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Lestari, Yayuk
Departemen Ilmu Komunikasi FISIP Universitas Andalas
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Nursing Public Health Social Sciences Veterinary Other

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CONTENT ANALYSIS ON THE ROLE OF @BUMIJO.ID SOCIAL MEDIA IN RAISING CONSUMER AWARENESS OF ENVIRONMENTAL ISSUES Annisa Anindya; Syaza Yasmin; Novi Elian; Fayrusatul Qolbi; Silis; Yayuk Lestari
Jurnal Ranah Komunikasi Vol 10 No 1 (2026): Jurnal Ranah Komunikasi (JRK)
Publisher : Departemen Ilmu Komunikasi Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25077/rk.10.1.30-42.2026

Abstract

The social media account @bumijo.id focuses on education and promoting an environmentally friendly lifestyle. The @Bumijo social media platform has the potential to serve as a campaign medium for environmental awareness. This research aims to analyze the Instagram content of @bumijo.id in building environmental awareness among social media consumers. The content analysis is viewed from the perspective of the social media audience. The study uses a quantitative approach to determine the influence of attitudes, subjective norms, and perceived behavioral control on the intention to purchase environmentally friendly products offered by Bumijo. Furthermore, a qualitative approach is used to understand the forms of environmentally friendly behavior, the utilization of social media, and the barriers to implementing eco-living. Quantitative data were collected using a questionnaire and analyzed using multiple regression, while qualitative data were obtained through focus group discussions and interviews and analyzed using the data analysis model of reduction, presentation, and conclusion drawing. Attitudes, subjective norms, and perceived control simultaneously influence the intention to purchase eco-friendly products by 22.5%. Literacy regarding eco-living is considered low, with implementation barriers predominantly due to the high cost of products.
Co-Authors Al Dillah, Ramadhani Indah Al Hamid Putra Amelia Ramadhani Adwina Annindya, Annisa Annisa Anindya Aulia, M. Irsyadil Balqis Sulistiyani Darwis, Yuliandre Dewi Surya Rahmi, Dewi Surya Dewi, Rahmi Surya Diego Diego Diego Diego, Diego Elsarena, Mai Sela Rosa Elva Ronaning Roem Ernita Arif Farhan Muwaffaq Fayrusatul Qolbi Hanana, Alna Ilham Havifi Imam Havifi M. Thaufan Arifuddin Mandala Putra, Robby Meqorry Yusfi Minneri, Fadhil Shafar Muhammad Asyraf Muwaffaq, Farhan Nindika Widya Tirta Novi Elian Okditazeini, Vannyora Oktaviandra, Agung Izfa Primas Emeraldi Puspita Yesi Putri, Tri Della Rashid Muarif Irsyad Revi Marta Rinaldi Rinaldi Ekaputra Rinaldi Rinaldi Rinaldi Rinaldi Rinaldi Rinaldi Robby Mandala Putra Sarmiati Sarmiati Sikumbang, Rinaldi Silis Siska Laila Desri Syaza Yasmin Tantri Puspita Yazid Tohari, Diyah Rachmawati Vannyora Okditazeini Vitania Yulia Yasmin, Annisa Yenita, sandra Syarli Yulia, Vitania