PENGARUH TERPAAN KAMPANYE STOP SEXUAL VIOLENCE TERHADAP PENINGKATAN BRAND IMAGE (Studi Terpaan Video Kampanye “Stop Sexual Violence” pada Konsumen The Body Shop di Kota Malang)

Cases of sexual violence in Indonesia are still widespread due to a lack of legal protection and public awareness. The Body Shop is involved in corporate social responsibility to participate in preventing cases of sexual violence. The Body Shop is campaigning to "Stop Sexual Violence" through a video aimed at urging the government to speed up the ratification of the PKS Bill. It is hoped that the corporate social responsibility that has been carried out will have a positive impact on The Body Shop's brand image.
This research aims to determine the effect of exposure to the Stop Sexual Violence campaign video on the brand image of The Body Shop using an explanatory quantitative approach. The method used in the survey was using a questionnaire. For data analysis using a simple linear regression test. The subjects of this research are consumers of The Body Shop in Malang City. In the pre-survey results, it was discovered that a population of 80 people had watched the Stop Sexual Violence campaign video. Because the population was less than 100, all of these respondents also became the research sample
The research results show that there is a partial influence of the independent variable on the dependent variable. This is proven by the results of the T test which states Tcount > Ttable, namely 7.265 > 1.990 and the significance value of variable X is 0.000, where this value is smaller than 0.05. Thus H0 is rejected and H1 is accepted.