Sandra Tresnayadi, - (2021) PENGARUH CELEBRITY ENDORSER TERHADAP MINAT BERDONASI ONLINE SEBAGAI BENTUK CAPAIAN KEGIATAN PKN KEMASYARAKATAN. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Abstrak: Berbagai macam problematika kerap terjadi di Indonesia dari mulai bencana alam hingga permasalahan sosial. Menurut Humas BNBP, terdapat 10.817 kejadian bencana alam yang terjadi dalam kurun waktu 30 tahun terakhir (1982-2012). Selain itu Badan Pusat Statistik (BPS) mengungkapkan persentase penduduk miskin di Indonesia pada September 2019 sebesar 9,22%. Permasalahan-permasalahan tersebut tentunya membutuhkan partisipasi serta keterlibatan aktif masyarakat dalam membantu, salah satunya melalui donasi secara online. Berdonasi secara online mulai marak digaungkan terlebih ketika celebrity endorser dijadikan strategi untuk menarik perhatian khalayak. Hal tersebut yang melatarbelakangi hadirnya penelitian ini dengan tujuan untuk meninjau sejauh mana pengaruh antara celebrity endorser terhadap minat berdonasi online. Dalam konteks keilmuan Pendidikan Kewarganegaraan, melakukan donasi online merupakan salah satu bentuk capaian PKn Kemasyarakatan yang memiliki titik fokus pada interaksi dan partisipasi warga negara. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif survei. Sampel penelitian berjumlah 100 orang yang merupakan Followers Akun Instagram Kitabisacom. Instrumen penelitian berupa angket dengan menggunakan skala likert, yang telah di uji validitas dan reliabilitas. Untuk menentukan hasil penelitian dilakukan teknik analisis deskriptif, serta melakukan uji normalitas, linearitas, dan uji regresi. Hasil penelitian menunjukan bahwa celebrity endorser memiliki pengaruh signifikan terhadap minat berdonasi online sebagai bentuk capaian kegiatan PKn Kemasyarakatan. Penggunaan celebrity endorser sebagai strategi dalam menumbuhkan minat berdonasi online dapat terus dilakukan sebagai wujud keterlibatan aktif warga negara. Abstract: Various kinds of problems often occur in Indonesia, ranging from natural disasters to social problems. According to BNBP Public Relations, there were 10,817 natural disasters that occurred in the last 30 years (1982-2012). In addition, the Central Statistics Agency (BPS) revealed that the percentage of poor people in Indonesia in September 2019 was 9.22%. These problems certainly participate and active involvement of the community in helping, one of which is through online donations. Donating online is starting to be widely echoed, especially when celebrity endorsers are used as a strategy to attract attend the public. This is the background for exist this study with the aim of reviewing extend the influence of celebrity endorsers on online donation interest. In the scientific context of Citizenship Education, making online donations is a form of Community Civics Education achievement that has a focus on citizen interaction and participation. This study uses a quantitative approach with a descriptive survey method. The research sample is 100 people who are Kitabisacom Instagram Account Followers. The research instrument is a questionnaire using a Likert scale, which has been tested for validity and reliability. To decide the results of the study, descriptive analysis techniques were used, as well as normality, linearity, and regression tests. The results of the study show that celebrity endorsers have a significant influence on online donation interest as a form of achievement of Community Civics activities. The use of celebrity endorsers as a strategy in growing interest in online donations can continue to be carried out as a form of active citizen involvement. Keyword: Celebrity Endorser, Interest of Online Donation, Community Civic.
| Item Type: | Thesis (S1) |
|---|---|
| Uncontrolled Keywords: | Celebrity Endorser, Minat Berdonasi Online, PKn Kemasyarakatan. |
| Subjects: | H Social Sciences > HT Communities. Classes. Races J Political Science > J General legislative and executive papers L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Pendidikan Kewarganegaraan |
| Depositing User: | Sandra Tresnayadi |
| Date Deposited: | 21 Jul 2021 04:29 |
| Last Modified: | 21 Jul 2021 04:29 |
| URI: | http://repository.upi.edu/id/eprint/62412 |
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