Memahami Kecenderungan Remaja untuk Merokok: Pengaruh Lingkungan Sosial, Perilaku Coba Coba dan Kampanye Anti Rokok

Oleh :
Retno Tanding Suryandari - 197105282000032001 - Fak. Ekonomi dan Bisnis

Cigaratte advertising has become a huge problem for community health for its execution is perceived to mislead the consumer to believe that smoking is common and good. In Indonesia the effort to reduce the cigarette advertising exposure has been carried but the massive communications done by the producer to target teenage are more creative and attractive. This research is aimed to understand the factors which encourage teenage to smoke. Variables identified are trial behaviour social influence, attitude toward advertising, antismoking belief and intention to smoke. 95 samples are drawn, employed, purposive sampling methods. The analysis shows the independent variables prior trial behaviour, social influence, antismoking belief and attitude toward antismoking advertising simultaneously influence the intention to smoke. Partially prior trial behaviour and social influence have the strongest influence in intention to smoke. The research reveals that social environment take the most important role in teenage decision making process, due to that fact, the strategy targeted to reduce the smoking among adolescent should be consider their social environment.

Keywords : Adolescent intention to smoke, Attitude toward advertising, Trial behaviour, Social environment