PENGARUH CAMPAIGN #BUDAYASENSORMANDIRI PADA SOSIAL MEDIA INSTAGRAM TERHADAP PERILAKU DALAM MEMILIH TONTONAN

The #BudayaSensorMandiri campaign is a campaign movement that aims to increase public awareness and participation in self-censorship of the spectacles they consume. By using social media, this campaign invites the public to be more critical and selective in choosing what to watch. Alifah (2022) states that a social media campaign is a campaign activity on a social media platform with a goal, one of which is providing awareness to the public. This research was conducted to find out how the #BudayaSensorMandiri campaign on Instagram social media influences behavior in choosing what to watch. The theory used in this research is the AISAS theory. This research was conducted using quantitative methods with a sample of 100 respondents of the @lsf_ri Instagram account followers. The results of this research show that there is a significant influence between the #BudayaSensorMandiri campaign on people's behavior of 0.530, this is because the content of the #BudayaSensorMandiri campaign message allows for changes in shaping people's attitudes in choosing what to watch.