PENGARUH KUALITAS PESAN PADA FILM DOKUMENTER CSR HYUNDAI WORLD FOOD PROGRAMME (WFP) TERHADAP SIKAP TERKAIT PRODUK HYUNDAI IONIQ 5 YANG DIMEDIASI OLEH KEMAMPUAN MEMPROSES PESAN

Abstract

This research is motivated by the use of documentary films as a form of Corporate Social Responsibility (CSR) communication conducted by Hyundai. This study aims to examine the influence of message quality in the Hyundai-World Food Programme (WFP) CSR documentary film on attitudes toward the Hyundai IONIQ 5 product and to examine the role of message processing ability as a mediating variable. This study employs the Elaboration Likelihood Model (ELM) as its theoretical foundation. The research uses a quantitative method with an explanatory approach. Data were collected through questionnaires from 100 respondents who were followers of the Hyundai Motor Indonesia Facebook account and selected using random sampling. Data were analyzed using SPSS with the PROCESS Macro by Hayes. The results show that message quality has a positive and significant influence on attitudes toward the Hyundai IONIQ 5 product, with a coefficient of 0.3575. The mediation analysis shows an indirect effect of message quality on attitudes toward the Hyundai IONIQ 5 product through message processing ability of 0.1785, while the direct effect is 0.1791. Thus, message processing ability mediates the relationship between message quality in the Hyundai-WFP CSR documentary film and attitudes toward the Hyundai IONIQ 5 product.