ERNIA, VINA (2024) PENGARUH KAMPANYE PENCEGAHAN PERNIKAHAN DINI PADA AKUN INSTAGRAM @bkkbnofficial TERHADAP TINGKAT PENGETAHUAN RISIKO MENIKAH MUDA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Early marriage remains a significant issue in Indonesia, with many teenagers marrying before the ideal age set by the National Population and Family Planning Board (BKKBN). This study aims to evaluate the impact of the early marriage prevention campaign conducted by the Instagram account @bkkbnofficial on teenagers' knowledge regarding the risks of early marriage. Utilizing the Uses and Effects theory, this research examines how the use of Instagram as a campaigning medium can influence the audience's understanding of the risks associated with early marriage. A quantitative method with a positivist paradigm was applied to analyze data collected through surveys of Instagram users aged 12 to 23 years. The study population consists of followers of the Instagram account @bkkbnofficial, totaling 191,000 individuals. Data collection was conducted using questionnaires, and data analysis was performed using simple linear regression analysis with the assistance of SPSS version 25. Sampling was done using Non-Probability Sampling with a Purposive method, with a sample size of 100 individuals determined by Slovin's formula. The analysis results indicate that the t-value of 23.199 > t-table 1.29025, thus rejecting the null hypothesis (H0) and accepting the alternative hypothesis (H1). An R Square value of 0.846 or 84.6% indicates that the early marriage prevention campaign messages on the @bkkbnofficial Instagram account significantly impact the level of knowledge about the risks of early marriage, while the remaining 15.42% is influenced by other variables not examined in this study. These findings underscore the effectiveness of using social media, particularly Instagram, in enhancing teenagers' knowledge about the risks of early marriage and highlight the important role of social media in health prevention campaigns. Keywords: Instagram Application,Campaign Messages, Level of Knowledge Pernikahan dini di Indonesia masih menjadi masalah signifikan, dengan banyak remaja yang menikah sebelum usia ideal yang ditetapkan oleh (BKKBN). Penelitian ini bertujuan untuk mengevaluasi pengaruh kampanye pencegahan pernikahan dini yang dilakukan oleh akun Instagram @bkkbnofficial terhadap tingkat pengetahuan remaja mengenai risiko pernikahan dini. Menggunakan teori Uses and Effects, penelitian ini mengkaji bagaimana penggunaan Instagram sebagai media kampanye dapat mempengaruhi pengetahuan audiens tentang risiko pernikahan dini. Metode kuantitatif dengan paradigma positivisme diterapkan untuk menganalisis data yang dikumpulkan melalui survei terhadap pengguna Instagram usia 12 hingga 23 tahun. Populasi penelitian mencakup followers akun Instagram @bkkbnofficial, yang berjumlah 191.000 orang. Teknik pengumpulan data dilakukan dengan kuesioner, sedangkan teknik analisis data menggunakan analisis regresi linier sederhana dengan bantuan SPSS versi 25. Pengambilan sampel dilakukan dengan teknik Non-Probability Sampling menggunakan metode Purposive, dengan jumlah sampel sebanyak 100 orang berdasarkan Rumus Slovin. Hasil analisis menunjukkan bahwa t hitung sebesar 23.199 > t tabel 1,29025, sehingga hipotesis H0 ditolak dan H1 diterima. R Square sebesar 0.846 atau 84,6% mengindikasikan bahwa pesan kampanye pencegahan pernikahan dini pada akun Instagram @bkkbnofficial berpengaruh signifikan terhadap tingkat pengetahuan risiko menikah muda, sementara sisanya sebesar 15,42% dipengaruhi oleh variabel lain yang tidak diteliti dalam penelitian ini. Temuan ini menegaskan efektivitas penggunaan media sosial, khususnya Instagram, dalam meningkatkan pengetahuan remaja tentang risiko pernikahan dini dan menunjukkan peran penting media sosial dalam kampanye pencegahan kesehatan. Kata Kunci : Aplikasi Instagram, Pesan Kampanye, Tingkat Pengetahuan.
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