Hubungan Ilkan Layanan Masyarakat terhadap Status Ekonomi Perokok
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Abstract
Kampanye media massa bahaya merokok secara signifikan telah terbukti membantu orang untuk berhenti merokok dan mengurangi prevalensi merokok di banyak negara. Namun, Iklan Layanan Masyarakat (ILM) bahaya merokok di Indonesia yang dibuat untuk mengkaunter iklan rokok dan mempromosikan efek buruk merokok tidak dapat bersaing dengan iklan rokok yang masif dan sangat kreatif di berbagai media. Riset tentang Persepsi Masyarakat terhadap Efektivitas Iklan Layanan Masyarakat (ILM) Bahaya Merokok di YouTube menunjukkan bahwa ILM tersebut paling banyak dilihat oleh perokok pasif dan kelompok usia 17-25 tahun. Merujuk dari hasil tersebut, tulisan ini bertujuan melihat hubungan ILM #suaratanparokok terhadap status ekonomi perokok. Metode analisis yang digunakan yaitu analisis statistik Chi-Square. Hasil riset ini menunjukkan bahwa walau tidak ada pendapatan tetap, responden (baik perokok aktif dan pasif) cenderung merokok. Hasil penelitian ini juga menunjukkan bahwa tidaknya hubungan antara ILM dengan status ekonomi perokok dan non-prokok. Namun, studi ini membenarkan hasil penelitian awal bahwa ILM dilihat oleh kelompok usia muda (17-25 tahun) yang aktif menggunakan media sosial, khususnya Instagram. Pemerintah perlu melakukan kampanye bahaya merokok, salah satunya melalui, ILM yang lebih efektif, yang dikemas secara menarik guna memberikan dampak positif kepada masyarakat terkait bahaya rokok.
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