ANALISIS PESAN KAMPANYE #DIRUMAHAJA DI TENGAH PANDEMI COVID-19
Authors: Aprianita Dian , Hidayat Dasrun 
Published: January 2021

<p>Abstrak</p><p>Pesan kampanye #dirumahaja sedang digencarkan di Indonesia. Dengan kepedulian sosial pemutusan mata rantai COVID-19. Program kampanye ini dikeluarkan oleh salah satu perusahaan transportasi online PT. Gojek Indonesia. Penyampaian pesan kampanye dilakukan melalui media sosial instagram dengan memberikan unggahan berupa pesan #dirumahaja yang dikemas melalui foto dan video. Tujuan penelitian ini untuk mengetahui persepsi customer Gojek terkait pesan kampanye #dirumahaja. Penelitian ini menggunakan metode kualitatif dengan pendekatan deskriptif. Teknik pengumpulan data dilakukan dengan wawancara kepada customer Gojek yang aktif dalam media sosial instagram. Subjek pada penelitian ini adalah customer Gojek dengan usia produktif 18-25 tahun. Dengan dilatarbelakangi profesi yang berbeda meliputi mahasiswa, karyawan, dan videografer. Hasil dari penelitian ini adalah adanya daya tarik customer terhadap program tersebut. Faktor yang menjadi daya tarik meliputi gambar, warna, dan kebaruan konten. Gambar program #dirumahaja dinilai menarik karena mampu memperlihatkan karakter pesan utama tentang aman di rumah saja. Sedangkan dari sisi warna, customer berpendapat menarik karena mampu memperkuat karakter gambar. Untuk kebaruan konten, adanya pesan yang dikemas dengan animasi mengikuti trend masa kini, serta pesan mengenai COVID-19 dengan aman tinggal di rumah. Adanya persepsi positif mengenai program tersebut, adapula perubahan pada pengetahuan, sikap, dan perilaku costumer terhadap bahaya dan cara pemutusan COVID-19.</p><p> </p><p><em>Abstract</em></p><p><em>The #dirumahaja campaign message is being intensified in Indonesia. With social care breaking the COVID-19 chain. This campaign program was launched by one of the online transportation companies, PT. Gojek Indonesia. Delivery of campaign messages is done through social media Instagram by providing uploads of #dirumahaja messages that are packaged through photos and videos. The purpose of this study was to determine customer perceptions related to the #dirumahaja campaign message. This research uses a qualitative method with a descriptive approach. The technique of data collection is done by interviewing motorcycle taxi customers who are active on Instagram social media. The subjects in this study were Gojek customers with a productive age of 18-25 years. With different professional backgrounds including students, employees, and videographers. The results of this study are the attractiveness of customers to the program Factors of interest include an image, color, and novelty of content. The #dirumahaja program image is considered attractive because it can show the main message characters about being safe at home. Meanwhile, in terms of color, customers think attractive because it can strengthen the character of the image. For the novelty of content, there are messages that are packaged with animation following current trends, as well as messages about COVID-19 safely staying at home. There is a positive perception of the program, there are also changes in customer knowledge, attitudes, and behavior towards the dangers and ways of terminating COVID-19.</em></p><p><em><br /></em></p><p> </p><p> </p>