Pengaruh Efektivitas Iklan Layanan Masyarakat Mengenai COVID-19 terhadap Perubahan Perilaku Masyarakat Desa (Kasus: Desa Cijayanti, Kecamatan Babakan Madang, Kabupaten Bogor)

Abstract

Kemenkes RI membuat iklan layanan masyarakat mengenai COVID-19 dalam menangani tingginya kasus COVID-19, yang dapat diukur dengan menggunakan EPIC Model. Pengukuran efektivitas suatu iklan sangat penting untuk dilakukan, sehingga dapat mengubah perilaku masyarakat. Penulisan ini bertujuan untuk menganalisis iklan layanan masyarakat dalam mempersuasi masyarakat Desa Cijayanti serta menganalisis pengaruh persepsi masyarakat mengenai karakteristik dan efektivitas iklan layanan masyarakat terhadap tingkat perubahan perilaku masyarakat di Desa Cijayanti. Responden yang digunakan adalah 50 masyarakat Desa Cijayanti yang diperoleh melalui teknik cluster random sampling. Variabel yang digunakan dalam penelitian ini adalah karakteristik iklan layanan masyarakat, efektivitas iklan layanan masyarakat, serta perubahan perilaku. Hasil penelitian menunjukkan bahwa aspek kognitif tidak dipengaruhi oleh seluruh dimensi pada variabel karakteristik iklan layanan masyarakat dan efektivitas iklan layanan masyarakat. Aspek afektif dipengaruhi oleh daya tarik iklan, frekuensi penayangan iklan, derajat persuasi, dan tingkat kekuatan pesan. Selain itu, aspek konatif dipengaruhi oleh derajat persuasi dan tingkat kekuatan pesan.

The Indonesian Ministry of Health makes public service announcement regarding COVID-19 in dealing with the high number of COVID-19 cases, which can be measured using the EPIC Model. It is very important to measure the effectiveness of an advertisement, so that it can change people's behavior. This writing aims to analyze public service announcement in persuading the people of Cijayanti Village and analyze the influence of public perceptions about the characteristics and effectiveness of public service announcement on level of changes in community behavior in Cijayanti Village. The respondents used were 50 people of Cijayanti Village obtained through cluster random sampling technique. The variables used in this study are the characteristics of public service announcement, the effectiveness of public service announcement, and changes in behavior. The results showed that the cognitive aspect was not influenced by all dimensions of the characteristics of public service announcement and the effectiveness of public service announcement. The affective aspect is influenced by the attractiveness of the ad, the frequency of ad serving, the degree of persuasion, and the level of message power. In addition, the conative aspect is influenced by the degree of persuasion, and the level of message power.