eprintid: 46004
rev_number: 25
eprint_status: archive
userid: 19534
dir: disk0/00/04/60/04
datestamp: 2025-02-20 03:00:34
lastmod: 2025-02-20 03:00:34
status_changed: 2025-02-20 03:00:34
type: thesis
metadata_visibility: show
creators_name: HERMIYATUN, HERMIYATUN
creators_id: 6662170057
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: Asri Praceka, Puspita
contributors_id: 198407132008122002
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS ILMU SOSIAL DAN ILMU POLITIK
corp_creators: PROGRAM STUDI ILMU KOMUNIKASI
title: ANALISIS ISI PESAN GREEN ADVERTISING DALAM ARTIKEL WEBSITE JAGOCOFFEE.COM PERIODE 11 JANUARI 2023 – 9 FEBRUARI 2024
ispublished: pub
subjects: communication-general
divisions: FISIP
divisions: FISIP_CD
full_text_status: restricted
keywords: Green Advertising, Green Advertising Messages, ATR Theory,
 Website Articles, Jago Coffee
Green Advertising, Pesan Green Advertising, Teori ATR, Artikel Website,
 Jago Coffee.
note: 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.
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.
date: 2024
date_type: published
pages: 100
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: ILMU KOMUNIKASI
thesis_type: sarjana
thesis_name: sarjana
citation:   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.   
document_url: https://eprints.untirta.ac.id/46004/3/HERMIYATUN_6662170057_FULLTEXT.pdf
document_url: https://eprints.untirta.ac.id/46004/4/HERMIYATUN_6662170057_CP.pdf
document_url: https://eprints.untirta.ac.id/46004/5/HERMIYATUN_6662170057_01.pdf
document_url: https://eprints.untirta.ac.id/46004/6/HERMIYATUN_6662170057_02.pdf
document_url: https://eprints.untirta.ac.id/46004/7/HERMIYATUN_6662170057_03.pdf
document_url: https://eprints.untirta.ac.id/46004/8/HERMIYATUN_6662170057_04.pdf
document_url: https://eprints.untirta.ac.id/46004/9/HERMIYATUN_6662170057_05.pdf
document_url: https://eprints.untirta.ac.id/46004/10/HERMIYATUN_6662170057_REF.pdf
document_url: https://eprints.untirta.ac.id/46004/11/HERMIYATUN_6662170057_LAMP.pdf