Pengaruh Influencer Marketing Dan Content quality Terhadap Efektivitas Kampanye Krisis Iklim

Abstract

Perubahan iklim merupakan salah satu tantangan global terbesar yang menimbulkan kerugian ekonomi signifikan serta mengakibatkan degradasi ekosistem. Kawasan Asia Tenggara, termasuk Indonesia, tergolong sebagai wilayah yang sangat rentan terhadap dampaknya, dengan proyeksi penurunan Produk Domestik Bruto (PDB) hingga 4% pada tahun 2050 apabila tindakan mitigasi tidak dilakukan secara memadai. Salah satu hambatan utama adalah penyampaian informasi ilmiah yang cenderung teknis sehingga kurang menarik bagi masyarakat umum. Oleh karena itu, dibutuhkan strategi komunikasi yang lebih kreatif, untuk memperkuat edukasi lingkungan. Penelitian ini bertujuan menganalisis karakteristik audiens serta mengkaji pengaruh influencer marketing dan content quality terhadap efektivitas kampanye isu krisis iklim yang dilakukan oleh musisi Music Declares Indonesia (IKLIM). Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Data diperoleh dari 210 responden yang berdomisili di Bali dan telah terpapar konten kampanye ataupun menghadiri kegiatan IKLIM Fest. Teknik sampling yang digunakan adalah purposive sampling berdasarkan kriteria relevan dengan tujuan penelitian. Analisis data dilakukan menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) untuk menguji keterkaitan antar variabel dalam kerangka Theory of Planned Behavior (TPB). Variabel independen dalam penelitian ini meliputi influencer marketing dan content quality, sedangkan variabel dependen adalah behavioral intention. Selain itu, attitude, subjective norms, dan perceived behavioral control digunakan sebagai variabel mediasi untuk menjelaskan hubungan pengaruh antar variabel tersebut. Hasil penelitian menunjukkan bahwa influencer marketing dan content quality memberikan pengaruh positif dan signifikan terhadap pembentukan attitude, subjective norms, dan perceived behavioral control audiens. Kredibilitas musisi serta kualitas konten kampanye yang informatif, menghibur, autentik, dan relevan terbukti mampu membangun persepsi positif, menciptakan dukungan sosial, serta meningkatkan keyakinan audiens untuk terlibat dalam aksi iklim. Ketiga variabel mediasi tersebut juga berpengaruh signifikan terhadap behavioral intention. Implikasi manajerial dari temuan ini menekankan pentingnya Music Declares Indonesia dan organisasi lingkungan lainnya untuk memprioritaskan kolaborasi dengan musisi yang memiliki kredibilitas tinggi serta konsistensi dalam menyuarakan isu lingkungan. Selain itu, pengembangan konten media sosial yang berkualitas perlu dioptimalkan, tidak hanya untuk menyampaikan informasi ilmiah secara menarik, tetapi juga untuk membangun keterlibatan emosional dan menyediakan panduan aksi yang mudah diimplementasikan.

Climate change is one of the greatest global challenges, causing significant economic losses and ecosystem degradation. Southeast Asia, including Indonesia, is classified as a region that is highly vulnerable to its impacts, with projections of a decline in Gross Domestic Product (GDP) of up to 4% by 2050 if adequate mitigation measures are not taken. One of the main obstacles is the delivery of scientific information, which tends to be technical and therefore less appealing to the general public. Therefore, a more creative communication strategy is needed to strengthen environmental education. This study aims to analyse audience characteristics and examine the influence of influencer marketing and content quality on the effectiveness of climate crisis campaigns conducted by musicians from Music Declares Indonesia (IKLIM). This study utilised a quantitative approach with a survey method. Data was obtained from 210 respondents residing in Bali who had been exposed to campaign content or attended IKLIM Fest activities. The sampling technique used was purposive sampling based on criteria relevant to the research objectives. Data analysis was conducted using the Partial Least Squares-based Structural Equation Modelling (SEM-PLS) method to test the relationship between variables in the Theory of Planned Behaviour (TPB) framework. The independent variables in this study included influencer marketing and content quality, while the dependent variable was behavioural intention. In addition, attitude, subjective norms, and perceived behavioural control were used as mediating variables to explain the relationship between these variables. The results of the study indicate that influencer marketing and content quality have a positive and significant influence on the formation of audience attitudes, subjective norms, and perceived behavioural control. The credibility of musicians and the quality of campaign content that is informative, entertaining, authentic, and relevant have been proven to build positive perceptions, create social support, and increase the audience's confidence to engage in climate action. These three mediating variables also have a significant effect on behavioural intention, with specific findings that content quality has a significant indirect effect through the mediation of attitude. The managerial implications of these findings emphasise the importance of Music Declares Indonesia and other environmental organisations prioritising collaboration with musicians who have high credibility and consistency in voicing environmental issues. In addition, the development of quality social media content needs to be optimised, not only to convey scientific information in an interesting way, but also to build emotional engagement and provide easy-to- implement action guides.