PENGARUH PERSEPSI RISIKO, PENCARIAN DAN PEMROSESAN INFORMASI RISIKO, SERTA PERILAKU KOMUNIKASI TERHADAP INTENSI PERILAKU
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Abstract
Media sosial kini telah menjadi alat potensial untuk kampanye kesehatan. Beragam penelitian terkait pengaruh media sosial pada intensi perilaku dalam kampanye juga telah banyak dilakukan, namun masih sedikit yang melibatkan perilaku komunikasi. Menstimulasi perilaku pencarian informasi merupakan hasil penting dari kampanye kesehatan karena perilaku ini yang cenderung tetap efektif setelah kampanye kesehatan berakhir. Terkait dengan hal tersebut, penelitian ini meneliti apakah media sosial berperan dalam kampanye kesehatan yang bertujuan pada intensi perilaku dengan mediasi perilaku komunikasi. Penelitian ini stunting (kerdil). Fokus terhadap stunting dilakukan karena hal ini menjadi masalah gizi utama di Indonesia. Peneliti menggunakan adaptasi model penelitian yang memadukan Theory of Planned Behaviour, Risk Information Seeking and Processing model, Risk Perception Attitude Framework, serta Situational Theory of Problem Solving. Penelitian dilakukan secara kuantitatif, sedangkan pengambilan data dengan survei online pada perempuan yang menjadi pengikut akun kampanye pencegahan stunting milik Kementerian Komunikasi dan Informatika @genbestid dengan pengikut per 15 Maret 2021 sebanyak 33.8 ribu . Hasil penelitian menemukan bahwa intensi perilaku pencegahan stunting paling dapat diprediksi dengan perilaku transmisi informasi (information transmission). Dalam hal ini transmisi informasi mampu memediasi hubungan antara kepercayaan pada saluran yang relevan (relevant channel belief) dengan intensi perilaku pencegahan stunting.
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