Notice: Undefined index: item_type_code in /home/pert9513/public_html/etd/lib/detail.inc.php on line 462

Notice: Undefined index: ketersediaan in /home/pert9513/public_html/etd/lib/detail.inc.php on line 523
RISTA NABILA WULANDARI Pengarang Misnan, S.S., M.I.Kom Dosen Pembimbing 1 Rezzi Nanda Bariski, S.I.Kom., M.M. Anggota 1/Penguji 2 Hiswanti, S.Sos., M.I.Kom Ketua Penguji/Penguji 1 AGUS Anggota 2/Penguji 3

The increasing global environmental challenges highlight the need for effective strategies to raise awareness and influence environmentally conscious behavior, especially among younger generations. Generation Z, highly active on social media platforms, has become a primary target for such campaigns. This study aims to (1) determine the effect of persuasive communication on Tiktok @pandawaragroup on Generation Z’s evironmental care behaviour, (2) determine teh effect of braand image on Tiktok @pandawraragroup on Generation Z’s environmental care behaviour, (3) determine the effect of persuasive communication and brand image on Tiktok @pandawaragroup on Generation Z’s environmental care behaviour. This study uses a quantitative approach with survei method involving 100 respondents from Generation Z followers aged 11-26 years. The independent variables in this study are persuasive communiction (X1) and brand image (X2), while the dependent variable is environmantal care behaviour (Y). Validity and reliability test show that all research instruments are valid with r count > r table (0.3061) and reliable with Cronbach’s Alpha values for each variable >0.90. The results of multiple linear regression analysis show that persuasive commuction (X1) has a significant effect on environmental care behaviour (Y) with regression coefficient value of 0.357 and significance 0f 0.000 <0.05. Brand image (X2) also has a signifficant influence on environmental care behaviour (Y) with a regression coefficient value of 0.387 and a significance of 0.000 <0.05. simultaneously, persuasive communiction (X1) and brand image (X2) have a significant effect on environmental care behaviour (Y) with an F value of 231.703 and a significance of 0.000 <0.05. The coefficient of detemination (Adjusted R2) shows that 82.3% of the variation in enviromental care behaviour can be explained by persuasive communication and brand image, while the remaining 17.7% is explained by other factors not explained in this study. This shows tha both persuasive communication and brand image sginificantly influence the environmental care behaviour of Generation Z followers. The results of this study indicate that effective persuasive communication and brand image on social media, especially on Tiktok, have an important role in encouraging environmental care behaviour in Generation Z followers