PENGARUH PERSEPSI DAMPAK MEROKOK DAN FEAR APPEAL TERHADAP MOTIVASI BERHENTI MEROKOK SERTA IMPLIKASINYA PADA PERILAKU MEROKOK MAHASISWA DI KOTA PEKANBARU

Julina Julina

Abstract


Rokok merupakan produk yang secara terang-terangan menyatakan berbahaya bagi para konsumen. Namun, produk ini tetap saja banyak diminati meskipun dapat memberikan efek yang buruk. Berdasarkan fenomena tersebut penelitian ini bertujuan untuk mengetahui pengaruh fear appeal dan persepsi dampak merokok terhadap motivasi berhenti merokok. Selanjutnya juga diteliti apakan motivasi berhenti merokok akan berpengaruh pada perilaku merokok. Data dikumpulkan menggunakan kuesioner dan selanjutnya dianalisis menggunakan deskripsi kuantitatif  dan analisis regresi. Sebanyak 200 orang responden yang berasal dari dua universitas negeri berpatisipasi dalam penelitian ini. Hasil penelitian menemukan bahwa persepsi dampak merokok dan fear appeal berpengaruh signifikan secara simultan. Namun, hasil uji parsial menunjukkan bahwa pengaruh dari persepsi dampak merokok tidak signifikan. Hasil penelitian selanjutnya menemukan bahwa motivasi berhenti merokok berpengaruh negatif dan signifikan terhadap perilaku merokok. Hal ini menandakan bahwa semakin tinggi motivasi berhenti merokok mengakibatkan penurunan perilaku merokok. Hasil penelitian ini dapat menjadi rujukan bagi berbagai pihak untuk meningkatkan motivasi berhenti merokok agar perilaku merokok yang sangat membahayakan diri dan lingkungan dapat diturunkan.

Keywords


Fear Appeal, Persepsi Dampak Merokok, Motivasi Berhenti Merokok, Perilaku Merokok

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DOI: http://dx.doi.org/10.24014/jiq.v13i1.4387

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