Pengaruh Kredibilitas, Kualitas Pendekatan Emosional, Dan Kualitas Isi Pesan Terhadap Efektivitas Kampanye “Love Myself”



Antonia Meme(1*)

(1) Universitas Atma Jaya Yogyakarta
(*) Corresponding Author

Abstract


A successful social campaign was created from elements such a specific targeted audience, campaign messages, developed theory of change, and use a proper communicator. The elements formulated in the rhetoric theory: credibility, emotions, messages. The elements were conducted in a campaign called “Love Myself” by BTS, a K-pop group. This study was conducted to figure out the effect of credibility, the quality of the emotional approach, and the quality of the messages from K-pop group BTS on the effectiveness of the campaign “Love Myself”. This study uses a rhetoric theory that focuses on the aspects of ethos (credibility), pathos (emotions), and logos (logic). This study uses a survey method, especially an online questionnaire. Non-probability sampling is a sampling technique where not every population has a chance to become a sample. Quota sampling where the quota set first by the researcher. The population is total followers of Twitter account @armyindonesiaa2 and the number of sampling, 395. The analysis technique uses path analysis. The result presents the final model where six relation variables are not significant. Based on the test model, the final model is no longer suitable for use as a research model compared to the hypothetical model. The largest  total effect result, forming from variable effectiveness of the campaign “Love Myself”. The process of this research concluded that the credibility and emotional approach of K-pop group BTS has no contribution to the effectiveness of the campaign “Love Myself”. 


Keywords


credibility, emotional approach, messages, effectiviness campaign

Full Text:

PDF


References

Bruner, Raisa. (2019, October 8). The Mastermind Behind BTS Opens Up About Making a K-pop Juggernaut. TIME. https://time.com/5681494/bts-bang-si-hyuk-interview/. Akses: 16 Juli 2021.

Byrum, K. L. (2014). A comparison of the source, media format, and sentiment in generating source credibility, information credibility, corporate brand reputation, purchase intention, and social media engagement in a corporate social responsibility campaign presented via social media (Order No. 3636772). Available from ABI/INFORM Collection. (1616654089). https://search.proquest.com/docview/1616654089?accountid=44396. Akses: 22 Juli 2019.

Dwi, Kris. (2021, April 3). Sering Bingung, Kenapa Army disebut Fandom Toxic?. Sanepo. https://sanepo.com/kenapa-army-disebut-fandom-toxic/. Akses: 18 Juli 2021.

Gerintya, Scholastica. (2017, Nov 21). 73,7 Persen Anak Indonesia Mengalami Kekerasan di Rumahnya Sendiri

Tirto.id. https://tirto.id/737-persen-anak-indonesia-mengalami-kekerasan-di-rumahnya-sendiri-cAnG. Akses: 5 Juli 2019.

GLOBAL STATUS REPORT ON VIOLENCE PREVENTION 2014. World Health Organization. Luxemburg, 2014. https://www.who.int/violence_injury_prevention/violence/status_report/2014/en/. Akses: 31 Mei 2019.

Griffin, Em., Ledbetter, Andrew., & Sparks, Glenn. (2015). A First Look at Communication Theory (Ed. 9th). NY: McGraw-Hill.

Howard, J. C. (2017). Tweeting is easy, rhetoric's harder: A rhetorical analysis of public political discourse on social media (Order No. 10687269). Available from Publicly Available Content Database. (1984598389). Retrieved from https://www.proquest.com/dissertations-theses/tweeting-is-easy-rhetorics-harder-rhetorical/docview/1984598389/se-2?accountid=44396. Akses: 1 April 2021

Lumsden, Gay & Lumsden, Donald. (2006). Communication with Credibility and Confidence (3rd Ed.) New York: Wadsworth, Cengage Learning.

Muyasaroh, Siti. (2013). KAMPANYE PERUBAHAN SOSIAL: Kesadaran Masyarakat, Aspek Perubahan Kognitif dan Prilaku. https://jurnal.yudharta.ac.id/v2/index.php/HERITAGE/article/download/831/685. Akses: 7 Juli 2019

Olobatuyi, Moses E. (2016). A User’s Guide to Path Analysis. Lanham: University Press Of America.

Perloff, Richard M. (2017). THE DYNAMICS PERSUASION: Communication and Attitudes in the 21st Century (Ed. 6th). New York: Routledge.

Rahardjo, T., Handoko, S., Manurung, P., Listorini, D., Rejeki, MC. S., Putranto., A, ........... Herawati, F. A. (2004). Metode Penelitian Komunikasi – Teori dan Aplikasi. Yogyakarta: Gitanyali.

Ramadhani, Yulaika. (2018, Des 6). 10 Tagar & Akun KPOP Terpopuler twitter 2018: BTS Hingga Blackpink. Tirto.id. https://tirto.id/10-tagar-terpopuler-twitter-2018-bts-recehkantwitter-sampai-exo-da8R. Akses: 18 Juli 2021.

Ramadhani, Yulaika. (2018, Des 6). 10 Tagar Terpopuler Twitter 2018, #BTS #RecehkanTwitter Sampai #EXO. Tirto.id. https://tirto.id/10-tagar-akun-kpop-terpopuler-twitter-2018-bts-hingga-blackpink-da8V. Akses: 18 Juli 2021.

Ramage, John D., Bean. John C., Johnson, June. (2012). Writing Arguments: A Rhetoric with Readings (Ed. 9th). NY: Pearson.

Rice, Ronald E., & Atkin, Charles K. (2013). Public Communication Campaigns (Ed. 4th). New York: Sage Publications.

Sanjaya, Andika., Biyoga, Suswandoyo, & Alunaza, Hardi. (2017). Pemimpin Minoritas dan Strategi Retorika Pathos dalam Kampanye: Analisis Isi Deskriptif Pesan Strategi Retorika dalam Facebook Kampanye Pemilihan Gubernur. Jurnal Komunikasi Indonesia, Volume VI (Nomor 2). https://doi.org/10.7454/jki.v6i2.8917. Akses: 7 Juli 2019.

Siegel, Michael. & Elisa, A. Resnick. (2013). Marketing Public Health: Strategies to promote Social Change (3rd Ed.). Massachusetts: Jones and Bartlett Publishers.

Smith, Aaron C.T.& Stewart, Bob (2014). Introduction to Sport Marketing (2nd ed.). London: Routledge

United Nations Children’s Fund, A Familiar Face: Violence in the lives of children and adolescents, UNICEF, New York, 2017. https://data.unicef.org/resources/a-familiar-face/. Akses: 2 Mei 2019.

West, Richard & Turner Lynn H. (2014). Introducing Communication Theory: Analysis and Application (5th Ed.). New York: McGraw-Hill

https://www.love-myself.org/. Akses 3 Juli 2019




Article Metrics

Abstract views : 739 | views : 504

Refbacks

  • There are currently no refbacks.


Copyright (c) 2021 Jurnal Media dan Komunikasi Indonesia



Department of Communication Science

Faculty of Social and Political Sciences

Universitas Gadjah Mada

 

View My Stats