A Model for Improving the Effectiveness of Health Campaign Saya Berani in Special Capital Region of Jakarta


Authors : Mario Alberto Jose Martins; Dr. Mirza

Volume/Issue : Volume 6 - 2021, Issue 9 - September

Google Scholar : http://bitly.ws/9nMw

Scribd : https://bit.ly/39aEDGm

This study aims to determine and examine the factors that influence the effectiveness of health campaigns Saya Berani in the Special Capital Region of Jakarta. The factors that affect the effectiveness of the campaign Saya Berani are Health Consciousness, Influencers, Content, and Social Media. This type of research uses a descriptive and verification approach, the method used in this research is an explanatory survey. The population in this study are civilians of Jakarta who already know about the Saya Berani campaign through digital platforms, which are Social Media and the Saya Berani Website. The number of samples needed in this study was 210 respondents from followers of social media accounts (Facebook, Instagram, and Twitter) of the Saya Berani Campaign, using the Hair formula with the Purposive Sampling technique. This study will be tested and analyzed using the SEM-PLS statistical test version 3.33. The results of this study found that there are three variables that affect the effectiveness of campaigns through social media, namely Health Consciousness, Content, and Social Media. While the Influencer variable does not significantly affect the effectiveness of the campaign

Keywords : Campaign Effectiveness, Health Consciousness, Influencers, Content, Social Media, and HIV & AIDS Campaign

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31 - October - 2021

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