Tanggapan masyarakat terhadap iklan layanan sosial TB Paru di TVRI Banjarmasin
JUANDA, dr. Suharyanto Supardi, MPH.,MSPH
2003 | Tesis | S2 Ilmu Kesehatan MasyarakatLatar Belakang: Upaya Dinas Kesehatan Kota Banjarmasin melakukan promosi kesehatan iklan layanan masyarakat (television spots) tentang TB paru melalui media televisi stasiun lokal TVRI Banjarmasin, dilain pihak ada respon negatif masyarakat tertulis yang disampaikan melalui koran lokal. Tujuan penelitian adalah untuk mengetahui tanggapan masyarakat khususnya daya tarik pesan, pemahaman pesan, penerimaan pesan, keterlibatan individu terhadap pesan dan daya persuasi pesan terhadap iklan tersebut. Metode: Penelitian deskriptif, dengan pendekatan kualitatif pengambilan sampel dengan purposive sampling dengan pengumpulan data masing-masing melalui DKT 8 orang setiap kelompok, dan 5 orang untuk Wawancara Mendalam. Sedangkan pendekatan kuantitatif dengan rancangan cross sectional. Pengambilan sampel digunakan metode survey cepat dengan jumlah sampel 100 responden tersebar dari 30 Kelurahan di Kota Banjarmasin, pengumpulan data digunakan cara wawancara terstruktur dengan kuesioner. Subjek penelitian Kepala Keluarga atau ibu rumah tangga yang pernah menonton iklan TB paru dan berdomisili di wilayah Kota Banjarmasin. Pengolahan dan analisis data kualitatif dengan interpretasi mendalam, penafsiran dan pengambilan kesimpulan, sedangkan data kuantitatif dengan bantuan program komputer SPSS Release 10.0. Hasil penelitian:Tanggapan sebagian besar informan terhadap daya tarik pesan sudah baik, terhadap pemahaman pesan sebagian sudah paham, penerimaan pesan sebagian tidak setuju dengan adegan fragmen ibu mengingatkan suami, keterlibatan individu sebagian besar merasa sebagai target (sasaran) iklan dan daya persuasi sebagian masih beranggapan pesan kurang persuasif artinya tidak menggugah untuk melakukan hal yang sama telah diperankan pemeran pesan. Usulan informan agar menggunakan Bahasa Indonesia dan pemeran pesan artis atau tokoh kharismatik lokal. Kesimpulan: Tanggapan terhadap pesan sebagian besar informan menyatakan perlu perbaikan pada aspek penerimaan pesan dan daya persuasi pesan.
Background: Strive The Public Health Service of Town Banjarmasin [do/conduct] the promotion of health of advertisement of society service ( television spots) about TB paru [of] [through/ passing] local station television media [of] TVRI Banjarmasin, on the other hand there [is] negative respon [of] society written submitted/sent [by] [through/ passing] local newspaper. Research target is to know the society response specially fascination order, understanding of message, acceptance order the, individual involvement to message and energy persuasi order to the advertisement. Method: analytic Descriptive Research, with the quantitative approach and qualitative, with the device of cross sectional. intake Sampel used [by] method survey quickly with the amount sampel 100 responder gone the round of from 30 Chief of village [in] Town Banjarmasin, data collecting used [by] the way of structure interview by kuesioner, Directional Group Discussion, and Circumstantial Interview. Subjek of Research of Family Head or housewife which have tonton advertisement of TB paru and living [in] region of Town Banjarmasin. Processing and analyse the quantitative data constructively computer program of SPSS Release 10.0 sub program the cross- tab chi square test, for the data of qualitative with the circumstantial interpretation. Result of research: Knowledge of TB paru go together the individual involvement [of] c2=15.469, p=0.000; knowledge of TB paru go together the energy persuasion order the c2=14.503, p=0.000; frequency of exposure go together the individual involvement [of] c2=4.846, p=0.026; frequency of exposure go together the energy persuasi order the c2=47.552, p=0.000; continuity of exposurego together the acceptance order the c2=4.547, p=0.044; continuity of exposure go together the energy persuasi order the c2=18.872, p=0.000; intensityof exposure go together the individual involvement [of] c2=6.593, p=0.010; intensity of exposure go together the energy persuasion order the c2=12.927, p=0.000. related/relevant Message acceptance by disagreement [is] responder to scene, there [is] tendency progressively [is] often displayed hence negative progressively given respon Conclusion: Society Response from individual involvement aspect to message, energy persuasi order the, acceptance order Conclusion: Society Response from individual involvement aspect to message, energy persuasi order the, message acceptance still not yet matching with expected. Factor having an effect on storey;level of knowledge of tuberculosis, frequency of exposure, continuity of exposure and intensity of exposure
Kata Kunci : Perilaku Sehat,Iklan Layanan Sosial,TB Paru
