KAMPANYE PENINGKATAN PENGETAHUAN MAHASISWA TERHADAP BUS WISATA KOTA SEMARANG SEBAGAI STRESS RELIEF

Abstract

The high level of stress experienced by university students due to academic demands highlights the
need for accessible and engaging stress relief alternatives. Bus Wisata Kota Semarang, a cityprovided

tourism transportation service, has the potential to function as both a recreational and
educational medium by offering a unique city tour experience across iconic destinations; however,
students’ awareness and knowledge of this service remain relatively low, limiting its utilization
among the target audience. This study aims to analyze the implementation of a communication
campaign designed to increase students’ knowledge and interest in using Bus Wisata Kota Semarang
as a stress relief alternative. The campaign employed integrated communication strategies, including
Cyber Public Relations, Advertising, Event and Experiences, and Key Opinion Leaders, supported
by the AISAS (Attention, Interest, Search, Action, Share) model to guide audience behavior. Data
were collected through pre- and post-campaign surveys, database tracking, and campaign
monitoring. The results show a significant increase in students’ knowledge from 20% to 87.6%, along
with the successful collection of 537 student databases, indicating improved awareness, knowledge,
and overall campaign effectiveness in combining digital and experiential approaches.