HASLI, JASMINE NAZILLA (2024) The Impact of Attitudes Toward the #BersihPastiUntung Campaign and Subjective Norms of Recycling on High School Students’ Intentions to Participate in Recycling Programs. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK UNIVERSITAS DIPONEGORO.

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Abstract

The #BersihPastiUntung campaign, designed by PT. Mountrash Avatar
Indonesia, aims to increase high school students’ participation in recycling
programs through education on waste sorting. This study analyzes the impact of
attitudes toward the campaign (X1) and subjective norms of recycling (X2) on
students’ intentions to participate in recycling programs (Y) using the Theory of
Reasoned Action (TRA) framework. The research was conducted at SMAN 72,
SMAN 75, and SMAN 18 Jakarta, involving 173 students who had participated in
the campaign more than twice, using a simple linear regression method. The results
show that attitudes toward the campaign significantly impact students’ intentions,
with a significance value of 0,000, explaining 26,9% of the variation in their
intentions to participate. Subjective norms also have a significant influence, with a
significance value of 0.000, accounting for 46% of the variation in students’
intentions. These findings indicate that positive campaign messages effectively
raise students’ awareness of the importance of waste sorting, while social
encouragement from family, friends, and teachers plays a crucial role in fostering
students’ commitment to actively engage in recycling programs. This study
highlights the importance of effective communication in campaigns and social
encouragement to motivate pro-environmental behavior among students. The
results provide practical insights for developing more effective educational
campaign strategies to encourage youth participation in recycling programs.

Keywords: #BersihPastiUntung, Recycling Intentions, Subjective Norms,
Attitude

198 KOM 2024

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