RANIA, RATU (2024) PENGARUH INFORMASI MEDIA SOSIAL INSTAGRAM @halodoc TERHADAP PENINGKATAN PEMAHAMAN KESEHATAN PADA FOLLOWERS TAHUN 2023. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The increasing development of technology in the digital era has made technology a tool capable of meeting people's daily needs, especially in the medical field. In the digital era, more and more people are looking for health information via the internet or social networks. Through the Instagram social network, Halodoc carries out marketing communications while providing various types of health information that followers need. The approach used in this research is quantitative. This research aims to determine the effect of using social media Instagram @halodoc on increasing health understanding. The population of this study consisted of followers of @halodoc on Instagram with a sample of 277 respondents calculated using the Yamane formula. The model concept used in this research is the AISAS model concept. Information on social media use is measured in 4 (four) dimensions, Current Need approach, Everyday need approach, Exhaustic need approach, Catching-up need approach. Meanwhile, understanding followers' health needs is measured in 4 (four) dimensions, namely Attention, Interest, Search, Action. The research results show that there is a positive influence between the influence of the social media Instagram halodoc on increasing understanding among followers in 2023 by 66%, while the remaining 34% is influenced by other factors not examined in this research. In the hypothesis test, the Sig value was 0.001 < 0.050 and the T value was 23,317 > 2,259, meaning that there was an influence of Instagram Social Media Information on Followers' Health Understanding. Keywords: Social Media, AISAS, Information, Understanding, Health. Semakin berkembangnya teknologi di era digital menjadikan teknologi sebagai alat yang mampu memenuhi kebutuhan sehari-hari masyarakat, khususnya di bidang medis. Di era digital, semakin banyak orang yang mencari informasi kesehatan melalui internet atau jejaring sosial. Melalui jejaring sosial Instagram, Halodoc melakukan komunikasi pemasaran sekaligus menyediakan berbagai jenis informasi kesehatan yang dibutuhkan followers. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif. Penelitian ini bertujuan untuk mengetahui pengaruh penggunaan media sosial Instagram @halodoc terhadap peningkatan pemahaman kesehatan. Populasi penelitian ini terdiri dari followers @halodoc di Instagram dengan sampel sebanyak 277 responden yang dihitung menggunakan rumus Yamane. Konsep model yang digunakan dalam penelitian ini adalah Konsep model AISAS. Informasi penggunaan media sosial diukur dalam 4 (empat) dimensi, Current Need approach, Everyday need approach, Exhaustic need approach, Catching-up need approach. Sementara itu, Pemahaman kebutuhan Kesehatan followers diukur pada 4 (empat) dimensi, yaitu Attention, Interest, Search, Action. Hasil penelitian menunjukan terdapat pengaruh yang positif antara Pengaruh Media sosial Instagram halodoc terhadap peningkatan pemahaman pada followers tahun 2023 sebesar 66% sedangkan sisanya 34% dipengaruhi oleh faktor lain yang tidak diteliti dalam penelitian ini. Dalam uji hipotesis didapatkan hasil nilai Sig 0,001 < 0,050 dan didapat nilai Thitung sebesar 23.317 > 2.259, artinya terdapat pengaruh Informasi Media Sosial Instagram terhadap Pemahaman Kesehatan Pada Followers. Kata Kunci: Media Sosial, AISAS, Informasi, Pemahaman, Kesehatan
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