The Effect of Persuasive Communication of Public Relations of Class I Railway Engineering Center in Medan on Public Safety Awareness and Compliance at Level Crossings in Medan City

This study aims to analyze the influence of persuasive communication conducted by Public Relations of Medan Class I Railway Engineering Center (BTP) on increasing public awareness and compliance with safety at level crossings in Medan City. This study uses a quantitative explanatory approach with a sample size of 385 people selected by purposive sampling. Data were analyzed using Structural Equation Modeling (SEM) to test the direct and indirect effects between variables. The results of data analysis show that persuasive communication has an effect on safety awareness with a p-value of 0.000 <0.05 and a t-statistic value of 9.144. Persuasive communication has an effect on compliance with a p-value of 0.000 <0.05 and a t-statistic value of 14.329. Awareness has an effect on compliance with a p-value of 0.000 <0.05 and a t-statistic value of 6.12. The indirect effect test shows that Safety Awareness significantly mediates the effect of Persuasive Communication on Compliance, with a mediation coefficient value of 0.332 and a t-statistic of 4.801> 1.96 and a p-value of 0.000 <0.05. These findings indicate that persuasive communication by BTP Medan Public Relations plays an important role in increasing safety awareness and public compliance in Medan City. This study is expected to contribute to the development of policies related to safety at level crossings.