Hubungan Terpaan Media TikTok dan Persepsi Kebijakan Lingkungan dengan Niat Perilaku Pro-Lingkungan

Abstract

Pencemaran sungai merupakan tantangan lingkungan serius di Indonesia, dan media sosial seperti TikTok berpotensi besar membentuk kesadaran lingkungan generasi muda. Penelitian ini menganalisis hubungan terpaan media TikTok @pandawaragroup dan persepsi kebijakan lingkungan terhadap niat perilaku pro-lingkungan followers menggunakan kerangka Theory of Planned Behavior (TPB), melalui pendekatan kuantitatif yang didukung data kualitatif dengan survei kepada 100 followers dan wawancara lima informan, dianalisis dengan korelasi Rank Spearman. Hasil menunjukkan terpaan media dan persepsi kebijakan lingkungan berhubungan positif signifikan dengan sikap, norma subjektif, dan persepsi kontrol perilaku. Norma subjektif dan persepsi kontrol perilaku berhubungan positif signifikan dengan niat berperilaku pro-lingkungan, sementara sikap tidak signifikan mengindikasikan bahwa dorongan sosial dan keyakinan kemampuan diri lebih berperan dalam membentuk niat pro-lingkungan dibandingkan sikap semata.

River pollution is a serious environmental challenge in Indonesia, and social media platforms like TikTok have great potential to shape environmental awareness among the younger generation. This study analyzes the relationship between exposure to the TikTok account @pandawaragroup and perceptions of environmental policies on followers’ intentions to engage in pro-environmental behavior using the Theory of Planned Behavior (TPB) framework. It employs a quantitative approach supported by qualitative data, including a survey of 100 followers and interviews with five informants, analyzed using Spearman’s rank correlation. The results show that media exposure and perceptions of environmental policies are significantly and positively associated with attitudes, subjective norms, and perceived behavioral control. Subjective norms and perceived behavioral control are significantly and positively associated with pro-environmental behavioral intentions, while attitudes are not significantly associated, indicating that social pressure and self-efficacy play a greater role in shaping pro-environmental intentions than attitudes alone.