Effect of Social Marketing on Health Protocol Compliance Among Millennials in Jakarta, Indonesia

Authors

  • Virgo Simamora University of 17 Agustus 1945 of Jakarta, Jakarta, Indonesia
  • Siti Rachma University of 17 Agustus 1945 of Jakarta, Jakarta, Indonesia

DOI:

https://doi.org/10.15549/jeecar.v9i2.809

Keywords:

Social Marketing, Public Health, Compliance, COVID-19

Abstract

Individual compliance with health protocols is a crucial factor in supporting Indonesian government in controlling the transmission of COVID-19, especially the millennial generation. This explanatory research aims to examine the effect of social marketing on compliance among millennials in Jakarta. Four indicators are applied to measure social marketing, and other two are applied to measure compliance. Using the questionnaire, the researcher collected data from 439 millennials. The hypothesis was tested using the partial least squares structural equation modeling (PLS-SEM). This study found that social marketing positively impacts compliance with health protocols. These findings have provided some empirical implications about how crucial social marketing increases millennials’ compliance with health protocols promoted to prevent and control COVID-19 transmission. The concept of the marketing mix, informing people about the benefits of health is critical since the social positive values offered by social marketers are a major incentive for people to follow health protocols.

Author Biography

Virgo Simamora, University of 17 Agustus 1945 of Jakarta, Jakarta, Indonesia

Dr. Virgo Simamora, MBA is a lecturer at faculty of Economics and Business, University of 17 Agustus 1945 of Jakarta, DKI Jakarta, Indonesia. She was appointed rector of the university since 2012. Her research interest in management and business.

References

Achmadi, U. F. (2013). Kesehatan masyarakat: teori dan aplikasi [Public Health: Theory and Application]. Jakarta: Raja Gafindo.

Afrianti, N., & Rahmiati, C. (2021). Faktor-Faktor yang Mempengaruhi Kepatuhan Masyarakat terhadap Protokol Kesehatan Covid-19 [Factors influencing public compliance with the Health Protocol of Covid-19]. Jurnal Ilmiah Permas: Jurnal Ilmiah STIKES Kendal, 11(1), 113-124. DOI: https://doi.org/10.32583/pskm.v11i3.1540

Ali, H., & Lilik, P. (2017). Millenial Nusantara Pahami Karakternya, Rebut Simpatinya [Millennials Nusantara Understand the Character, Win the Sympathy]. Jakarta: Gramedia Pustaka Umum.

Andreasen, A. R. (2002). Marketing social marketing in the social change marketplace. Journal of public policy & marketing, 21(1), 3-13. https://doi.org/10.1509/jppm.21.1.3.17602 DOI: https://doi.org/10.1509/jppm.21.1.3.17602

Andreasen, A. R. (1994). Social marketing: Its definition and domain. Journal of public policy & marketing, 13(1), 108-114. https://doi.org/10.1177/074391569401300109 DOI: https://doi.org/10.1177/074391569401300109

Arikunto. (2010). Prosedur Penelitian: Suatu Pendekatan Praktik. (Revised Edition) [Research Procedure: A Practical Approach]. Bandung: Rineka Cipta.

Attwell, K., & Freeman, M. (2015). I Immunise: An evaluation of a values-based campaign to change attitudes and beliefs. Vaccine, 33(46), 6235-6240. https://doi.org/10.1016/j.vaccine.2015.09.092 DOI: https://doi.org/10.1016/j.vaccine.2015.09.092

Blitstein, J. L., Cates, S. C., Hersey, J., Montgomery, D., Shelley, M., Hradek, C., ... & Singh, A. (2016). Adding a social marketing campaign to a school-based nutrition education program improves children’s dietary intake: a quasi-experimental study. Journal of the Academy of Nutrition and Dietetics, 116(8), 1285-1294. https://doi.org/10.1016/j.jand.2015.12.016 DOI: https://doi.org/10.1016/j.jand.2015.12.016

Chin, W.W. (2010). The partial least squares approach to structural equation modelling. In GA Marcoulides (Eds.), Modern Methods for Business Research, (pp. 295-336). Mahwah, NJ: Lawrence Erlbaum Associates.

