KORELASI ANTARA LABEL PERINGATAN KESEHATAN PADA IKLAN ROKOK DENGAN PERILAKU MEROKOK REMAJA

YUNELMI, YUNELMI (2011) KORELASI ANTARA LABEL PERINGATAN KESEHATAN PADA IKLAN ROKOK DENGAN PERILAKU MEROKOK REMAJA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The C orrelation betw een G overnm ent a l H ealth W arning L abel a t Tobacco Company A d vertisin g T o w a rd T he Y outh Sm oking B ehavior.( A survey for youths age 15 - 18 years old , S M K stu d e nts w h o lo c ate d in T a n a h A b a n g D istr ic ) A BSTRACT . T his survey w as co n d u c te d to a s s e s th e c o r r e la tio n b e tw e e n G overnm ental health w a r n in g la b el o f to b a c c o c o m p a n y a d v e r tis in g tow ard the y o u th s m o k in g b e h a v io r . T h er e a r e fo u r in d e p e n d e n t v a ria b els m e a s u r e d in this s u r v e y , vis ibility (X 1 ), E m o tio n al a p p e a l (X 2 ), H e a lth a p p e al (X 3 ) a n d M o r al appeal (X 4). T h e sa m p le co m p rised 1 2 0 yo u th s , a g e s 1 5 – 18 y e a r s . T h e respondents study at SM K N egeri 1 9 located at jalan D an a u L im b o to n o . 11 P ejo m p o n g a n C en tra l Ja ka rta T h e criteria o f sa m p el ch o sen o n ly fo r th e stu d ents w h o esp ecially liv e in Tanah A b a n g D istric . Q u a n titiv e m e th o d u sed in th is su rvey a n d th e d a ta w a s p ro cessed by using Chi - Square Pearson P roduct M o m e nt. T h e re su lt of the survey indicated tha t p - v a lu e for vis ibility 0 ,0 0 2 : h ip oth e sis r e je cte d , E m o tio n a l a p p e a l p - value 0 ,0 1 2 : hip o th esis rejecte d . T h e c o n c lus io n th a t th e re w e r e s ig n ific a nt infl u e n c e o f vis ibility a n d e m o tio n al a p p e a l tow ard the youth sm oking behavior. The H ipothesis test for health appeal p - value 0 , 132 and m oral appeal p - value 0 ,7 9 6 0 ,0 5 , b o th o f th e m in d ic ate d th at h ip oth e s is r e c eiv e d m e a n s th at there w ere no influ e nc e o f h e a lth a p p e al a n d m o r a l a p p e a l t ow ard the youth sm oking behavior . R e s p o n d e n ts w h o h a v e hig h e r h e alth ap p e a l and m oral appeal p o s s e s s e q u al p r o p o r tio n to the re sp o n d e nts w h o h a v e lo w e r o n es. M eans that the sm o kin g b eh a vio r w ere n ot infu en ced b y th a t fa cto rs. B ased on this survey m ost of respondents w ere exposed by tobacco a d vertisem en t in te levision , Secondly sm oking pare n ts a re a lso th e g reatest influence on their c h i l d r e n ’ s b e h a v i o r . C h i l d re n w h o s e p a r e n t s s m o k e a re t w i c e a s li k e ly t o b e c o m e sm okers them selves . the governm ent should aw are that th e e x p o s ur e o f c ig ar e tte a d v e r tis e m e n t c r e ate h a r m ful e ffe c ts o n y o u th s especially for 15 - 1 8 y e a rs old . The G overnm ent should give lim ita tio n eith er fo r th e tim e or for th e p la c e w h e r e th e to b a c c o is a llo w e d to a d v e r tis e a n d a ls o t o m ake cam paign prom otion to save the youths. P a ren ts a n d so ciety sh o u ld re a liz e a b o u t h a r m fu l effe c ts of s m o k in g s o they m ust cooperate and hand in hand together to prevent the youth sm oking from that effects . A n o t h e r a lt e r n a ti v e i s t o m a k e t h e p u b l ic h e a l t h - funded program s to encourage people to never take up sm oking . T h ese co n sist o f p ro gra m s th a t sp ea k d i r e c tl y t o y o u t h s , p r o g r a