THE INFLUENCE OF ANTI SMOKING CAMPAIGN ON DESIRE TO QUIT SMOKING IN INDONESIA

Moris Morissan

Abstract


Abstrak. Jumlah perokok di Indonesia terus meningkat meski kampanye anti-rokok kerap dilakukan untuk mencegah masyarakat memiliki kebiasaan merokok. Pada setiap kampanye, berbagai pesan anti-rokok disampaikan melalui berbagai media. Hal ini menimbulkan pertanyaan, seberapa jauh pesan anti-rokok bisa dipercaya dan seberapa besar keinginan perokok untuk berhenti merokok? Penelitian ini menyelidiki empat variabel yang diperkirakan memengaruhi keinginan individu untuk berhenti merokok yaitu: (1) Faktor demografis: usia, pendidikan dan penghasilan; (2) Kepercayaan pada pesan kampanye; (3) Sikap terhadap kampanye, dan; (4) Frekuensi merokok. Penelitian ini menggunakan metode survei yang melibatkan 695 responden perokok yang berdomisi di wilayah Jakarta dan sekitarnya (Jabodetabek). Analisa data dilakukan dengan menggunakan statistik korelasi, regresi berganda standar, dan regresi hirarki berganda (hierarchical multiple regression). Hasil analisa menunjukkan variabel demografis yang mencakup usia, pendidikan dan pendapatan memberikan pengaruh signifikan terhadap kepercayaan terhadap isi pesan kampanye, dan juga sikap terhadap kampanye anti-rokok. Selain itu, frekuensi merokok berhubungan secara signifikan dengan ketiga variabel demografis yang diteliti. Pada akhirnya, ke-empat variabel menunjukkan pengaruh signifikan terhadap keinginan untuk berhenti merokok dimana frekuensi merokok menjadi variabel yang memberikan pengaruh paling besar (R2 = 22%), disusul dengan tingkat kepercayaan dan sikap yang menunjukkan kontribusi pengaruh yang hampir sama (R2 = 21%) dan, terakhir variabel demografi menunjukkan sumbangan paling kecil terhadap varian keinginan berhenti merokok (R2 = 1.3%).


Abstract. The number of smokers in Indonesia continues to increase although anti-smoking campaigns are often carried out to prevent people from smoking. In each campaign, various anti-smoking messages are conveyed through various media. This raises the question, how far can anti-smoking messages be trusted and how much do smokers desire to quit smoking? This study investigates four variables that are thought to influence an individual's desire to stop smoking, namely: (1) Demographic factors: age, education, and income; (2) Trust in campaign messages; (3) Attitudes towards campaigns, and; (4) Frequency of smoking. This study uses a survey method involving 695 respondents who smoke in the Greater Jakarta area. Data analysis was performed using correlation statistics, standardized multiple regression, and hierarchical multiple regression. The analysis shows that demographic variables including age, education, and income have a significant influence on the trust in the contents of campaign messages, and attitudes towards anti-smoking campaigns. The frequency of smoking is also significantly related to the three demographic variables studied. In the end, all four variables showed a significant influence on the desire to stop smoking where smoking frequency was the variable that had the greatest effect (R2 = 22%), followed by the level of trust and attitude that showed almost the same contribution (R2 = 21% ) and finally demographic variables showed the smallest influence to the smoking cessation variants (R2 = 1.3%).

 


Keywords


cigarette, impact, campaign, young generation, mass media

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DOI: https://doi.org/10.14421/pjk.v13i1.1682

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Fakultas Ilmu Sosial dan Humaniora
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