Social media has become an integral part of society around the world. Social media makes it easier for users to access information and communicate briefly and efficiently. Social media allows users to not only obtain information, but also to produce and share information. Users can follow accounts or pages to get news and information from various sources. Additionally, social media provides opportunities to participate in content creation, such as status updates, photos, videos, or articles that can be viewed and shared by others. It can also be used as a propaganda tool to address issues, such as environmental issues, like the social media platform TikTok. Social media has become very popular among the Indonesian public. This is supported by the ease of using social media and the availability of numerous applications with distinct characteristics that can be tailored to users' personalities and preferences. Social media enables users to receive, produce, and disseminate information online (Fadli & Sazali, 2023). Chris Heuer (Solis, 2010: 263) states in (Hanum & Husna, 2016) that social media is an online platform used by the public for global interaction and rapid dissemination of information. Social media has replaced the role of conventional media in information dissemination with its various advantages, such as interactivity, flexibility, and faster accessibility. Platforms like TikTok, with its creative and educational visual features, have proven themselves as effective tools for environmental awareness campaigns (Ernesto Sanchez Simamora & Nugroho, 2025).

TikTok first entered Indonesia in 2018, and now TikTok users in Indonesia are very large (Nufus & Sukmawati, 2024). TikTok has introduced a new method of interacting with the surrounding environment. TikTok is not only a platform for visual creativity but also facilitates impactful verbal communication. The use of vocal expressions in TikTok content paves the way for meaningful societal transformation. Direct engagement through language facilitates the rapid and extensive dissemination of information and motivation (Shabrina et al., 2023). TikTok is an audio-visual medium. It offers unique special effects and a wide range of music, making it easy for users to create engaging short videos and freely express their creativity. (Nurfalah et al., 2024) Environmental groups in Indonesia play a significant role in raising awareness and encouraging concrete actions for environmental conservation. Through education, collective action, advocacy, and social innovation, they become drivers of positive change in society. Their presence and role are crucial in supporting sustainable environmental conservation efforts. The TikTok account @Pandawara is one of the content creators raising awareness about environmental issues. Pandawara is a group of five young people from Bandung: Ihsan, Agung, Rifki, Rafli, and Gilang. They are environmental activists and influencers who began their work in mid-2022. (Yenni & M., 2024) Pandawara emerged in May 2022 with the noble goal of cleaning up trash in the rivers around their homes. They have successfully recruited volunteers and attracted the interest of prominent sponsors to collaborate in their efforts. (Setiawan & Arviani, 2024)

Interacting and engaging in social relationships naturally aim to influence others through the words we speak. This is what is referred to as the persuasive process. In communication, there is always a persuasive process at play. Persuasive communication is generally understood as the process of influencing the communicant (the recipient of the message) to conform to the communicator's (the sender of the message) wishes. Therefore, in the process of persuasive communication, the focus is on an invitation or persuasion so that the recipient of the message acts in accordance with the wishes of the sender. (Rustam, 2024). Persuasive communication is communication aimed at bringing about change or influencing the attitudes, behaviors, and beliefs of others so that they act in accordance with the communicator's desires. The effective use of persuasive communication in campaigns facilitates the achievement of objectives. Campaigns have the right foundation for changing attitudes to study and understand the formation of attitudes of an individual or group of people. (Ramadhani et al., 2023) Communication, according to Adeerson, is the communicative behavior of a persuasive message communicator (persuader) who has the goal of changing the beliefs, attitudes, or behavior of individuals or groups as persuasive message recipients (persuadees) through the transmission of messages. (Zulkarnain et al., 2023) A persuasive message is an effort to change the attitudes, beliefs, or actions of an audience to achieve a specific goal. Persuasive messages in digital media influence the audience to take actions in line with the message writer's intentions. (Maulida Iza Rahmadini, 2024) Persuasive communication in social media can be carried out in various ways, such as using engaging content, encouraging audience participation, and providing relevant and easily understandable information. (Radhini et al., 2024) Environmental issues are a major concern worldwide, especially in Indonesia. Climate change, forest fires, air pollution, and ecosystem degradation are some of the biggest environmental problems in the world. One of the most alarming causes of environmental damage is waste. Plastic waste is one of the most common types of waste and has a very harmful effect on the environment. Plastic waste poses a serious threat to the environment because it takes decades, even centuries, to decompose in the soil. (T. A. Putri et al., 2024). According to a 2017 study by the Ministry of Environment, the Environmental Concern Behavior Index (ECBI) of the community was still around 0.57 on a scale of one to ten. This indicates that the community does not yet have an environmentally conscious attitude in their daily lives. (Rajudin & Hadi, 2024). Currently, environmental challenges are a topic of discussion and analysis among the global community, from the general public to professionals in the environmental sector. Environmental incidents now have detrimental effects on both ecosystems and humanity. Examples include deforestation, the decline of green open spaces, the scarcity of habitable land, ozone layer degradation, the greenhouse effect or global warming, oil spills in marine environments, the destruction of fisheries ecosystems due to chemical pollution, and the lack of awareness among individuals who pollute rivers (Fadli & Sazali, 2023). The educational content and calls to action from Pandawara regarding environmental awareness and waste management should serve as a good