Crawford, W. C. (2004). The sensitivity of seafloor compliance measurements to sub-basalt sediments. Geophysical Journal International, 157(3), 1130-1145. https://doi.org/10.1111/j.1365-246X.2004.02264.x DOI: https://doi.org/10.1111/j.1365-246X.2004.02264.x

Dann, S. (2010). Redefining social marketing with contemporary commercial marketing definitions. Journal of Business research, 63(2), 147-153. https://doi.org/10.1016/j.jbusres.2009.02.013 DOI: https://doi.org/10.1016/j.jbusres.2009.02.013

DiGiovanni, C., Conley, J., Chiu, D., & Zaborski, J. (2004). Factors influencing compliance with quarantine in Toronto during the 2003 SARS outbreak. Biosecurity and bioterrorism: biodefense strategy, practice, and science, 2(4), 265-272. https://doi.org/10.1089/bsp.2004.2.265 DOI: https://doi.org/10.1089/bsp.2004.2.265

Donovan, R. (2011). Social marketing's mythunderstandings. Journal of Social Marketing, 1(1), 8–16. https://doi.org/10.1108/20426761111104392 DOI: https://doi.org/10.1108/20426761111104392

Evans, W. D. (2008). Social marketing campaigns and children's media use. The Future of Children, 18(1), 181-203. https://doi.org/10.1353/foc.0.0009 DOI: https://doi.org/10.1353/foc.0.0009

Fielding, D., & Duff, A. (1999). Compliance with treatment protocols: interventions for children with chronic illness. Archives of disease in childhood, 80(2), 196-200. https://doi.org/10.1136/adc.80.2.196 DOI: https://doi.org/10.1136/adc.80.2.196

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50. https://doi.org/10.2307/3151312 DOI: https://doi.org/10.1177/002224378101800104

Ghozali, I. (2018). Aplikasi Analisis Multivariate dengan IBM SPSS 25. (Nineth editions) [Multivariate Analysis Application with IBM SPSS 25]. Semarang: Badan Penerbit Universitas Diponogoro.

Ghozali, I., & Hengky, L. (2015) Patrial Least Square, Konsep, Teknik, dan Aplikasi, Menggunakan Program Smart PLS 3.0, Untuk Penelitian Empiris [Partial Least Square, Concepts, Techniques, and Applications, Using Smart PLS 3.0 Program, For Empirical Research]. Semarang: Badan Penerbit Universitas Diponegoro.

Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annu. Rev. Public Health, 26, 319-339. https://doi.org/10.1146/annurev.publhealth.26.021304.144610 DOI: https://doi.org/10.1146/annurev.publhealth.26.021304.144610

Hastings, G., & McDermott, L. (2006). Putting social marketing into practice. Bmj, 332(7551), 1210-1212. https://doi.org/10.1136/bmj.332.7551.1210 DOI: https://doi.org/10.1136/bmj.332.7551.1210

Indonesia. Directorate General of Informatics Applications. (2020). Disinfodemi jadi faktor masyarakat tidak disiplin protokol kesehatan [Disinfodemic is a factor in society's undisciplined health protocol]. https://aptika.kominfo.go.id/2020/08/disinfodemi-jadi-faktor-masyarakat-tidak-disiplin-protokol-kesehatan/

Indonesia. Indonesian Central Bureau of Statistics. (2021, February 15). Persentase Penduduk Miskin September 2020 naik menjadi 10,19 persen [The percentage of poor people in September 2020 rose to 10.19 percent]. https://www.bps.go.id/pressrelease/2021/02/15/1851/persentase-penduduk-miskin-september-2020-naik-menjadi-10-19-persen.html.

Kubacki, K., Ronto, R., Lahtinen, V., Pang, B., & Rundle-Thiele, S. (2017). Social marketing interventions aiming to increase physical activity among adults. Health Education, 117(1), 69-89. https://doi.org/10.1108/HE-02-2016-0008 DOI: https://doi.org/10.1108/HE-02-2016-0008

Kotler, P., Roberto, N., & Lee, N. (2002). Social Marketing: Improving the Quality of Life (Second editions). California: Sage Publication, Inc.

