The Influence of The #Pilahsampah Campaign on Instagram on The Intention of Sorting Plastic Waste in Youth

Cornelia Instiani (Bina Nusantara University)
Raymon Godwin (Bina Nusantara University)
Clara Verena (Bina Nusantara University)

Business Economic, Communication, and Social Sciences Journal (BECOSS)
Vol. 5 No. 3 (2023): BECOSS

Research looks at the effect of the #pilahsampah campaign on Instagram on the intention to sort plastic waste in adolescents. The #pilahsampah campaign includes information on Instagram media about waste sorting. Experimental design study with 74 adolescent participants from DKI Jakarta with an age range of 19-23 years. Intention to sort waste was measured using a questionnaire developed by researchers based on the ATCT intention criteria theory (Action, target, context, and time) by Fishbein and Ajzen (2005). The results based on the analysis of the Independent T-test showed that in the post-test of the experimental group there were differences from the pre-test that was done previously compared to the control group (Sig.=0.00, p-value <0.05). It was concluded that the #pilahsampah campaign on Instagram had a significant influence on the intention to sort plastic waste among teenagers.