m s t h a t s p e a k t o p a re n t s , p r o g r a m s d i re c t e d t o w a r d r e ta ile r s , a n d p r og r a m s th a t fu n d m a in str e a m y o u th o r g a niz a tio n s . K O R E L A SI A N T A R A L A B E L PE R IN G A T A N K E SE H A T A N P A D A IK L A N ROK OK DEN GA N PE R IL A K U M E R O K O K R E M A JA ( S uatu survey terhadap re m a ja u s ia 1 5 - 18 tahun sisw a S M K d i w ila y a h K e c a m ata n T a n a h A b a n g ) A B S T R A K . P enelitian ini dilakukan untuk m e n ge ta h ui k o re la si a n ta ra la b e l p e rin g a ta n p e m e rin ta h p a d a ikla n ro k o k d e n g a n p e r i la k u m e r o k o k r e m a j a . T e rd a p a t em p a t v a ria b e l in d e p e n d e n / b e ba s y a n g diteliti y a itu d a y a ta rik p es a n ( v is ibility ) X 1 , d a y a ta rik e m o si ( em otio n al a p p e a l) X 2 , d a y a ta rik k e se h a ta n ( h e a lth a p p ea l )X 3 , d a n d a ya tarik m o ra l ( m ora l a p p e a l ) X 4 te rh a da p v a ria b e l dependen ( Y ). S a m p e l te rdiri da ri 12 0 p e laja r/ rem a ja , b e rum u r a nta ra 1 5 ta h u n – 1 8 tahun . R esponden m erupakan pelajar S M K N e g e ri 1 9 Ja k a rta . K rite ria p em ilih a n sam ple diam bil hanya khusus bagi pelajar yang be rd o m is ili di w ila y a h K e c am a ta n T a n a h A b a n g . P e n e litia n in i m e n g u n a k a n p e n d e k ata n k u a ntita tif d e s k rip tif d e n g a n m e n g u n a k a n m eto d e su rv e y . P e n g o la ha n d a ta n y a m e n g u n a ka n Chi - S quare P e a rs o n P ro d u c t m o m e nt d a n k e s e luru h a n p e n g o la ha n d a ta d ila k u k a n d e n g a n m engunakan program SPSS. H a s il p e n elitia n m e n u nju k a n b a h w a te rda p a t h u b u n g a n y a n g s ig nifik a n a nta ra v a ria b el v isib ility (X 1 ) d a n v a ria be l e m otio n al a p p e al (X 2 ) d e n g a n p e ri laku m e ro k o k re m aja (Y ), y a k ni n ila i p - value C hi - S q u are se b e sar 0 ,0 0 2 dan 0 ,0 1 2 . N ilai p - value C hi - S q u a re u n tu k v a ria b e l he a lth a p p e al y aitu se b esa r 0 ,1 3 2 0 ,0 5 d a n n ila i p - value m o ral a p p e a l se b e sa r 0 ,7 9 6 0 ,0 5 se h in g g a h ip o te sis diterim a y aitu tid a k terd a p a t h u b u n g a n y a n g s ig nifika n a n ta ra d a ya tarik k e s e h a ta n , d a y a ta rik m ora l d e n g a n pe rila k u m e ro k o k rem a ja . B e rd a s a rk a n s urv e y fa kto r y a n g p a lin g u tam a m em p e n g aru h i p e rila k u m e ro k o k re m a ja a d a la h d is e b a b k a n ikla n ro k o k d i tele v isi, faktor kedua yaitu disebabkan o le h o ra n g tu a y a n g m e ro k o k . O le h k a re n a itu p erlu a d a n y a k e bija k a n p em e rin ta h u n tu k m en g elu ark an reg ulasi / p eraturan y an g m em batasi b aik w ak tu m au p u n ruang untuk iklan rokok s e rta m e m b ua t ik la n ta n dingan dalam rangka m en y elam atk an g enerasi m u d a . P a ra o ra n g tu a d a n m asy a ra k at h a ru s salin g b e k e rja sa m a u ntu k m e n a n g u la n gi b a h a y a ro k o k . A lte rn atif lain y aitu m e n d irik a n y a y a s a n y a n g p e d u li terh a d a p b a h a y a ro k o k d a n d a m p a k n ya te rha d a p rem a ja m isalnya denga n m e m b erik a n p e n g a ra h a n la n g su n g k e p a d a o ra n g tu a , p a ra produsen dan pengecer , serta m e n d u k u n g se m u a k e gia ta n y a n g k om m it u n tu k penyelam atan generasi m uda.

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