ANALISIS PENGARUH PENCANTUMAN PESAN BAHAYA MEROKOK PADA KEMASAN ROKOK TERHADAP PERILAKU MEROKOK
Nugroho, Yustinus Juniawan, Adv.: Dr. Sahid Susilo Mugroho, M.Sc.
Cigarette is one among many controversial products in the world, include in Indonesia. It has either positive or negative impact to people life. In one side, cigarette industry give significant contribution to Indonesian economics.
Cigarrete industry is one of the biggest tax payer. It creates opportunities for employment which absorbs lot of labor. Cigarette industry also playa significant role in advertising industry. In other side, cigarette smoke contain thousands of poisonous chemistry materials that can endanger people's health. Because its negative effect, many countries create policy to increase people awareness of smoking risk, in this case through warning label.
The purposes of this research are: (1) to examine the impact of perceived risk to smoking behavior and (2) identify if the risk acceptability moderated the relationship of perceived risk and smoking bahvior. Based 250 respondens and using Linear Multiple Regression, the result shows that perceived risk (warning label) has significant effect to smoking behavior. Whereas, Hierarchical Moderated Regression (HMR) shows that risk acceptability doesn't significantly moderate the relationship between perceived risk and smoking behavior.
Keywords: warning label, perceived risk, risk acceptability, smoking behavior.
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Kata Kunci : warning label, perceived risk, risk acceptability, smoking behavior.
