Efektivitas Strategi Komunikasi Eksternal Humas Pemerintah Kecamatan dalam Diseminasi Informasi Vaksinasi Covid-19

Abstract

Program vaksinasi Covid-19 tidak sepenuhnya dapat diterima oleh masyarakat. Berbagai upaya telah dilakukan, salah satunya diseminasi informasi vaksinasi Covid 19 dengan menerapkan strategi media komunikasi eksternal berupa penyebaran poster dan siaran keliling oleh humas pemerintah Kecamatan Ciomas. Namun, masih terdapat masyarakat yang belum mengalami penerimaan informasi vaksinasi Covid 19. Oleh karena itu, tujuan dari penelitian ini untuk melihat sejauh mana efektivitas strategi komunikasi eksternal humas pemerintah Kecamatan Ciomas dalam melakukan diseminasi informasi vaksinasi Covid-19. Metode yang digunakan adalah metode penelitian survei, kombinasi pengumpulan data kuantitatif dan data kualitatif. Responden merupakan masyarakat Kecamatan Ciomas yang pernah melihat dan mendengar informasi vaksinasi Covid-19, serta responden diperoleh dari multistage random sampling. Berdasarkan penelitian, ditemukan hubungan antara jenis pekerjaan dan tingkat pendidikan dengan tingkat penerimaan diseminasi informasi pada kedua media. Selain itu, ditemukan hubungan antara efektivitas strategi komunikasi (kognitif, afektif, dan konatif) dengan tingkat penerimaan informasi responden pada media.

The Covid-19 vaccination program is not fully accepted by the public. Various efforts have been made, one of which is the dissemination of information on the Covid-19 vaccination by implementing an external communication media strategy in the form of distributing posters and mobile broadcasts by the public relations of the Ciomas District government. However, there are still people who have not received information on Covid-19 vaccinations. Therefore, the purpose of this study was to see the effectiveness of the external public relations strategy of the Ciomas District government in disseminating information on Covid-19 vaccinations. The method used is a survey research method, a combination of quantitative and qualitative data collection. Respondents are residents of Ciomas District who have seen and heard information on Covid-19 vaccination, and respondents were obtained from multistage random sampling. Based on the research, found a relationship between the type of work and education level with the level of acceptance of information dissemination in both media. In addition, found a relationship between the effectiveness of communication strategies (cognitive, affective, and conative) with the level of acceptance of respondents' information on the media.