EVALUASI PENGARUH IKLAN TERHADAP PENGGUNAAN SUPLEMEN OLEH MASYARAKAT DI MASA PANDEMI

• Main Author: Brendatia, Tifanni
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/69158
• Institution: Institut Teknologi Bandung

The COVID-19 pandemic is a disease outbreak caused by the SARS-CoV-2 virus and is contagious so that it can spread globally and affect millions of people. Since 2019, the COVID-19 pandemic has become a problem facing the world. One of the efforts to increase the body's immune system to avoid COVID-19 is by taking supplements. As many as 73% of Indonesians consume more supplements during the COVID-19 pandemic. Supplement advertisements are often found to increase public awareness of using supplements during a pandemic. This study aims to determine the effect of advertising on the use of supplements by the public during the pandemic and determine the variables that affect the use of supplements. This study used an observational design with a cross sectional method. This research was conducted for four months, January to April 2022. The sampling technique used was purposive sampling. The number of research respondents amounted to 404 people. The research method uses an online questionnaire that has been tested for validity and reliability. The results of the study showed that there was an influence of demographic factors, namely gender and the practice of using supplements (p = 0.016). It was also found that there was an effect of the experience of using supplements, namely the frequency of using supplements (p=0.015), the frequency of purchasing supplements (p=0.001) and the duration of using supplements (p=0.027) on the practice of using supplements. It can be concluded that advertising affects the use of supplements by the public (p < 0.05) and the variables that affect the use of supplements are gender, frequency of use, frequency of purchase, and duration of use of supplements.