Pengaruh Kampanye Media Sosial, Norma Subjektif, dan Persepsi Kontrol Perilaku Terhadap Pengelolaan Sampah Berkelanjutan

Isral Isral, Ulfah Ulfah, Wahyu Tri Utami

Abstract


Penelitian ini bertujuan menganalisis pengaruh kampanye media sosial, norma subjektif, dan persepsi kontrol perilaku terhadap pengelolaan sampah berkelanjutan pada masyarakat Kota dan Kabupaten Tangerang yang terpapar konten Pandawara Group. Penelitian menggunakan pendekatan kuantitatif dengan metode explanatory research. Data dikumpulkan melalui kuesioner skala Likert dan dianalisis menggunakan regresi linear berganda. Kerangka teori mengacu pada Theory of Planned Behavior. Hasil penelitian menunjukkan bahwa kampanye media sosial berpengaruh positif dan signifikan terhadap pengelolaan sampah berkelanjutan. Norma subjektif dan persepsi kontrol perilaku berpengaruh secara simultan terhadap pengelolaan sampah berkelanjutan. Temuan ini menegaskan pentingnya kampanye digital dalam membangun kesadaran dan perilaku pro-lingkungan masyarakat urban.

Keywords


kampanye media sosial; norma subjektif; persepsi kontrol perilaku; pengelolaan sampah berkelanjutan.

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DOI: http://dx.doi.org/10.38101/jtbg.v6i1.16690

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