Umasugi, Rianda Triaditya (2023) Efektivitas Kampanye Anti-Pelecehan Seksual Terhadap Tingkat Kesadaran Pengguna Angkutan Umum PT. Transportasi Jakarta (Survei di Lingkungan Komunitas Busway Fans Club). S1 thesis, Universitas Kristen Indonesia.
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Abstract
Keamanan dan kenyamanan merupakan prioritas utama saat menggunakan transportasi umum sebagai moda transportasi untuk menunjang kehidupan masyarakat. Namun nyatanya saat menggunakan transportasi umum tidak jarang terjadi kejahatan seksual yang dirasakan oleh pengguna Transportasi Jakarta (Transjakarta). Setelah mendapat perlakuan tidak menyenangkan seperti itu, para korban tidak melaporkan kepada pihak Transjakarta dan lebih memilih untuk mengunggah kejadian pelecehan tersebut di media sosial pribadi. Untuk menjalani hal ini, PT. Transportasi Jakarta melakukan tindakan prefentif melalui kampanye anti-pelecehan seksual di berbagai media seperti konvesional hingga media sosial untuk menunjukan keseriusan perusahaan dalam menangani pelecehan-seksual. Kampanye dengan isi pesan yang berfokus pada sistem lapor ini membuat peneliti tertarik untuk melihat keefektivan kampanye melalui media konvensional yakni petugas kampanye yang dinamakan sandwichman, petugas lapangan mengenakan kaus anti-pelecehan seksual di setiap hari jumat dan menempelkan stiker di setiap armada bus terhadap tingkat kesadaran pengguna yaitu komunitas Busway Fans Club (BFC). Tujuan penelitian ini adalah untuk melihat apakah kampanye anti-pelecehan seksual yang dilakukan oleh PT. Transportasi Jakarta berjalan efektif dan bagaimana hubungan efektivitas kampanye anti pelecehan seksual terhadap kesadaran anggota komunitas BFC. Metode penelitian ini menggunakan metode survei kuantitatif deskriptif dengan menggunakan teori AIDA sebagai pisau analisis. Hasil dari penelitian ini adalah terdapat hubungan yang efektif antara kampanye (variabel X) terhadap tingkat kesadaran komunitas BFC (variabel Y) dan hubungannya bersifat saling berkaitan satu sama lain dengan pernyataan kampanye memiliki efek yang berkontribusi sebesar 74,5% terhadap tingkat kesadaran komunitas BFC. Lalu koefisien regresi kampanye sebesar 0,668 menyatakan bahwa setiap penambahan 1% nilai kampanye, maka nilai tingkat kesadaran bertambah sebesar 0,668, hasil ini memiliki arah hubungan sangat kuat dengan bentuk hubungan positif dimana kampanye yang dijalankan oleh PT. Transportasi Jakarta dapat dikatakan efektif. Kata Kunci: Pelecehan Seksual, Kampanye, Tingkat Kesadaran, Efektivitas. / Safety and comfort are top priorities when using public transportation as a mode of transportation to support people's lives. But in fact, when using public transportation, it is not uncommon for sexual crimes to occur felt by Jakarta Transportation (Transjakarta) users. After receiving such unpleasant treatment, the victims did not report to Transjakarta and preferred to upload the incident of harassment on personal social media. To do this, PT. Jakarta transportation takes prefective action through anti-sexual harassment campaigns in various media such as conventional to social media to show the company's seriousness in dealing with sexual-harassment. The campaign with message content that focuses on the reporting system makes researchers interested in seeing the effectiveness of the campaign through conventional media, namely campaign officers called sandwichmen, field officers wearing anti-sexual harassment T-shirts every Friday and stickers on each bus fleet to the level of user awareness, namely the Busway Fans Club (BFC) community. The purpose of this study was to see whether the anti-sexual harassment campaign conducted by PT. Jakarta's effective transportation and how the effectiveness of anti-sexual harassment campaigns relates to the awareness of BFC community members. This research method uses a descriptive quantitative survey method using AIDA theory as an analysis knife. The result of this study is that there is an effective relationship between the campaign (variable X) to the level of awareness of the BFC community (variable Y) and the relationship is interrelated with each other with campaign statements having an effect that contributes 74.5% to the level of awareness of the BFC community. Then the campaign regression coefficient of 0.668 states that every 1% increase in campaign value, the awareness level value increases by 0.668, this result has a very strong relationship direction with the form of a positive relationship where the campaign run by PT. Jakarta transportation can be said to be effective. Keywords: Sexual Harassment, Campaign, Level of Conscious, Effectiveness
Item Type: | Thesis (S1) | ||||||||
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Subjects: | SOCIAL SCIENCES > Transportation and communications > Passenger traffic (General) SOCIAL SCIENCES > Communities. Classes. Races SOCIAL SCIENCES > Socialism. Communism. Anarchism > Communism/socialism in relation to special topics |
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Divisions: | FAKULTAS ILMU SOSIAL DAN ILMU POLITIK > Ilmu Komunikasi | ||||||||
Depositing User: | Users 5414 not found. | ||||||||
Date Deposited: | 06 Sep 2024 10:54 | ||||||||
Last Modified: | 06 Sep 2024 10:57 | ||||||||
URI: | http://repository.uki.ac.id/id/eprint/16944 |
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