Hubungan antara Sajian Informasi dalam Kampanye Forever Against Animal Testing dengan Sikap Peduli Followers terhadap Hewan

Abstract

Abstract. Animal Testing is a trial activity of a product against animals. Animals are used as tools for product experiments. As one of the living things that support the environmental balance, animals need to be protected. The Body Shop organizes a Forever Against animal Testing campaign on social media Instagram. By presenting information in campaigns related to animal testing. This papper study about "The Relationship Between Information Presentation In The Forever Against Animal Testing Campaign With A Caring Attitude of Followers Toward Animals". The purpose is to know how the relationship between information presentation with  the indicator are information valence and information weight in Forever Against Animal Testing campaign through Instagram with cognition, affection, and conation attitude toward animals. For this reason, the writing was reviewed based on the results of the research that uses quantitative methods with correlational approach. The theory used is Information Integration from Martin Feishben. The sample is active followers of Instagram @thebodyshopindo account of 257 people obtained from simple random sampling technique. The results of this study there are a significant relations between the presentation of information in the campaign forever against animal testing with caring attitude followers toward animals; there are a significant relations between the valence of information and the weight of information in the forever against animal testing campaign with cognition, affection, and conation toward the animals.

Keywords: Forever Against Animal Testing Campaign, Instagram, Information Valence, Information Weight, , Caring Attitude.

Abstrak. Animal Testing adalah kegiatan uji coba suatu produk terhadap hewan. Hewan dijadikan alat untuk dilakukannya eksperimen produk. Sebagai salah satu makhluk hiudp yang menunjang keseimbangan lingkungan, hewan perlu untuk dilindungi. The Body Shop melakukan kampanye Forever Against animal Testing di media sosial Instagram. Dengan menyajikan informasi-informasi dalam kampanye yang berkaitan dengan animal testing. Berdasarkan latar belakang masalah tersebut, maka tulisan ini  menelaah tentang hubungan antara sajian informasi dalam kampanye forever against animal testing dengan sikap peduli followers terhadap hewanâ€. Tujuannya yakni untuk mengetahui hubungan antara sajian informasi dengan indikator valensi informasi dan bobot informasi dalam kampanye Forever Against Animal Testing melalui Instagram dengan sikap kognisi, afeksi, dan konasi  followers terhadap hewan. Untuk itu, tulisan dikaji berdasarkan hasil penelitian yang menggunakan metode kuantitatif dengan pendekatan korelasional. Teori yang digunakan adalah Integrasi Informasi dari Martin Feishben. Sampelnya yaitu followers aktif akun Instagram @thebodyshopindo sebanyak 257 orang diperoleh dari teknik sampling acak sederhana. Hasil penelitian menunjukan terdapat hubungan yang cukup berarti antara sajian informasi dalam kampanye forever against animal testing dengan sikap peduli followers terhadap hewan; terdapat hubungan yang cukup berarti antara valensi informasi dan bobot informasi dalam kampanye forever against animal testing dengan kognisi, afeksi, dan konasi followers terhadap hewan.

Kata Kunci : Kampanye Forever Against Animal Testing, Valensi Informasi, Bobot Informasi, Instagram, Sikap Peduli.