Pengaruh Komunikasi Persuasif Hubungan Masyarakat Balai Teknik Perkeretaapian Kelas I Medan Terhadap Kesadaran dan Kepatuhan Keselamatan Masyarakat di Perlintasan Sebidang Kota Medan

Abstract

This study aims to analyze the influence of persuasive communication conducted by the Public Relations (PR) Unit of Balai Teknik Perkeretaapian (BTP) Kelas I Medan on public awareness and compliance with safety regulations at level crossings in the city of Medan. The theoretical framework employed in this research is the Elaboration Likelihood Model, integrated with theories of awareness and compliance. This research adopts a quantitative method with an explanatory approach, involving a sample of 385 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to examine the direct and indirect effects among variables. The findings indicate that persuasive communication significantly influences both safety awareness and compliance, and that awareness significantly mediates the relationship between persuasive communication and compliance. This study affirms the relevance of the Elaboration Likelihood Model in explaining shifts in attitudes and public safety awareness at level crossings through persuasive messages delivered by BTP Medan's PR team. The study contributes to the development of policies and educational strategies related to public safety, particularly at level crossings.