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"Industri kreatif di Indonesia berkembang pesat, namun kesadaran terhadap perlindungan Hak Kekayaan Intelektual (HKI) masih rendah, khususnya di kalangan mahasiswa. Penelitian ini bertujuan untuk menganalisis pengaruh kampanye media sosial Instagram @UI.ICON terhadap tingkat kesadaran HKI di kalangan mahasiswa Universitas Indonesia. Menggunakan metode kuantitatif dengan pendekatan analisis regresi linier sederhana, penelitian ini mengukur hubungan antara kampanye media sosial sebagai variabel independen dan kesadaran HKI sebagai variabel dependen. Hasil penelitian menunjukkan bahwa kampanye edukasi melalui media sosial, seperti infografis, trivia, dan reels interaktif, secara signifikan meningkatkan pemahaman mahasiswa tentang konsep HKI, jenis pelanggaran, dan langkah-langkah perlindungan yang dapat diambil. Temuan ini menegaskan bahwa kampanye media sosial dapat menjadi strategi efektif untuk meningkatkan kesadaran HKI di kalangan mahasiswa.

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Indonesia's creative industry is rapidly growing, yet awareness of Intellectual Property Rights (IPR) protection remains low, particularly among university students. This study aims to analyze the influence of the Instagram social media campaign @UI.ICON on the level of IPR awareness among students at Universitas Indonesia. Using a quantitative method with a simple linear regression approach, the study examines the relationship between social media campaigns as the independent variable and IPR awareness as the dependent variable. The results show that educational campaigns through social media—such as infographics, trivia, and interactive reels—significantly enhance students’ understanding of IPR concepts, types of violations, and protective measures that can be taken. These findings highlight that social media campaigns can serve as an effective strategy to improve IPR awareness among university students."

"Skripsi terapan ini bertujuan untuk menganalisis pengaruh kualitas produksi film terhadap attention span (rentang perhatian) penonton, dengan studi kasus pada videoboard film pendek “PT Yak, Op!” yang ditayangkan melalui komunitas Orang Film UI. Di era digital yang sarat distraksi, industri film menghadapi tantangan besar dalam mempertahankan perhatian audiens, khususnya Generasi Z. Kualitas produksi film; termasuk aspek sinematografi, tata suara, dan editing, diyakini memegang peranan penting dalam menarik serta mempertahankan perhatian penonton. Metode penelitian yang digunakan adalah kuantitatif inferensial, melibatkan penyebaran kuesioner kepada 40 responden dari Program Vokasi Universitas Indonesia. Data dianalisis menggunakan statistik deskriptif, analisis korelasi, dan uji hipotesis. Hasil penelitian ini diharapkan dapat memberikan kontribusi teoritis dalam kajian psikologi perhatian dan seni audiovisual, serta rekomendasi praktis bagi pembuat film untuk meningkatkan keterlibatan audiens melalui peningkatan kualitas produksi.

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This applied thesis aims to analyze the influence of film production quality on viewers’ attention span, using the short videoboard film PT Yak, Op!, screened by the Orang Film UI community, as a case study. In today’s distraction-heavy digital era, the film industry faces significant challenges in maintaining audience attention, particularly among Generation Z. The quality of film production; including cinematography, sound design, and editing, is believed to play a crucial role in capturing and sustaining viewers' attention. This study employs an inferential quantitative method, involving the distribution of questionnaires to 40 respondents from the Vocational Program of Universitas Indonesia. The data is analyzed using descriptive statistics, correlation analysis, and hypothesis testing. The findings of this research are expected to contribute theoretically to the study of attention psychology and audiovisual arts, as well as provide practical recommendations for filmmakers to enhance audience engagement through improved production quality."