Persepsi Mahasiswi Perokok Pasif Terhadap Iklan Layanan Masyarakat (ILM) Bahaya Perokok Pasif

Abstract

ABSTRAK, Penelitian ini berjudul “Persepsi Mahasiswi Perokok Pasif Terhadap Iklan Layanan Masyarakat (ILM) bahaya perokok pasif (Studi pada Mahasiswi Perokok Pasif Universitas Syiah Kuala).” Tujuan dari penelitian ini adalah untuk mengetahui persepsi mahasiswi perokok pasif terhadap iklan layanan masyarakat bahaya perokok pasif Penelitian ini menggunakan metode deskriptif kualitatif dengan wawancara semiterstruktur dalam pengumpulan data. Teori yang digunakan dalam penelitian ini adalah Teori Perbedaan Individu (individual differences theory) Dalam pemilihan informan penelitian ini menggunakan metode purposive sampling, sedangkan untuk menganalisis data, menggunakan model analisis data Miles dan Huberman. Untuk mendapatkan persepsi mahasiswi  terhadap iklan layanan masyarakat bahaya perokok pasif tersebut, analisis data menggunakan tahapan persepsi yaitu stimulation, organization, interpretation-evaluation, memory dan recall. Berdasarkan hasil penelitian, diketahui bahwa persepsi mahasiswa perokok pasif terhadap iklan layanan masyarakat (ILM) bahaya perokok pasif yaitu  informan mengetahui adanya iklan tersebut, bahkan mengetahui makna dari adanya iklan tersebut. Informan juga beranggapan efek asap rokok benar adanya, seperti pada iklan tersebut dan menurut informan iklan tersebut efektif bagi orang yang tidak merokok akan tetapi belum efektif bagi perokok aktif. Informan juga berharap pemerintah memperbaiki lagi iklan tersebut, baik dari segi jadwal penayangan dan isi dari iklan

Kata Kunci: : Persepsi, Iklan Layanan Masyarakat, Bahaya Perokok Pasif.

The Perception of Students Passive Smokers to the Public Service Announcements about the dangerous of passive smoking. (A case study at students in Syiah Kuala University)

ABSTRACT, This study entitled “The Perception of Students Passive Smokers to the Public Service Announcements about the dangerous of passive smoking. (A case study at students in Syiah Kuala University).” The aim of this study is to know the perception of Students Passive Smokers to the Public Service Announcements about the dangerous of passive smoking. This study used the descriptive qualitative methode with semi-structur interview as instrument in collecting data. The theory that used study used in this research is the Individual Differences theory. In choosing informants of this research, the reseacrh used Purposive sampling, meanwhile, in analizing the data the researcher used Miles and Huberman’s data analysis model. To get the perceptions of female students on the public service advertisements for the dangers of passive smoking, data analysis used stages of perception, namely stimulation, organization, interpretation-evaluation, memory and recall. Based on the results,  noted that the perception of students passive smokers to the public service announcements about the dangerous of passive smoking is that the informant knows the existence of the ads, even knowing the meaning of the advertisement. The informant also assumed that there is the effect of cigarette smoke was correct, as in the advertisement and according to the informant that the advertisement was effective for people who did not smoke but had not been effective for active smokers. The informant also hope the government would improve the advertisement, both in terms of the delivery schedule and the contents of the advertisement.

Keywords: Perception, Public Service Advertising, Danger of Passive Smokers