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Analysis Of The Effectiveness Of Safety Improvement Campaign Messages In Railroad Crossing At PT KAI Daop 2 Bandung

Tugas Akhir, 058 / 2022 / ABS
Undergraduate Theses from JBPTPPOLBAN / 2023-12-20 15:30:10
Oleh : 195211066 - Zahra Fuadah Nelansari (zahra.fuadah.abs19@polban.ac.id)
Dibuat : 2023-12-20, dengan 4 file

Keyword : Efek Komunikasi Persuasi; Isi Pesan Kampanye; Perlintasan Sebidang; #DisiplinPerlintasan
Subjek : Persuasion Communication Effects; Contents of Campaign Messages; Railroad Crossing; #Cross Discipline

Beragam jenis kecelakaan di area perlintasan sebidang (bukan faktor kerusakanlokomotif/kereta api) yang disebabkan pelanggaran pengendara bermotor, ternyatabelum mampu membangkitkan kesadaran pengendara akan pentingnya tertib dan menghargai operasional kereta api. Dengan demikian, diperlukan komunikaspersuasi terstruktur untuk membangun kesadaran hingga dapat mengubah polaperilaku agar mencapai budaya disiplin di area perlintasan sebidang. Temakampanye keselamatan perlintasan sebidang yang diteliti ialah kampanye#DisiplinPerlintasan dalam implementasi program “Roadmap To Zero Accident”(program pendukung keberlanjutan PT Kereta Api Indonesia (Persero)). Penelitiakan melihat bagaimana tingkat efektivitas dari pengimplementasian perancangan pesan kampanye persuasi dari segi verbalisasi, visualisasi, ilustrasi, dan lima jenisimbauan pesan menurut Venus (2019). Penilaian efektivitas diukur mengacu padaseberapa tinggi indikator pesan kampanye memberikan pengaruh terhadap efekkognitif, afektif, dan konatif responden menurut Effendy (2009). Penarikan sampeldilakukan dengan parameter nilai proporsi yang diambil sebanyak 120 respondenTeknik pengumpulan data dengan memanfaatkan instrumen penelitianangket/kuesioner. Analisis data dilakukan dengan menggunakan metode kuantitatif dengan pendekatan statistik deskriptif menurut Sugiyono (2016). Berdasarkan hasilanalisis, peneliti menemukan bahwa strategi perancangan pesan kampanyememiliki tingkat efektivitas “tinggi” terhadap efek kognitif, efek afektif, dan efek konatif. Dibuktikan oleh responden yang memahami inti pesan yang disebarkan,menaruh perasaan tertarik dan berempati, dan termotivasi membentuk tekad mengubah perilaku sesuai tujuan kampanye. Disimpulkan bahwa seluruh indikator“isi pesan persuasi” yang digunakan berdasarkan pada teori (Venus, 2019) menjadi unsur yang efektif untuk menciptakan daya tarik kampanye #DisiplinPerlintasan.

Deskripsi Alternatif :

Various types of accidents in the railroad crossing area (not a locomotive/railway damage factor) caused by motorists' violations have not been able to raise awareness of the riders on the importance of order and respecting train operations. Thus, planned persuasive communication is needed to build awareness to change behavior in order to achieve a culture of discipline in the area of railroad crossing. The theme of railroad crossing safety campaign is the #DisiplinPerlintasan campaign in the implementation of the "Roadmap To Zero Accident" program (a program to support the sustainability of PT Kereta Api Indonesia (Persero)). Researchers will see how the level of effectiveness of implementing the design of persuasion campaign messages in terms of verbalization, visualization, illustrations, and five types of message appeals according to Venus (2019). The effectiveness assessment was measured referring to how high the campaign message indicator had an influence on the cognitive, affective, and conative effects of respondents according to(Effendy, 2009). Sampling was carried out with the parameter value of the proportion taken as many as 120 respondents. Data collection techniques using a questionnaire research instrument. Data analysis was carried out using quantitative method with descriptive statistical methods according to(Sugiyono, 2016). Based on the results of the analysis, the researcher found that the campaign message design strategy had a “high” level of effectiveness on cognitive effect, affective effect, and conative effect. Evidenced by respondents who understand the essence of the message being disseminated, felt interested and empathized, and were motivated to form a determination to change behavior according to campaign objectives. It was concluded that all indicators of content of persuasion messages used were based on theory of (Venus, 2019) to be the effective elements to create the attractiveness of the #DisiplinPerlintasan campaign.

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