PEMASARAN SOSIAL VAKSINASI COVID-19 DALAM MEDIA DARING (Analisis Isi Kuantitatif terhadap Objektivitas Pemberitaan tentang Vaksinasi COVID-19 dalam Portal Berita Daring Kompas.com)

AJITRISNA, HERIBERTUS ELINGGA (2022) PEMASARAN SOSIAL VAKSINASI COVID-19 DALAM MEDIA DARING (Analisis Isi Kuantitatif terhadap Objektivitas Pemberitaan tentang Vaksinasi COVID-19 dalam Portal Berita Daring Kompas.com). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The COVID-19 vaccination is a social marketing campaign program run by the government in the midst of the COVID-19 pandemic. It requires efforts so that information can be received and change people's behavior to participate in vaccination. Online journalism media such as Kompas.com can be used in social marketing communications effort. This study aims to determine the tendency and objectivity of reporting on Kompas.com, especially regarding the issue of COVID-19 vaccination. This research uses quantitative content analysis method. The sample used is news of 145 news from a total population of 1,961 collected during the period January 1 to March 31, 2021, which was collected using multistage sampling technique. The concept of online journalism's health marketing communication concept and Westerståhl's concept of objectivity are used as a reference in news objectivity and its relation to social marketing efforts. The results of the study conclude that in a tendency, the presentation of news on Kompas.com related to social marketing of COVID-19 vaccination is in hard news format, with the main focus being the central government (both the government and the regions). The main news dimension is dominated by the implementation of vaccination. The various reports can be concluded to be objective, although not completely. The news presented is informative in reporting about the social marketing of the COVID-19 vaccination. Keywords: COVID-19 Vaccination, Social Marketing, Online Journalism, News Objectivity, Kompas.com Vaksinasi COVID-19 merupakan pemasaran sosial yang digalakkan pemerintah di tengah pandemi COVID-19 membutuhkan upaya agar informasi dapat diterima dan mengubah perilaku masyarakat untuk berpartispasi dalam vaksinasi. Media jurnalisme daring seperti Kompas.com dapat digunakan dalam komunikasi pemasaran sosial. Penelitian ini bertujuan untuk mengetahui kecenderungan dan objektivitas pemberitaan pada Kompas.com, khususnya terkait masalah vaksinasi COVID-19. Penelitian ini menggunakan metode analisis isi kuantitatif. Sampel yang digunakan merupakan berita sejumlah 145 berita dari total populasi 1.961 yang dikumpulkan selama periode 1 Januari-31 Maret 2021 yang dikumpulkan dengan menggunakan teknik multistage sampling. Konsep komunikasi pemasaran kesehatan jurnalisme daring dan konsep objektivitas Westerståhl digunakan sebagai referensi penjelasan tentang objektivitas berita dan kaitannya dengan upaya pemasaran sosial. Hasil penelitian menyimpulkan bahwa secara kecenderungan, penyajian pemberitaan di Kompas.com terkait pemasaran sosial vaksinasi COVID-19 berformat hard news, dengan narasumber yang menjadi fokus utama adalah pemerintah pusat (baik pemeritah maupun daerah). Dimensi pemberitaan utamanya didominasi pelaksanaan vaksinasi. Adapun berbagai pemberitaan dapat dikatakan objektif namun belum sepenuhnya. Berita yang disajikan bersifat informatif dalam mengabarkan tentang pemasaran sosial vaksinasi COVID-19. Kata Kunci: Vaksinasi COVID-19, Pemasaran Sosial, Jurnalistik Daring, Objektivitas Berita, Kompas.com`

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 22 012
Call Number: SK/43/22/001
NIM/NIDN Creators: 44317120056
Uncontrolled Keywords: Vaksinasi COVID-19, Pemasaran Sosial, Jurnalistik Daring, Objektivitas Berita, Kompas.com`
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.1 Advertising/Periklanan
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: Dede Muksin Lubis
Date Deposited: 24 Aug 2022 07:39
Last Modified: 09 Nov 2023 06:19
URI: http://repository.mercubuana.ac.id/id/eprint/68393

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