PENGARUH TERPAAN KONTEN VIDEO TIKTOK @PANDAWARAGROUP TERHADAP KESADARAN MASYARAKAT DALAM MENJAGA KEBERSIHAN SUNGAI BRANTAS (STUDI PADA ANGGOTA KARANG TARUNA KAMPUNG JODIPAN)

The development of social media, especially TikTok, has become an important platform for social campaigns, including environmental cleanliness issues. This study aims to determine the influence of exposure to TikTok video content from accounts focused on river cleanliness campaigns on public awareness regarding river cleanliness. A quantitative approach with an associative design was used, aiming to examine the relationship between frequency, intensity, and duration of exposure to TikTok content and awareness of river cleanliness, covering cognitive, affective, and behavioral aspects. Data were collected through online questionnaires distributed to 25 respondents using total sampling, and analyzed using simple linear regression, including validity, reliability, and classical assumption tests. The results showed that exposure to TikTok content had a significant effect on increasing river cleanliness awareness, especially in improving understanding, positive attitudes, and actions related to river cleanliness. This study confirms that social media, particularly TikTok, can be an effective tool for promoting environmental cleanliness issues and encouraging behavioral changes in society.