ANALISIS VIDEO INFORMASI KESEHATAN TENTANG KONSUMSI MINUMAN MANIS DI MEDIA SOSIAL YOUTUBE

Nia Lestari Muqarohmah, Aditya Lia Ramadona, S.Si., M.Sc., Ph.D.; dr. Bagas Suryo Bintoro, Ph.D.

2026 | Tesis | S2 Ilmu Kesehatan Masyarakat

Latar belakang: Fenomena tren konsumsi Sugar-Sweetened Beverages/SSB dan promosi melalui media sosial semakin meningkat menimbulkan kekhawatiran terhadap semakin tingginya perilaku konsumsi SSB secara berlebih. Konsumsi SSB secara berlebih menjadi masalah kesehatan masyarakat. YouTube dapat menjadi salah satu sumber utama pencarian informasi kesehatan, namun kualitas video dan karakteristik kontennya sangat beragam. Evaluasi terhadap karakteristik video kesehatan dan keterlibatan pengguna menjadi dasar penting dalam merancang strategi komunikasi kesehatan yang efektif. Penelitian ini mempelajari bagaimana karakteristik video tentang SSB memengaruhi keterlibatan pengguna menggunakan quantitative content analysis pada YouTube.

Metode: Pencarian melalui prosedur sistematis menghasilkan 241 video yang kemudian dikaji lebih lanjut. Variabel yang dikaji mencakup YouTube matrices (views, likes, comments, dan viewing rate), kualitas video (Global Quality Scale, GQS), jenis daya tarik pesan, tipe akun pengunggah, durasi, tahun hingga periode unggah. Analisis dilakukan menggunakan statistik deskriptif, uji Chi-Square Pearson dan Mann–Whitney U, serta regresi negatif binomial dan Gamma Generalized Linear Model. 

Hasil: Mayoritas video mempunyai kualitas tinggi (51.45%), didominasi durasi pendek <3 xss=removed xss=removed xss=removed>

Kesimpulan: Kualitas video merupakan faktor yang paling berpengaruh terhadap peningkatan engagement video YouTube terkait SSB. Temuan ini merekomendasikan perlunya produksi konten kesehatan yang berkualitas tinggi, durasi pendek, didukung kombinasi daya tarik pesan yang menarik untuk memaksimalkan jangkauan kampanye pengurangan konsumsi SSB.

Background: The increase in Sugar-Sweetened Beverage (SSB) consumption, coupled with widespread social media promotion, has raised concerns about the escalating trend of excessive SSB intake. Excessive consumption of SSB has become a public health problem. YouTube can be a primary source for health information, but video quality and content characteristics vary widely. Evaluating the characteristics of health videos and user engagement is crucial for designing effective health communication strategies. This study examines how the characteristics of SSB videos influence user engagement through quantitative content analysis of YouTube videos.

Methods: A systematic search yielded 241 videos, which were then further analyzed. The variables examined included YouTube matrices (views, likes, comments, and viewing rate), video quality (Global Quality Scale, GQS), message appeal, uploader account type, duration, year, and upload period. The analysis was conducted using descriptive statistics, Chi-Square Pearson and Mann–Whitney U tests, as well as negative binomial regression and Gamma Generalized Linear Model.

Results: The majority of videos were high quality (51.45%), were short (68.46%), and were uploaded by non-governmental agency accounts (51.87%). The most frequently used message appeals were fear (51.04%), hope (30.29%), and nurturance appeals (13.28%). The trend of video production increased sharply from 2020 to 2025. There were significant differences between Top50 and Non-Top50 videos for uploader account type (?² = 17.43; p < 0 xss=removed xss=removed>

Conclusion: Video quality is the most influential factor in increasing engagement on YouTube videos related to SSB. These findings recommend producing high-quality, short-form health content, supported by a combination of compelling message appeals, to maximize the reach of campaigns aimed at reducing SSB consumption.

Kata Kunci : Engagement, Kualitas Video, Promosi Kesehatan Digital, Sugar-Sweetened Beverages, YouTube / Digital Health Promotion, Engagement, Sugar-Sweetened Beverages, Video Quality, YouTube