DIGITAL SOCIAL CHANGE COMMUNICATION EFEKTIVITAS KAMPANYE MEDIA SOSIAL DALAM MENDORONG AKSI LINGKUNGAN KOLEKTIF DI KOTA SERANG

Abstract

The rapid growth of social media use in Indonesia has opened new opportunities for environmental communication to move beyond awareness-raising toward collective action. This study examines the effectiveness of social media campaigns in encouraging collective environmental action among residents of Kota Serang, Banten. Using a sequential explanatory mixed-methods design, data were collected through an online survey of 150 social media users who had been exposed to environmental campaign content (waste management, river conservation, and green open-space advocacy), complemented by in-depth interviews with six campaign organizers and participants. Quantitative data were analyzed using descriptive statistics and multiple regression, while qualitative data were analyzed thematically. Results show that message framing, visual content, and perceived collective efficacy significantly predict participation in offline collective action, whereas the number of likes and shares alone does not guarantee behavioral engagement. Campaigns combining personalized storytelling with clear calls to organized action generated higher participation than those relying solely on informational content. The study concludes that social media campaigns effectively mobilize collective environmental action in Kota Serang when they build a shared identity and sense of collective efficacy, rather than merely achieving broad exposure. These findings contribute to digital social change communication theory and offer practical guidance for environmental communicators and local government.