Efektivitas Mekanisme Psikologis Dalam Komunikasi Bisnis Terhadap Iklan Media Massa CSR Sebagai Komitmen Perusahaan

Abstract

Public perception of CSR programs held by companies is highly dependent on the business communication strategy implemented. One of the aspects that influence the success of business communication is the psychological aspects of the public. Therefore, this study aims to determine the influence of psychological mechanisms in CSR advertising. There are four psychological theories and models used, namely Gerbner theory, framing theory, cognitive response model, and gestalt psychology. The method used in this research is descriptive quantitative method by taking a sample in the form of convenience sampling of 30 respondents. The analysis method uses data quality test, classical assumption test, coefficient of determination test, regression test, F test and t test on respondents' responses regarding mass media advertising Tofu Gel Soya, a nata de soya brand that raises the issue of utilizing tofu waste. The results showed that there was a significant influence on the effectiveness of the use of psychological mechanisms in business communication.

Keywords: Corporate Social Responsibility, business communication, mass media advertising, psychology