ABSTRAK

Qathrinnida Lellya. 1710414320045. 2021. Kampanye Perubahan Sosial Public Relations Pemerintah Kabupaten Tabalong Dalam Mempersuasi Perilaku Masyarakat Pada Masa Pandemi Covid-19. Dibawah Bimbingan Bapak Bachruddin Ali Akhmad selaku Dosen Pembimbing I dan Bapak Sarwani selaku Dosen Pembimbing II.

            Tujuan dari penelitian ini adalah untuk mengetahui dan mendeskripsikan Kampanye Perubahan Sosial Public Relations Pemerintah Kabupaten Tabalong dalam Mempersuasi Perilaku Masyarakat pada masa pandemi Covid-19.

            Metode yang digunakan peneliti adalah pendekatan kualitatif. Tipe Penelitian adalah deskriptif kualitatif. Teknik Pengumpulan Data adalah wawancara, observasi dan dokumentasi. Objek Penelitian dalam penelitian ini adalah Public Relations Pemerintah Kabupaten Tabalong dalam menjalankan kampanye perubahan sosial untuk mempersuasi perilaku masyarakat pada masa pandemi Covid – 19.

            Hasil dari penelitian yang diperoleh peneliti mengenai Kampanye Perubahan Sosial Public Relations Pemerintah Kabupaten Tabalong Dalam Mempersuasi Perilaku Masyarakat Pada Masa Pandemi Covid-19 sesuai dengan 6 elemen kampanye komunikasi. Rendahnya paparan Covid-19 di Tabalong terjadi karena pada awal pandemi Covid-19 Pemerintah cepat mendeteksi masyarakat yang terpapar Covid-19 dan disembuhkan dengan sangat baik. Ada perubahan perilaku masyarakat pada sebelum pandemi Covid-19, pada awal pandemi Covid-19 belum dilaksanakan kampanye dengan benar dan pada saat ini pengkampanyeaan dilaksanakan dengan benar. Setelah dilaksanakannya kampanye perubahan sosial dengan cara mengedukasi masyarakat agar memahami penceghan dan penanganan Covid-19 yang benar dan pelaksanaan protokol kesehatan. Saat ini masyarakat Kabupaten Tabalong sudah memahami pencegahan dan penanganan serta penerapan protokol kesehatan.

Kata Kunci: Kampanye Sosial, Perilaku, Covid-19

ABSTRACT

Qathrinnida Lellya. 1710414320045. 2021. Social Change Campaign Public Relations of the Tabalong Regency Government in Persuading Community Behavior During the Covid-19 Pandemic. Under the Guidance of Mr. Bachruddin Ali Akhmad. as Supervisor I and Mr. Sarwani as Supervisor II.

The purpose of this study was to determine and describe the Social Change Campaign Public Relations of the Tabalong Regency Government in Persuading Community Behavior During the Covid-19 Pandemic.

The method used by researchers is a qualitative approach. This type of research is descriptive qualitative. Data collection techniques are interviews, observation and documentation. The research object in this study was the Public Relations of the Tabalong Regency Government in carrying out a social behavior change campaign to persuade the community during the Covid-19 pandemic.

The results of the research obtained by researchers regarding the Public Relations Social Change Campaign of the Tabalong Regency Government in Persuading Community Behavior During the Covid-19 Pandemic are in accordance with the 6 elements of the communication campaign. The low exposure to Covid-19 in Tabalong occurred because at the beginning of the Covid-19 pandemic the Government was quick to detect people who were exposed to Covid-19 and were cured very well. There was a change in people's behavior before the Covid-19 pandemic, at the beginning of the Covid-19 pandemic the campaign had not been carried out properly and at this time the campaign was carried out properly. After the implementation of the social change campaign by educating the public to understand the correct prevention and handling of Covid-19 and the implementation of health protocols. Currently, the people of Tabalong Regency have understood the prevention and treatment as well as the implementation of health protocols.

Keywords: Social Campaign, Behavior, Covid-19