ALIFFA, MIANA SYNDI (2022) PENGARUH KAMPANYE SOSIAL DIRUMAHAJA PADA MEDIA SOSIAL TWITTER TERHADAP SIKAP SADAR KESEHATAN BAGI REMAJA DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
During the Covid-19 pandemic, many forms of efforts to break the chain of the spread of Covid-19 were carried out. One of the efforts made on media platforms is through social campaigns. However, not all Indonesians comply with these efforts, especially among adolescents who still often ignore health protocols. This study aims to find out and explain the influence of social campaigns #dirumahaja on Twitter social media on health-conscious attitudes for adolescents in DKI Jakarta. There are three elements in a campaign described by Inter-Venus. These elements are campaign actors, campaign media, and the content of campaign messages which will then intersect the individual attitude component of the community. According to Azwar, the components of these attitudes are cognitive components, affective components, and conative components. This research is causal quantifiable with an explanatory approach with a survey technique method. The population in this study was 1,476,283 people in DKI Jakarta age ranged from 15 to 24 years. Meanwhile, the number of samples in this study was 101 respondents and obtained through non-probability sampling techniques. Based on the results of this research and data analysis that has been carried out, it shows that 59% of health-conscious attitudes for adolescents in DKI Jakarta are influenced by social campaigns #dirumahaja on Twitter social media. Keywords: Social Campaigns, Health Conscious Attitude. Pada masa pandemic Covid-19 berlangsung, banyak bentuk – bentuk upaya untuk memutus rantai penyebaran Covid-19 yang dilakukan. Salah satu upaya yang dilakukan diadakan pada platform media yakni melalui kampanye sosial. Namun, tidak semua masyarakat Indonesia mematuhi upaya – upaya tersebut, terutama masyarakat dikalangan remaja yang masih sering mengabaikan protocol Kesehatan. Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh kampanye sosial #dirumahaja pada media sosial Twitter terhadap sikap sadar Kesehatan bagi remaja di DKI Jakarta. Terdadapat tiga unsur – unsur dalam sebuah kampanye yang dijabarkan oleh Antar Venus. Unsur – unsur tersebut adalah pelaku kampanye, media kampanye, dan isi pesan kampanye yang kemudian akan mempengahuri komponen sikap individu masyarakat. Komponen – komponen sikap tersebut menurut Azwar adalah komponen kognitif, komponen afektif, dan komponen konatif. Penelitian ini bersifat kausal kuantittaif dengan pendekatan eksplanatif dengan metode teknik survey. Populasi dalam penelitian ini sebanyak 1.476.283 masyarakat DKI Jakarta rentang usia 15 – 24 tahun. Sementara jumlah sampel pada penelitian ini sebanyak 101 respondendan didapatkan melalui teknik sampling nonprobaility sampling. Berdasarkan hasil dari penelitian dan analisis data yang telah dilakukan ini menunjukan bahwa 59% sikap sadar Kesehatan bagi remaja di DKI Jakarta dipengaruhi oleh kampanye sosial #dirumahaja pada media sosial Twitter. Kata Kunci: Kampanye Sosial, Sikap Sadar Kesehatan.
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