Pengaruh Komunikasi Publik Melalui Instagram Tentang Pengelolaan Sampah Plastik terhadap Pengetahuan dan Perilaku Masyarakat di Kecamatan Medan Tuntungan Kota Medan

Abstract

This research aims to see the use of public communication through Instagram, knowledge and behavior of the community in plastic waste management. In addition, it also aims to determine the effect of public communication through Instagram on public knowledge and behavior in plastic waste management. The theories used as an analysis knife are stimulus response theory (S-R Theory) and AIDDA. This research uses a social fact paradigm with a quantitative approach. Data collection was conducted on 100 sample residents in Medan Tuntungan sub district spread across 9 villages selected by cluster random sampling. The data collection technique was carried out by filling out a questionnaire distributed in the form of a google form. The results showed that the Medan Tuntungan sub-district government had carried out public communication in the very effective category, knowledge of plastic waste management in the good category and community behavior in plastic waste management was effective. The results of simple linear regression analysis to test the relationship between public communication through Instagram on public knowledge in plastic waste management show there is a positive and significant influence with a correlation coefficient of 0.826. If the correlation coefficient value is converted to the Guilford scale, it is known that the correlation between variables is in the very strong category. The results of simple linear regression analysis to test the relationship between public communication through Instagram on public behavior in plastic waste management show a positive and significant influence between with a correlation coefficient of 0.707. If the correlation coefficient value is converted to the Guilford scale, it is known that the correlation relationship is in the strong category.