Analisis Isi Pesan Promosi Kesehatan Program Vaksinasi Covid-19 pada Instagram Kementerian Kesehatan RI (@kemenkes_ri) Berdasarkan Health Belief Model
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Health Belief Model dikembangkan untuk memprediksi praktik masyarakat dalam tindakan pencegahan penyakit. Belum banyak studi yang melihat konstruksi HBM pada pesan promosi kesehatan dari perspektif organisasi, sehingga riset ini ditujukan untuk mengetahui dan menganalisis kecenderungan penggunaan konstruksi HBM dalam unggahan pesan promosi kesehatan program vaksinasi COVID-19 pada media sosial Instagram Kemenkes RI (@kemenkes_ri). Studi ini menggunakan metode analisis isi kuantitatif deskriptif terhadap 95 unggahan pesan promosi kesehatan program vaksinasi COVID-19 pada Instagram Kemenkes RI (@kemenkes_ri) periode 3 November 2020 hingga 2 Mei 2021. Hasil riset menunjukkan bahwa konstruksi HBM dengan frekuensi kemunculan tertinggi adalah cues to action (n=66, 43,14%) dan yang terendah adalah perceived severity (n=6, 3,92%). Kombinasi konstruksi HBM dengan frekuensi kemunculan tertinggi adalah kombinasi cues to action dan self-efficacy (n=11). Unggahan yang memiliki jumlah likes dan komentar tertinggi adalah unggahan dengan konstruksi perceived susceptibility dan perceived barriers (likes=57.607, komentar=1.133).
Copyright (c) 2023 Asa Novela Ismawardani, Nia Ashton Destrity
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