EFEK TAYANGAN FILM DOKUMENTER THE TRUE COST TERHADAP PERUBAHAN PERSEPSI MENGENAI FASHION (Studi Eksperimental Efek Tayangan Film Dokumenter The True Cost Terhadap Perubahan Persepsi Pelajar SMAN 1 Kota Cirebon dan SMAN 3 Yogyakarta Mengenai Fashion)

DARYL ISMINARI PARAMUDHITA, Rahayu. S.I.P., M.Si., M.A.

2017 | Skripsi | S1 ILMU KOMUNIKASI

Persepsi merupakan salah satu aspek psikologis yang penting bagi manusia dalam merespon kehadiran berbagai aspek dan gejala di sekitarnya. Dapat disimpulkan jika persepsi adalah proses yang digunakan individu mengelola dan menafsirkan kesan indera dalam rangka memberikan makna kepada lingkungan sekitar. Penelitian ini melihat hubungan film dokumenter The True Cost terhadap perubahan persepsi fashion. Pengumpulan data dilakukan dengan pendekatan kuantitatif dan metode eksperimen pretest-posttest control group design. Hasil penelitian menunjukkan bahwa film dokumenter The True Cost tidak mempengaruhi perubahan persepsi responden. Keunikan temuan penelitian ini adalah kelompok eksperimen dan kelompok kontrol memiliki perubahan nilai rata-rata sebelum dan sesudah diberi treatment, tetapi melalui hasil dependent-sample t test pemberian treatment tidak menyebabkan perubahan yang signifikan terhadap nilai rata-rata antara kelompok eksperimental dan kelompok kontrol .

Perception is one of the psychological aspects that are important for humans in responding to the presence of various aspects and symptoms around it. Can be concluded if the perception is the process used by individuals to manage and interpret the impression of the senses in order to give meaning to the surrounding environment. This study looks at the relationship of documentary film The True Cost to the change of fashion perception. Data collection was done by quantitative approach and experimental method of pretest-posttest control group design. The results show that the documentary film The True Cost does not affect the change in perceptions of respondents. The uniqueness of the findings of this study was the experimental group and the control group had a change in mean values before and after treatment, but through the dependent-sample t test the treatment did not cause significant changes to the mean values between the experimental and control groups.

Kata Kunci : Perception changes, The True Cost movie, quantitative, experimental, pretest-posttest control group design.