Al Ghifary, Muhamad Husein (2026) Pengaruh Pesan Kampanye Kemanusiaan Di Akun Instagram @Humanintiative_id Terhadap Niat Donasi Followers. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The development of social media has encouraged humanitarian organizations to utilize digital platforms as channels for information dissemination and fundraising activities. Human Initiative, as one of Indonesia’s humanitarian organizations, actively uses Instagram through its account @humaninitiative_id to communicate various humanitarian campaign messages related to disaster response, social assistance, and community empowerment programs. This phenomenon serves as the background of this study, which aims to examine the influence of humanitarian campaign messages on donation intentions among followers of the Instagram account @humaninitiative_id. This research employs the Elaboration Likelihood Model (ELM), which explains that individuals process persuasive messages through either the central route or the peripheral route in forming attitudes and behavioral intentions. The study adopts a quantitative explanatory approach using a questionnaire distributed online to followers of @humaninitiative_id who met the research criteria. Data were analyzed using validity testing, reliability testing, normality testing, simple linear regression analysis, t-test, and coefficient of determination analysis with the assistance of SPSS software. The results indicate that humanitarian campaign messages have a positive and significant influence on followers’ donation intentions. The capability of audience indicator received the highest evaluation within the humanitarian campaign message variable, while the emotional motive indicator emerged as the most dominant dimension within the donation intention variable. These findings suggest that humanitarian campaign messages that are easy to understand, informative, and relevant can encourage the formation of donation intentions through a combination of cognitive and emotional processes experienced by followers. Therefore, the higher the quality of humanitarian campaign messages delivered through Instagram, the greater the tendency of followers to develop intentions to donate.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | P Language and Literature > P Philology. Linguistics > P87 Communication. Mass Media | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Muhamad Husein Al Ghifary | ||||||||
| Date Deposited: | 15 Jul 2026 08:20 | ||||||||
| Last Modified: | 15 Jul 2026 08:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55334 |
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