Kotler, P., & Zaltman, G. (1971). Social marketing: an approach to planned social change. Journal of marketing, 35(3), 3-12. https://doi.org/10.2307/1249783 DOI: https://doi.org/10.1177/002224297103500302

Kurniati, P. (2020, December 6). Update covid-19 di Jatim, DIY, Bali, NTT, NTB, Kalbar, dan Kalsel 6 Desember 2020. Kompas. https://regional.kompas.com/read/2020/12/06/15360741/update-covid-19-di-jatim-diy-bali-ntt-ntb-kalbar-dan-kalsel-6-desember-2020

Kusumadewi, S., Hardjajani, T., & Priyatama, A. N. (2012). Hubungan antara Dukungan Sosial Peer Group dan Kontrol Diri dengan Kepatuhan terhadap Peraturan pada Remaja Putri di Pondok Pesantren Modern Islam Assalaam Sukoharjo [The relationship between peer group social support and self-control with regulatory compliance in young women at the Modern Islamic Boarding School Assalam Sukoharjo]. Candrajiwa Psychology Scientific Journal, 1(2), 1–10.

Leguina, A. A. (2015). Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). Int. J. Res. Method Educ, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806 DOI: https://doi.org/10.1080/1743727X.2015.1005806

Meinarno, E., & Sarwono, S. (2011) Psikologi Sosial. (Second edition) [Social Psychology]. Jakarta: Salemba Humanika.

Morselli, D., & Passini, S. (2012). Rights, democracy and values: A comparison between the representations of obedience and disobedience in Italian and Finnish students. International Journal of Intercultural Relations, 36(5), 682-693. https://doi.org/10.1016/j.ijintrel.2012.03.008 DOI: https://doi.org/10.1016/j.ijintrel.2012.03.008

Nowak, G. J., Gellin, B. G., MacDonald, N. E., & Butler, R. (2015). Addressing vaccine hesitancy: The potential value of commercial and social marketing principles and practices. Vaccine, 33(34), 4204-4211. https://doi.org/10.1016/j.vaccine.2015.04.039 DOI: https://doi.org/10.1016/j.vaccine.2015.04.039

Olawepo, J. O., Pharr, J. R., & Kachen, A. (2019). The use of social marketing campaigns to increase HIV testing uptake: a systematic review. AIDS care, 31(2), 153-162. https://doi.org/10.1080/09540121.2018.1533631 DOI: https://doi.org/10.1080/09540121.2018.1533631

Pozzi, M., Fattori, F., Bocchiaro, P., & Alfieri, S. (2014). Do the right thing! A study on social representation of obedience and disobedience. New Ideas in Psychology, 35, 18-27. https://doi.org/10.1016/j.newideapsych.2014.06.002 DOI: https://doi.org/10.1016/j.newideapsych.2014.06.002

Smeth, B. (1994). Psikologi Kesehatan [Health Psychology]. Jakarta: Gramedia Widiasarana Indonesia.

Sugiyono. (2016). Cara Mudah Menyusun: Skripsi, Tesis, Disertasi [Easy Ways to Compose: Thesis, Thesis, Dissertation]. In A Nuryanto (Eds.), (Fourth edition). Bandung: Alfabeta.

Sulistyaningtyas, T., Jaelani, J., & Suryani, Y. (2020). Informasi Wabah Virus Covid-19: Kuasa Pengetahuan dan Kelas Sosial [Information on the Covid-19 Virus Outbreak: The Power of Knowledge and Social Class]. Ristek BRIN. https://sinta.ristekbrin.go.id/covid/penelitian/detail/80

Downloads

Published

2022-03-09

How to Cite

Simamora, V., & Rachma, S. (2022). Effect of Social Marketing on Health Protocol Compliance Among Millennials in Jakarta, Indonesia. Journal of Eastern European and Central Asian Research (JEECAR), 9(2), 272–283. https://doi.org/10.15549/jeecar.v9i2.809

Issue

Vol. 9 No. 2 (2022): Journal of Eastern European and Central Asian Research

Section

Manuscripts

License

The JEECAR journal allows the author(s) to hold the copyright and publishing rights of their own manuscript without restrictions.

This journal applies the Creative Attribution Common License to works we publish, and allows reuse and remixing of its content, in accordance with a CC-BY 4.0 license.

Authors are free to:  Share — copy and redistribute the material in any medium or format and Adapt — remix, transform, and build upon the material for any purpose, even commercially.

Under the following terms: Attribution — You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.

No additional restrictions — The author may not apply legal terms or technological measures that legally restrict others from doing anything the license permits.

The JEECAR Journal is committed to the editorial principles of all aspects of publication ethics and publication malpractice as assigned by the Committee on Public Ethics.

Crossref
Scopus
Google Scholar
Europe PMC