example for the community and can be applied in daily life (W. E. Putri et al., 2024). Environmental issues are currently a major concern for many parties. Therefore, Pandawara is actively campaigning to raise public awareness about the importance of protecting the environment by not littering and taking action to clean up rivers or beaches polluted by waste. In addition to advocating for environmental issues, Pandawara also encourages its followers to be more mindful of environmental cleanliness. In a previous study on "The Role of Social Media in Mobilizing Collective Action for Environmental Issues" using triangulation of sources to ensure data validity, the study examined the role of social media in mobilizing collective action on environmental issues. The results of the study showed that social media, specifically Twitter, Facebook, and Instagram, contributed to the mobilization of collective action related to environmental issues. The study highlighted how social media enables individuals to participate without having to join formal organizations, thereby creating more inclusive and rapidly growing social movements.

The research conducted (Ali et al., 2023) was titled "The TikTok social media campaign @Pandawaragroup in raising public awareness of environmental cleanliness." The results showed that this digital campaign successfully built strong social interactions and encouraged public participation in real environmental clean-up actions. The tactics used included conveying convincing messages without blaming specific parties, using data related to areas in need of sanitation, and leveraging team strength and creativity in content creation. However, this study also revealed challenges such as limited facilities and the lack of structured information dissemination regarding environmental education (Fadli & Sazali, 2023).

The Role of Instagram @GreenpeaceID as a Campaign Medium in Environmental Conservation. This study was conducted using a descriptive qualitative method. The results of this study indicate that the Instagram account @GreenpeaceID plays an important role as an environmental campaign medium by presenting two main types of content, namely campaigns about environmental damage and education about environmental conservation, which successfully attracted attention and positive responses from the audience, as evidenced by the high number of likes and comments on the posts, making Instagram an effective tool for advocacy and education in raising public awareness of environmental issues. Meanwhile, this study specifically examines the role of the TikTok platform, particularly the @Pandawara account, in raising awareness of environmental issues. It highlights the @Pandawara account in a more specific role related to the effectiveness of TikTok content in educating and increasing followers' awareness of environmental issues.

According to Soerjono Soekanto (1983) in (Muntasir et al., 2024), persuasion theory in Indonesian society is greatly influenced by existing social and cultural values. The persuasion process in Indonesia does not only focus on changing attitudes and behaviors but also on how individuals adapt to existing cultural norms in society. Therefore, persuasion in Indonesia often involves a collective approach and considers social, religious, and cultural contexts.

In contemporary society, persuasion exists both in the physical realm and on social media platforms. Social media is the most effective channel for disseminating information and shaping individual perspectives. TikTok is a widely used medium for disseminating information through short videos to various communities. Previous studies have not discussed the influence of public comments on the TikTok account @Pandawara on the environmental awareness of its followers.

This study focuses on persuasive messages through the TikTok account @Pandawara in increasing followers' awareness of environmental issues. The study aims to understand how the TikTok account @Pandawara conveys messages about environmental issues and the responses of its followers.

This study employs a qualitative descriptive methodology, utilizing data collection through interviews with followers of the TikTok account @Pandawara and observations of the account itself. The research data sources are categorized as primary and secondary data. Primary data is information obtained from respondents through interviews and direct observation, guided by research-focused questions. Individual data sources were identified using a purposive sampling approach, including selecting participants based on specific criteria aligned with the research objectives. Secondary data refers to information obtained from indirect sources, such as documents, archives, and previous studies.

