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PENGARUH IKLAN PRODUK SANITASI DIRI SEBAGAI STRATEGI PEMASARAN SOSIAL TERHADAP PERILAKU HIDUP BERSIH SISWA SEKOLAH (STUDI KASUS PADA SISWA SMPN 3 KOTA MALANG DAN SMKN 3 KOTA BATU)

Agoestin, Yohana Febrian (2021) PENGARUH IKLAN PRODUK SANITASI DIRI SEBAGAI STRATEGI PEMASARAN SOSIAL TERHADAP PERILAKU HIDUP BERSIH SISWA SEKOLAH (STUDI KASUS PADA SISWA SMPN 3 KOTA MALANG DAN SMKN 3 KOTA BATU). Undergraduate (S1) thesis, Universitas Muhammadiyah Malang.

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Abstract

Currently, the COVID-19 pandemic has spread to almost all over the world, including Indonesia (Putri, 2020). The COVID-19 pandemic has directly or indirectly affected people's lives. One of the related changed behavior is to clean and healthy living behavior. The vulnerable ages during the COVID-19 pandemic are the age of children and the elderly. Of these two age groups, the most important thing to consider regarding the understanding of clean living behavior is the age group of children with the consideration that the age of this group is still in the process of learning good behavior. Therefore, introducing clean living behavior to children during the COVID-19 pandemic is a priority that must be done immediately. One way to introduce clean living behavior to children is through advertising. This study aims to find out the effect of self-sanitation product advertisements described into the variables of self-sanitation advertising messages, design of self-sanitation advertisements, models of self-sanitation advertisements and musical composition of self-sanitation advertisements against changes in children's clean living behavior through changes in attitudes cognitively, affectively and conatively. The results in this study is showed that there was a significant simultaneous/together relationship between consumer behavior related to clean living and the components of advertising media among the children of SMPN 3 and SMKN 3 which were used as samples in Malang City and Batu City. The components of advertising message media, advertising design, advertising model and advertising music partially also have a significant relationship with changes in clean living behavior. If we reviewed further, the components of the advertising model become the most influential components, followed by advertising messages, music and advertising design. This shows that the use of advertising media to introduce clean living behavior in adolescents is an effective social marketing strategy.

Item Type: Thesis (Undergraduate (S1))
Student ID: 201410040311407
Thesis Advisors: Joko Susilo (0715016601)
Keywords: Keywords: Advertisement, Self- Sanitation Products, Social Marketing Strategy, Clean Living Behavior
Subjects: H Social Sciences > H Social Sciences (General)
L Education > L Education (General)
Divisions: Faculty of Social and Political Science > Department of Communication Science (70201)
Depositing User: 201410040311407 yohana_404407
Date Deposited: 30 Jul 2021 06:26
Last Modified: 30 Jul 2021 06:26
URI : http://eprints.umm.ac.id/id/eprint/76682

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