PERSEPSI REMAJA TERHADAP IKLAN ROKOK DAN PERILAKU MEROKOK DI KOTA BANDA ACEH
Nurhayati, Dra. Yayi Suryo Prabandari, M.Si, Ph.D
2011 | Tesis | S2 Ilmu Kesehatan MasyarakatLatar Belakang Survei yang dilakukan Global Youth Tobacco Survey Indonesia tahun 2006 menunjukkan bahwa 12,6% siswa laki-laki dan 2,3% siswa perempuan merokok, sebanyak 64,22% remaja terpapar asap rokok di rumah. Survei terhadap pajanan iklan rokok menemukan 92,9% remaja melihat iklan di papan reklame, 82,86% melihat iklan di koran, majalah dan televisi, yang memiliki barang seperti topi dengan logo merek rokok sebanyak 10%. Perilaku merokok remaja dipengaruhi oleh orangtua, teman sebaya dan iklan rokok. Iklan, promosi dan sponsor rokok berperan penting dalam menciptakan budaya merokok pada remaja. Tujuan : Untuk menggali lebih dalam persepsi remaja terhadap iklan rokok dan perilaku merokok pada remaja di Banda Aceh Metode : Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan fenomenologi. Subjeknya adalah siswa SMPN di Banda Aceh, berjumlah 31 orang, metode pengumpulan data dengan Diskusi Kelompok Terarah dan wawancara mendalam. Analisis penelitian ini menggunakan analisis isi, model interaktif, berupa pengumpulan data, reduksi data, penyajian data dan penarikan kesimpulan. Hasil dan Pembahasan: Remaja yang aktif diorganisasi dan yang tidak aktif di organisasi menganggap iklan rokok hanya sebagai sarana indutri rokok untuk mempromosikan produknya, sedangkan bagi remaja perokok iklan rokok merupakan sarana media informasi untuk mengetahui jenis, rasa dan harga rokok terbaru. Remaja terpapar iklan rokok ketika berada di rumah, di jalan raya serta ketika mengikuti kegiatan-kegiatan remaja yang disponsori iklan rokok. Walaupun ada peraturan dilarang merokok di sekolah biasa namun masih ada siswa, guru, staf administrasi yang merokok, hal ini disebabkan karena peraturan yang lemah di SMP biasa. Sedangkan di sekolah unggulan siswa tidak merokok walaupun guru dan staf administrasi merokok, hal ini disebabkan karena peraturan yang ketat di sekolah tersebut. Bila siswa sekolah unggulan merokok di sekolah atau di luar sekolah akan dikeluarkan dari sekolah. Selain peraturan larangan di sekolah lemah, penyebab perilaku merokok remaja dipengaruhi teman dan orang tua , guru yang merokok. Kesimpulan: Remaja yang aktif dan tidak aktif di organisasi menganggap iklan rokok sebagai promosi produk bagi industri rokok. Sedangkan remaja perokok iklan sebagai media informasi untuk mengetahui jenis rokok terbaru dan harga rokok. Penyebab perilaku merokok remaja di pengaruhi oleh teman, orangtua, guru merokok serta peraturan larangan merokok di sekolah
Background:. A survey conducted by Indonesia Global Youth Tobacco Survey in 2006 showed that 12.6% of male students and 2.3% of female students smoked, and 64.22% of adolescents were exposed to smoke at home. A survey of cigarette exposure found that 92.9% of adolescent smokers saw cigarette advertising on billboards, 82.86% saw ads in newspapers, magazines and television, and as much as 10% had items such as hats with cigarette brand logos. Smoking behavior in adolescents is influenced by parents, peers and cigarette advertising. Cigarette advertising, promotion and sponsorship are instrumental in creating a culture of smoking in adolescents. Objective: To explore about the adolescent’s perception on cigarette advertising and adolescent’s smoking behavior in Banda Aceh Methods: This study used a qualitative research method with an approach of phenomenology. The subjects were 31 students of junior high schools in Banda Aceh. The method of collecting data was focus group discussion and in-depth interviews. The analysis used a content analysis, an interactive model in the form of data collection, data reduction, data presentation and conclusion drawing. Results and Discussion: Adolescents who were active and not active in organization considered cigarette advertising only as a means for cigarette industries to promote their products, while for adolescent smokers, cigarette advertising was a means of information media to find out the types, new flavors and cigarette prices. Adolescents were exposed by cigarette advertising when at home, streets and programs held and sponsored by cigarette industry. Despite rules to ban smoking at school, smokers comprising students, teachers, and administrative staff were still found around the ordinary schools due to their weak rules about smoking whereas in eminent schools the students did not smoke due to the strict rules at the schools even though the teachers and administrative staff smoked. When the eminent school students smoked at school or outside the school, they would be excluded from school. In addition to weak restrictions in the school, the cause of adolescent smoking behavior was the influence of friends, parents, and teachers who smoked. Conclusion: Adolescents who were active and not active in organization considered cigarette advertising only as a means for cigarette industries to promote their products, while for adolescent smokers, cigarette advertising was a means of information media to find out the types, new flavors and cigarette prices. In addition to weak restrictions about smoking in the school, the cause of adolescent smoking behavior was the influence of friends, parents, and teachers who smoked.
Kata Kunci : persepsi, remaja, iklan rokok
