THE EFFECT OF SOCIAL MEDIA PLATFORMS FACEBOOK, INSTAGRAM, AND TIKTOK AS MEDIA FOR BLOOD DONATION CAMPAIGNS ON THE PARTICIPATION OF GENERATION Z DONORS AT THE SURAKARTA CITY RED CROSS

Abstrak

This research aims to analyze the influence of social media platforms Facebook, Instagram, and TikTok on the actual participation of Generation Z blood donors at the Indonesian Red Cross (PMI) in Surakarta City. The high level of digital interaction among the younger generation often presents challenges in the form of (slacktivism), so this research examines the ability of social media as a digital campaign medium to convert intentions into actual actions based on the Theory of Planned Behavior (TPB) approach. This research used a quantitative approach with data collection techniques involving the distribution of questionnaires to Generation Z respondents in Surakarta City. Data analysis was conducted using multiple linear regression and partial hypothesis testing (t-test). The results indicate that campaigns on Facebook and TikTok have a positive and significant impact on donor participation. Facebook successfully facilitates technical information needs and two-way communication, while TikTok is effective in alleviating medical fears through dynamic audio-visual educational content. Conversely, campaigns on Instagram were found to have no significant effect. The audience’s high interest in Instagram’s design aesthetics and interactive features failed to translate into concrete action and resulted only in a phenomenon of (slacktivism).