Pengaruh Kredibilitas, Kualitas Pendekatan Emosional, Dan Kualitas Isi Pesan Terhadap Efektivitas Kampanye “Love Myself”

A successful social campaign was created from elements such a specific targeted audience, messages, developed theory of change, and use proper communicator. The formulated in the rhetoric theory: credibility, emotions, messages. were conducted called “Love Myself” by BTS, K-pop group. This study to figure out effect quality emotional approach, messages group BTS on effectiveness Myself”. uses that focuses aspects ethos (credibility), pathos (emotions), logos (logic). survey method, especially an online questionnaire. Non-probability sampling is technique where not every population has chance become sample. Quota quota set first researcher. total followers Twitter account @armyindonesiaa2 number sampling, 395. analysis path analysis. result presents final model six relation variables are significant. Based test model, no longer suitable for as research compared hypothetical model. largest result, forming variable process this concluded credibility approach contribution