Pengaruh Pesan Kampanye “Stop Sexual Violence!” terhadap Minat Konsumen (Studi Tentang Pengaruh Pesan Kampanye Oleh Brand The Body Shop Terhadap Minat Konsumen Dalam Mengikuti Petisi)

Abstract

The faster the industry grows today, it can actually cause social and environmental problems. All the social problems that occur today, there are many forms of solutions that can be implemented. The issue of social sexual violence is not new; it has been for a long time, but it is becoming more widely recognized, particularly in the digital age. Because the action occurred outside the knowledge of others. thus experiencing obstacles when presenting witnesses and providing evidence. Campaigns to voice issues related to sexual violence can be carried out not only verbally, but also through existing websites and social media. The Body Shop is one of the largest beauty brands in the world. Referred to as a brand that cares about human rights by creating campaigns that promote the welfare of the community. The Body Shop is running a “Stop Sexual Violence!” campaign through the official website through the petition. This study aims to determine how big the influence of the campaign message "Stop Sexual Violence!" consumer interest in following the petition. This research employs quantitative analysis as well as simple regression analysis. According to the findings of the study, the messaging aspect of the campaign "Stop Sexual Violence!" is important and relevant to consumer interest in signing the petition