HERMIYATUN, HERMIYATUN (2024) ANALISIS ISI PESAN GREEN ADVERTISING DALAM ARTIKEL WEBSITE JAGOCOFFEE.COM PERIODE 11 JANUARI 2023 – 9 FEBRUARI 2024. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Environmental issues are challenges and problems that can have a negative impact on the sustainability of life so that many companies try to communicate environmentally friendly messages to their consumers, such as those done by Jago Coffee on its website. The purpose of this study was to determine and describe the content of messages and how to convey green advertising messages in articles on the jagocoffee.com website for the period of January 11, 2023 - February 9, 2024. This research method is qualitative content analysis. Researchers use the theory of advertising message delivery techniques according to Alo Liweri (1977:62), namely A-T-R (Awareness, Trial, Reinforcement) and the concept of green advertising indicators based on Sight and Pandey (2012). This study found that the jagocoffee.com website conveys a green advertising message by describing the interaction of the relationship between its service products that use Electric Cart with the biophysical environment, promoting a green lifestyle through the #NgopiTanpaSedotan campaign, and the Company's commitment to the #JagoLawanPolusi campaign through the use of the Jago Coffee application as a delivery service. The process of conveying the green advertising message in the website article begins with the use of the words "Sobat Jago" then followed by raising consumer awareness of environmental issues or realities. In the message content, they try to convey the use of Jago Energy in the form of rewards points and Energy QR in the Jago Coffee Application, and providing reinforcement at the end of the text sentence in each article, expressing hopes and invitations for people to value and protect the environment.
| Item Type: | Thesis (S1) | ||||||
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| Additional Information: | Isu lingkungan menjadi tantangan dan masalah yang dapat memberikan dampak buruk bagi kelangsungan kehidupan sehingga banyak perusahaan mencoba mengkomunikasikan pesan-pesan ramah lingkungan kepada para konsumennya, seperti yang dilakukan oleh Jago Coffee dalam websitenya. Tujuan penelitian ini untuk mengetahui dan mendeksripsikan isi pesan serta cara penyampaian pesan green advertising dalam artikel website jagocoffee.com periode 11 Januari 2023 – 9 Februari 2024. Metode penelitian ini ialah analisis isi kualitatif. Peneliti menggunakan teori teknik penyampaian pesan iklan menurut Alo Liweri (1977:62) yaitu A-T-R (Awareness, Trial, Reinforcement) dan konsep indikator green advertising berdasarkan Sight dan Pandey (2012). Penelitian ini menemukan bahwa website jagocoffee.com memiliki pesan green advertising dengan menggambarkan interaksi hubungan antara produk layanannya yang memakai Electrict Cart dengan lingkungan biofisik, mempromosikan green lifestyle melalui campaign #NgopiTanpaSedotan, dan komitmen Perusahaan pada campaign #JagoLawanPolusi melalui penggunaan aplikasi Jago Coffee sebagai layanan pesan antar. Proses penyampaian pesan green advertising dalam artikel website tersebut dimulai penggunaan kata “Sobat Jago” dibarengi dengan menyadarkan (awareness) konsumen tentang isu-isu atau realitas kondisi lingkungan, kemudian dalam isi pesannya mencoba (trial) menyampaikan penggunaan Jago Energy berupa rewards points serta EnergyQR dalam Aplikasi Jago Coffee, dan memberikan peneguhan (reinforcement) pada akhir kalimat teks dalam masing-masing artikel berupa harapan serta ajakan nilai-nilai dalam menjaga lingkungan. | ||||||
| Uncontrolled Keywords: | Green Advertising, Green Advertising Messages, ATR Theory, Website Articles, Jago Coffee Green Advertising, Pesan Green Advertising, Teori ATR, Artikel Website, Jago Coffee. | ||||||
| Subjects: | Communication > Communication (General) | ||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Hermiyatun Hermiyatun | ||||||
| Date Deposited: | 20 Feb 2025 03:00 | ||||||
| Last Modified: | 20 Feb 2025 03:00 | ||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/46004 |
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