PENGARUH KAMPANYE #FORESPONSIBLE TERHADAP SIKAP PEDULI LINGKUNGAN PADA FOLLOWERS INSTAGRAM FORE COFFEE

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Public Relations melakukan bentuk komunikasi multi-teknik untuk menciptakan hubungan yang positif. Kampanye Public Relations merupakan salah satu cara atau jalan organisasi atau perusahaan dalam membangun persepsi baik serta positif dari masyarakat melalui penyampaian pesan untuk memberikan pengertian dan informasi secara berkelanjutan serta mengajak keikutsertaan masyarakat pada program kampanye yang dijalankan dengan metode atau teknik komunikasi yang terencana dan berkesinambungan. Dalam rangka mendukung sikap peduli lingkungan, beberapa perusahaan menunjukkan kepedulian terhadap isu ini, seperti halnya perusahaan Fore Coffee yang secara aktif terlibat dalam kegiatan pelestarian lingkungan. Fore Coffee meluncurkan gerakan kampanye sosial yang mendukung sikap peduli lingkungan, yaitu kampanye lingkungan #FOREsponsible. Kampanye tersebut merupakan wujud komitmen Fore Coffee terhadap ESG (Environmental, Social, and Corporate Governance). Penelitian ini berfokus pada analisis pengaruh kampanye #FOREsponsible terhadap perubahan sikap peduli lingkungan pada pengikut akun Instagram @fore.coffee. Melalui analisis kuantitatif, penelitian ini menguji hipotesis bahwa akun tersebut memiliki pengaruh positif dan signifikan terhadap perubahan sikap pengikutnya di Instagram. Data dikumpulkan melalui survei online yang disebar melalui akun Instagram @fore.coffee. Instrumen penelitian berupa kuesioner yang mengukur tingkat efektifitas dan persepsi terhadap kampanye #FOREsponsible. Data dianalisis menggunakan SPSS dengan teknik regresi linear sederhana dan uji Hipotesis. Hasil penelitian ini memberikan kontribusi dalam pemahaman kampanye Public Relations sebagai salah satu bentuk penyampaian pesan dan informasi.

Public Relations employs a multi-technique form of communication to create positive relationships. A Public Relations campaign is one way or means for organizations or companies to build a favorable and positive perception from the public through the delivery of messages to provide understanding and information continuously, as well as to invite public participation in the campaign programs being run using planned and continuous communication methods or techniques. In order to support a caring attitude towards the environment, several companies have shown their concern for this issue, such as Fore Coffee, which is actively involved in environmental conservation activities. Fore Coffee has launched a social campaign movement that supports a caring attitude towards the environment, namely the #FOREsponsible environmental campaign. This campaign is a manifestation of Fore Coffee's commitment to ESG (Environmental, Social, and Corporate Governance). This research focuses on analyzing the influence of the #FOREsponsible campaign on changes in environmental attitudes among followers of the @fore.coffee Instagram account. Through quantitative analysis, this study tests the hypothesis that the account has a positive and significant influence on changing the attitudes of its followers on Instagram. Data was collected through an online survey distributed through the @fore.coffee Instagram account. The research instrument was a questionnaire that measured the level of effectiveness and perception of the #FOREsponsible campaign. The data was analyzed using SPSS with simple linear regression techniques and hypothesis testing. The results of this study contribute to understanding Public Relations campaigns as one form of delivering messages and information.