This study uses a qualitative descriptive approach to describe and analyze the collected data, which is then elaborated through explanations. Data analysis uses measurement tools from informants who are followers of the TikTok account @Pandawara in Cirebon City and have carried out physical cleaning operations with Pandawara in the same location. Observational research on the TikTok account @pandawara was also used to see the responses of TikTok account followers regarding the environmental issue campaign carried out by the TikTok account @Pandawara. This study uses persuasion theory. Persuasion theory is a theory influenced by social, cultural, traditional, and religious values.

This study employed triangulation of sources to ensure data validity by comparing information from various sources. This aimed to enrich understanding of how the TikTok account @Pandawara creates awareness on environmental issues and to identify the responses of its followers.

Data analysis uses a descriptive qualitative methodology that describes and examines the data obtained, then develops it through explanatory discourse. Bogdan & Biklen (1998) in (Rijal Fadli, 2021) argue that descriptive qualitative research emphasizes the process, meaning, and deeper understanding of a phenomenon or event. Data analysis was conducted inductively without using numbers or statistics.

Based on interviews conducted with several followers of the TikTok account @Pandawara, it was found that the content presented by this account has a significant impact on the awareness and attitude change of its followers towards environmental issues. The results of interviews with several respondents indicate that the content displayed by @Pandawara is in line with

Indonesian cultural values, especially in terms of mutual cooperation and concern for the environment.

Most respondents expressed that they felt more concerned about environmental issues after viewing the content presented by @Pandawara. One respondent, Farel, stated:

"Yes, after seeing their content, I feel more concerned about environmental issues and more aware of the importance of protecting the environment." (Farel, 2025).

Additionally, the campaign conducted by @Pandawara is also seen as a positive trend that can raise public awareness on a broader scale. Fredi noted that the campaign is appealing because it is delivered through social media, which is easily accessible to its followers:

Not only does it raise awareness, but many respondents also reported experiencing a change in attitude toward maintaining environmental cleanliness. As Fahmi stated:

In addition to its impact on individuals, the @Pandawara campaign has also encouraged community participation in concrete actions to maintain environmental cleanliness. Some respondents mentioned that they had participated in cleanup activities organized by @Pandawara, such as at Gebang Beach in Cirebon. For example, Taufan stated:

These findings indicate that environmental ads on TikTok significantly influence awareness and drive behavioral change among individuals. This aligns with other research showing that social media serves as an effective teaching and advocacy tool for organizing collective action on environmental issues (Ali et al., 2023b)

The growth of social media across all platforms has not had a negative impact on some users who are able to easily take advantage of it (Shabrina et al., 2023) explains that TikTok has become a social media platform that brings new innovations in social interaction and digital creativity. Not only as a medium of entertainment, TikTok is now a new space for educational campaigns that can shape public opinion. Content creators with the potential to spread positivity through educational content have become a focal point for society, given TikTok's rise as a new social media platform that coexists with the public. We are aware that the abundance of unprofessional content can lead to misinformation, especially since TikTok users are not limited by age. Through clear Human Resource Planning, content creators are expected to provide positive perspectives on the content that will be viewed by their many followers.

One of the accounts studied in this research is Pandawara, with the TikTok username @PandawaraGroup. The educational content on has a positive impact on other TikTok users, making Pandawara go viral, gain many views, and become a topic of discussion among many people. The educational content has raised environmental awareness among its followers, receiving positive responses. Followers believe that Pandawara's performance should be emulated and serve as a special focus for other young people to continue addressing the growing environmental challenges. (Alghony, 2025)

Persuasive messages through social media are a form of communication aimed at raising awareness, influencing attitudes, and encouraging audiences to take specific actions through digital platforms. These messages are often delivered using visual approaches and strong narratives to capture attention, evoke empathy, and foster audience engagement. This aligns with aspects of persuasive communication theory, one of which is audience characteristics. The characteristics of the Indonesian audience are shaped by the strong traditional Eastern culture that has developed within society. As a result, persuasive messages packaged in educational videos are easily conveyed. Additionally, engaging content serves as a key attraction to encourage audience participation in environmental campaigns. The credibility of @Pandawara also adds value in expanding the reach of real-world actions.

