The Influence of “Every U Does Good Heroes” Public Relations Campaign Message on Followers Attitudes regarding Unilever Indonesia’s Vision and Mission on Instagram @unileveridn
DOI:
https://doi.org/10.9744/joce.2.1.54-81Keywords:
Public Relations, Public Relations Campaign Messages, Followers Attitude, Unilever IndonesiaAbstract
This research was intended to explain the influence of campaign message Every U Does Good
Heroes on the followers of @unileveridn. Unilever Indonesia has run a campaign of Every U Does
Good Heroes since August 2021 until now. The campaign invites individuals or companies to
extend kindness to others in simple ways. To provide kindness for around, Indonesia Unilever
guides on three pillars that are in line with this campaign. These pillars are building more
sustainable planets, improving the health and well-being of the community, and contributing to a
just and inclusive society. The kind of research is explanatory quantitative, with online methods
of surveys and simple linear regression as data analysis techniques. The number of samples, as
many as 100 followers of @unileveridn based on purposive sampling. Research has shown that
campaign messages influence the followers of @unilever. The highest influence is on the message
structure sub-indicator, namely conclusion statement. The lowest influence is in the message's
content sub-indicator, supporting material that contains the purpose of campaign message.
Research shows that variable x: public relations campaign message also has strong correlation with
variable y: attitude. This was due to campaign messages consistent with three pillars of Unilever
Indonesia.
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