Efektivitas Iklan Layanan Masyarakat Covid-19 Dengan Dimensi Budaya Power Distance dan Konteks Pemberitaan Dengan Orientasi Kolektivistik

WIDYA PANGESTIKA, Rahmat Hidayat, S.Psi. M.Sc., Ph.D.

2022 | Skripsi | S1 PSIKOLOGI

Indonesia tercatat sebagai salah satu negara terdampak Covid-19 yang kini segera memerlukan solusi untuk mengatasi penurunan kepatuhan masyarakat terhadap protokol kesehatan. Diketahui iklan layanan masyarakat dapat digunakan sebagai alternatif yang efektif untuk mempengaruhi perilaku masyarakat secara masif. Meskipun demikian, keberhasilan iklan tersebut dapat dipengaruhi budaya masyarakat yang konkruen dan cara konteks pemberitaan disampaikan. Tujuan penelitian untuk mengkaji pengaruh dimensi budaya power distance dan konteks pemberitaan terhadap efektivitas iklan layanan masyarakat Covid-19. Desain penelitian menggunakan metode eksperimen acak dengan rancangan 2 (high vs low power distance) X 3 (konteks pemberitaan: positif, negatif, netral) between-subjects factorial. Partisipan penelitian terdapat 268 partisipan dengan rentang usia 19-30 tahun. Analisis data menggunakan analisis varian multivariat (MANOVA) dengan bantuan aplikasi IBM SPSS Statistic v.25. Hasil penelitian menunjukkan hanya menemukan dimensi budaya power distance dan konteks pemberitaan secara bersamaan dapat mempengaruhi efektivitas iklan layanan masyarakat Covid-19, khususnya pada aspek interest dan action-intention.

Indonesia is listed as one of the countries affected by Covid-19 which urgently needs a solution to overcome the decline in public compliance with health protocols. It is known that public service advertisements can be used as an effective alternative to massively influence public behavior. However, the success of advertisements can be influenced by a congruent community culture and the way the news context is delivered. The purpose of this study is to examine the influence of the cultural dimension of power distance and the message framing on the effectiveness of Covid-19 public service advertisements. The research uses a randomized experimental method with a 2 (high vs low power distance) X 3 (message framing: positive, negative, neutral) between-subjects factorial design. There are 268 participants in this study with an age range of 19-30 years. The data is analyzed using variant multivariate analysis (MANOVA) with the help of IBM SPSS Statistic v.25 application. The results showed that there are only the cultural dimensions of power distance and the message framing can simultaneously affect the effectiveness of advertising public services in the aspects of interest and action intention.

Kata Kunci : advertising effectiveness, culture dimension, message framing