The context of social campaigns, such as those conducted by the TikTok account @Pandawara, uses persuasive messages to raise awareness of environmental issues and encourage active participation from followers in maintaining cleanliness. Through educational and inspirational content, these messages can shape changes in audience attitudes and behavior, reflecting cultural values such as mutual cooperation, while leveraging the power of social media as an effective advocacy tool.

Cultural values encompass a set of standards, ideas, and principles embraced by a society, serving as guidelines for daily life. These beliefs are often passed down from generation to generation and influence the thoughts and behaviors of people within a society.

Attitude change is the process by which a person changes their perceptions, beliefs, or habits after being exposed to information, experiences, or influences from their environment. In the context of environmental campaigns on social media, attitude change occurs when individuals who were initially indifferent to environmental cleanliness become more aware and act more responsibly after viewing educational content.

Adaptation is the ability of individuals or groups to adjust to changes in their environment, whether social, technological, or cultural. In the context of social media, adaptation refers to how people accept and use new technologies as tools for interacting, obtaining information, or participating in social movements.

Response is the reaction given by individuals or groups to a stimulus or event. Responses can take the form of comments, actions, support, or even criticism of an issue raised through social media. In the @Pandawara campaign, the response from followers was very positive. Many followers did not just watch the content presented, but were also motivated to take real action.

Based on the research findings, it can be concluded that persuasive messages through social media, particularly those delivered by the @Pandawara account on TikTok, have a significant impact in increasing awareness and encouraging changes in the attitudes and behaviors of followers toward environmental issues. The effectiveness of persuasive messages that do not blame specific parties is able to attract attention and inspire real action. Changes in followers' attitudes and behaviors are evident in their increased awareness of proper waste disposal and participation in actual environmental cleanup activities. Community participation has also increased through involvement in environmental cleanup initiatives launched by @Pandawara, and the adaptation of TikTok as an effective communication tool for disseminating information and driving social action. This digital campaign thus holds great potential for creating broader and more sustainable social change.

This is expected to encourage government agencies, environmental organizations, and social communities to adopt persuasive communication strategies similar to those used by the TikTok account @Pandawara, or even better, especially for government agencies such as the Ministry of Environment and Forestry and related stakeholders, to create work programs in the form of educational approaches on waste and its management, as well as education on the importance of preserving the environment. By using persuasive communication methods, messages can be more easily accepted and motivate broader public participation.

Optimizing the use of TikTok as a social media platform for delivering messages that encourage users to develop more progressive thinking patterns, foster change, and raise awareness about the conditions around us. Additionally, there should be an evaluation of the effectiveness of persuasive messages in addressing environmental issues.

This study aims to assess the effectiveness of persuasive messages related to environmental issues when disseminated through the TikTok social media platform. The research will evaluate audience engagement levels, particularly among followers, perceptions of the messages, and the actual actions taken after receiving the messages.

This study assesses whether participation such as liking, sharing, and commenting on content is truly related to real-life action involvement such as participating in cleaning up trash, sorting trash, or awareness not to litter.

This study was conducted over a relatively short period of time and therefore was unable to capture long-term impacts. While there appears to be an increase in awareness and participation among followers in real-world actions, it remains unclear whether these changes are sustainable or merely a temporary response to the viral nature of the content presented on social media.

Some respondents in this study were young people, such as students and active TikTok users. This makes the results less representative of other age groups, such as adults and people who are less exposed to social media, so that a complete picture of changes in public behavior has not been fully achieved.

We express our deepest gratitude to God Almighty for His grace and blessings, which have enabled us to complete this research report entitled "Persuasive Messages Through TikTok @Pandawara in Raising Awareness of Environmental Issues." We would like to express our gratitude to all parties who have provided support, including university leaders, faculty, study programs, informants who contributed to the provision of data, academic staff who facilitated the research process, friends for their enthusiasm and motivation, and family who have always been a source of strength, prayers, and unwavering support. We are aware that this research has limitations; therefore, constructive criticism and suggestions are highly appreciated for future improvements. We hope this academic work can contribute to the development of media literacy and environmental social campaigns in the digital age.