggle to become a final year student. Thank you for the laughter that you still have time to do in busyness and the burden of your mind, energy, time, even to the extent that it is not uncommon for our allowance to be cut off to complete college assignments.

Well, good luck my friends. See you on top!

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Muhammad Jordan Valentino Rickardo TABLE OF CONTENTS

Page

STATEMENT BY THE AUTHOR 2

ABSTRACT 3

DEDICATION 5

ACKNOWLEDGEMENTS 6

TABLE OF CONTENTS 7

LIST OF FIGURES 10

LIST OF TABLES 11

CHAPTER 1 - INTRODUCTION 13

1.1 Background 13

1.2 Research Problem 16

1.3 Research Question 17

1.4 Research Objective 17

1.5 Significance of Study 18

1.6 Scope and Limitation 18

CHAPTER 2 - LITERATURE REVIEW 19

2.1 Public Relations 19

2.2 Campaign 20

2.2.1 Campaign Forms 20

2.2.2 Campaign Elements 22

2.2.3 Campaign Structuring 22

2.3 Public Relations Campaign 24

2.4 Exposure 25

2.5 Behavior 26

2.5.1 Campaign Towards Behavior 26

2.6 AIDA Model 28

2.7 Previous Studies 31

2.8 Study Differences and Similarities 33

CHAPTER 3 – RESEARCH METHODOLOGY 37

3.1 Methodology 37

3.2 Time Frame of Study 38

3.3 Framework of Thinking 39

3.4 Research Framework 40

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3.5.1 Population 41

3.5.2 Sampling 41

3.6 Data Sources and Collection 43

3.6.1 Questionnaire Design 44

3.7 Variable Operationalization 48

3.8 Hypothesis 53

3.8.1 Data Analysis Pre-Test 54

3.8.1.1 Reliability Pre-Test 54

3.8.1.2 Validity Pre-Test 56

3.8.1.3 Normality Pre-Test 57

CHAPTER 4 – RESULTS AND DISCUSSIONS 59

4.1 Sample Overview 59

4.2 Data Analysis 61

4.2.1 Reliability 61

4.2.2 Validity 63

4.2.3 Normality 65

4.3 Hypothesis Testing 66

4.3.1 The Most Effective Stage of #PadaTempatnya Campaign 66 4.3.2 Correlation Between Campaign Exposure and Behavior Change

to Dispose Trash in Its Place 67 4.3.3 Correlation Between Campaign Exposure and Behavior Change

to Dispose Trash in Its Place 68

4.4 Discussion 68

4.4.1 Cinema 21 #PadaTempatnya as Public Relations Campaign Activity 70 4.4.2 Cinema 21 #PadaTempatnya Campaign Forms 71 4.4.3 Cinema 21 #PadaTempatnya Campaign Elements 71 4.4.4 Cinema 21 #PadaTempatnya Campaign Structuring 72 4.4.5 Cinema 21 #PadaTempatnya Campaign Exposure 74 4.4.6 Cinema 21 #PadaTempatnya Campaign and Behavior Change 74

CHAPTER 5 – CONCLUSION AND RECOMMENDATIONS 76

5.1 Conclusion 76

5.2 Recommendations 78

REFERENCES 81

APPENDICES 84

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Appendix 2 - Reliability Test Results 93

Appendix 3 - Validity Test Results 96

Appendix 4 - Curriculum Vitae 99

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Muhammad Jordan Valentino Rickardo LIST OF FIGURES

Figures Page

1. Plastic Waste Inputs From Land into The Ocean 14

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Muhammad Jordan Valentino Rickardo LIST OF TABLES

Table Page

1. Table 1 : Previous Studies 31

2. Table 2 : Study differences and similarities 33

3. Table 3 : Framework of Thinking 39

4. Table 4 : Research Framework 40

5. Table 5 : Slovin Sample Size Calculation Formula 42

6. Table 6 : Questionnaire Design 44

7. Table 7 : Operationalization Variable 48

8. Table 8 : Spearman Rho Correlation Interpretation 54 9. Table 9 : Reliability Pre-Test for Campaign Exposure 55 10. Table 10 : Reliability Pre-Test for Campaign Message 55 11. Table 11 : Reliability Pre-Test for Behavior 55

12. Table 12 : KMO Value Interpretation 56

13. Table 13 : Validity Pre-Test for Campaign Exposure 56 14. Table 14 : Validity Pre-Test for Campaign Message 56

15. Table 15 : Validity Pre-Test for Behavior 57

16. Table 16 : Normality Test for Pre-Test 58

17. Table 17 : Gender 59

18. Table 18 : Age 60

19. Table 19 : Frequency Visit Cinema 21 in The Past 6 Months 60 20. Table 20 : Reliability Test Campaign Exposure Dimensions 61 21. Table 21 : Reliability Test Campaign Message Dimensions 62 22. Table 22 : Reliability Test Behavior Dimensions 63 23. Table 23 : Validity Test Campaign Exposure Dimensions 63

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25. Table 25 : Validity Test Behavior Dimensions 65

26. Table 26 : Normality Test 65

27. Table 27 : Spearman Correlation Test Campaign Exposure and

Behavioral Change Stages 66

28. Table 28 : Spearman Correlation Test Campaign Message and

Behavioral Change Stages 66 29. Table 29 : Spearman Correlation Test Campaign Exposure and

Behavior Change 67

30. Table 30 : Spearman Correlation Test Campaign Message and

Behavior Change 68