The behaviour of Instagram account @Thebodyshopindo's followers towards the exposure of plastic waste issue

Julianto, David (2020) The behaviour of Instagram account @Thebodyshopindo's followers towards the exposure of plastic waste issue. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Instagram is a social media platform that is massively used nowadays. People use Instagram as a channel to spread information. The contents on Instagram vary, from entertainment to educational content. One of the most serious social issue in Indonesia is plastic waste. The Body Shop, that claims itself as an environmentally friendly company, is very active in helping reduce plastic waste in the environment through campaign and actions. The Body Shop has an Instagram account @thebodyshopindo as a channel to expose about the plastic waste issue to followers. Instagram @thebodyshopindo keeps reminding its followers about how serious the plastic waste is in Indonesia and encouraging them to stop using plastic materials. Therefore, a research about how the followers respond to the exposure of plastic waste issue on Instagram account @thebodyshopindo needs to be conducted. This research is based on qualitative approach with descriptive method. The data collection methods in this research are interview and observation. The result of the research shows that followers of Instagram account @thebodyshopindo imitate the actions and behaviours displayed on Instagram account @thebodyshopindo after observing and developing self-efficacy./ Instagram adalah platform media sosial yang digunakan secara masif saat ini. Instagram digunakan sebagai media untuk menyebarkan informasi. Konten di Instagram bervariasi, dari konten hiburan hingga edukasi. Salah satu masalah sosial paling serius di Indonesia adalah sampah plastik. The Body Shop, yang menyatakan perusahaannya sebagai perusahaan yang ramah lingkungan, sangat aktif dalam membantu mengurangi sampah plastik di lingkungan melalui kampanye dan aksi nyata. The Body Shop memiliki akun Instagram @thebodyshopindo sebagai media untuk memaparkan isu sampah plastik kepada para pengikut. Instagram @thebodyshopindo terus mengingatkan pengikutnya tentang betapa seriusnya sampah plastik di Indonesia dan mendorong mereka untuk berhenti menggunakan bahan plastik. Oleh karena itu, penelitian tentang bagaimana pengikut menanggapi paparan mengenai masalah sampah plastik dalam akun Instagram @thebodyshopindo perlu dilakukan. Penelitian ini menggunakan pendekatan kualitatif dengan metodologi deskriptif. Metode pengumpulan data dalam penelitian ini adalah wawancara dan pengamatan. Hasil penelitian menunjukkan bahwa pengikut akun Instagram @thebodyshopindo meniru tindakan dan perilaku yang ditampilkan di akun Instagram @thebodyshopindo setelah melakukan observasi dan membangun kepercayaan diri.

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