The Impact of Digital Advertising Message toward Consumer Responses based on The Facet Model of Effects (Study on WWF Indonesia's Instagram Advertising FaceApp Version on @wwf_id)

The knowledge about plastic waste dangers to the environment is very important for the audience. One of the forms of persuasive communication is advertising, consist of visual elements like logos, colors, layouts, photographs and texts. Advertising messages can affect consumer responses based on six factors. The Facet Model of Effects consist of perception, emotion, cognition, association, persuasion, and behaviour. WWF Indonesia, is the nonprofit organization engaged in environmental conservation. WWF Indonesia through their Instagram social media account @wwf_id, provides knowledge about plastic waste. WWF Indonesia advertisement The FaceApp version is one of WWF Indonesia campaign to reduce plastic waste. The data analysis technique used is a simple linear regression to prove the hypothesis that there is a significant impact of digital advertising messages (X) toward consumer responses based on six factors of The Facet Model Effects perception (Y1), emotion (Y2), cognition (Y3), association (Y4), persuasion (Y5), and behavior (Y6). Based on the results, X-Y1, X-Y2, X-Y4, X-Y6 influence each other or H1 is accepted. X-Y4 has the highest value which is 60.5%. It means there is significant influence of advertising message (X) towards association facet (Y4). However, X-Y3 and X-Y5 are not involved in hypothesis testing because the data are not normally distributed.