Pengaruh Kampanye Media Sosial Terhadap Awareness Masyarakat Melalui Kredibilitas Institusi (Studi pada UPTD PPA dalam Pencegahan Kekerasan di Kabupaten Sijunjung)

Hadissyam Kudus (Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dharma Andalas,)
Yessi Elsandra (Program Studi Magister Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Dharma Andalas,)

Jurnal Ekonomika Dan Bisnis
Vol. 6 No. 4 (2026): Juli-Agustus

Violence against women and children remains a social issue that requires preventive efforts through increased public awareness. Although prevention campaigns have been conducted through social media, their effectiveness in building public awareness is also closely related to the credibility of the institution delivering the messages. This study aims to examine the effect of social media campaign strategies on public awareness in social marketing for the prevention of violence against women and children, with institutional credibility as an intervening variable. Focusing on the UPTD PPA in Sijunjung Regency, an explanatory quantitative approach was utilized with a sample of 274 respondents selected through purposive sampling. Data were collected via questionnaires measured using a Likert scale and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The empirical findings reveal that social media campaign strategies have a positive and significant direct effect on institutional credibility and public awareness. Furthermore, institutional credibility directly affects public awareness and successfully acts as a partial mediator in the relationship between social media campaign strategies and public awareness. These findings highlight that enhancing digital campaign quality combined with building institutional trust is critical for maximizing public awareness and safety outcomes.