[ABSTRAKPenelitian ini dilatarbelakangi adanya berbagai macam bentuk kampanye yangdilakukan untuk mengkumunikasikan isu atau permasalahan tertentu. Penelitianini menambahkan kajian teori karena menguji dua faktor sekaligus yaituhubungan komunikator dan pesan kampanye dengan sikap audiens. Penelitian inimengambil contoh kampanye pada ASI ekslusif yang dilakukan dengan duapendekatan, yaitu menggunakan komunikator yang berbeda.Penelitian ini adalah penelitian eksperimental dengan dua kelompok eksperimentyang diberikan perlakuan berupa bentuk kampanye berbeda. Partisipan berjumlah40 orang, tiap kelompoknya terdiri dari 20 partisipan. Metode analisis yangdiigunakan adalah uji beda rata-rata tiap kelompok eksperiment untukmenunjukan hubungan antara variabel yang diteliti.Penelitian ini menemukan bahwa komunikator dan pesan kampanye memilikihubungan dengan sikap seseorang. Penelitian menemukan terdapat perbedaanpersepsi dan sikap mengenai komunikator, pesan dan sikap terhadap isukampanye yang didasarkan oleh perbedaan bentuk kampanye yang diterima.Khalayak menganggap bahwa komunikator dokter dalam konteks kampanyekesehatan dipandang lebih memiliki kredibilitas dibandingkan komunikatorkalangan populer

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ABSTRACT

This research conducted as a result from so many campaigns that held nowadays

to communicate several issues or particular social concern. Campaign takes

various form, stressing in selecting the communicator and message form as a

purpose to change social behavior. Then again this research using breastfeeding

campaign as an example to scrutinize with two approaches, Moreover this

campaign is distinguished with its communicator, There are campaign using

doctor and in another campaign using public figure as a communicator.

Using experimental method with two experiment group and each group of

experiment treated by giving the group a video. Each video resemble two different

form in communicator. Total participans are fourty person divided by two group.

Analysis method is using T-test so we can compare and look througt the

The result from this research found that communicator and message have effect

upon behavioral change in each person. Proven by this research that doctor can

give more obvious impact in behavioral change rathen than public figure when in

they speak as communicator in breastfeeding campaign. Further more audience

think that doctor have strong credibility rather than public figure when it came to

breastfeeding topic., This research conducted as a result from so many campaigns that held nowadays

to communicate several issues or particular social concern. Campaign takes

various form, stressing in selecting the communicator and message form as a

purpose to change social behavior. Then again this research using breastfeeding

campaign as an example to scrutinize with two approaches, Moreover this

campaign is distinguished with its communicator, There are campaign using

doctor and in another campaign using public figure as a communicator.

Using experimental method with two experiment group and each group of

experiment treated by giving the group a video. Each video resemble two different

form in communicator. Total participans are fourty person divided by two group.

Analysis method is using T-test so we can compare and look througt the

The result from this research found that communicator and message have effect

upon behavioral change in each person. Proven by this research that doctor can

give more obvious impact in behavioral change rathen than public figure when in

they speak as communicator in breastfeeding campaign. Further more audience

think that doctor have strong credibility rather than public figure when it came to

breastfeeding topic.]