Main Article Content

Abstract

Social media is the target of advertisers to advertise various products and
services. Similarly, public service advertisements use social media to advertise.
The selected social media varies depending on needs. Public service
advertisements about MR vaccines are available on various social media, one of which is on Youtube, with many versions. In this study took public service
advertisements about the long version of the MR vaccine. It is expected that public
service advertisements can provide knowledge for users to know that MR vaccines
are important for children's development, and not contrary to any religion. This
research uses the theory of Computer Mediated Communication. The paradigm
used positivism with quantitative approaches, the nature of explanatory research
and survey research methods. The population is to subscribe to 2146 public
service advertisements as of January 2018 with a sample of 96 respondents taken
using purposive sampling. The results obtained from the relationship of the
attractiveness of public service advertisements and the level of knowledge with
use decisions are 0.494. F count test> F table is 15,768> 3,099, it can be
concluded that there is a simultan eous influence of the attraction of MR vaccine
public service ads and the level of knowledge on the decision to use MR vaccine.

Keywords

Daya Tarik Pesan, Iklan Layanan Masyarakat, Tingkat Pengetahuan, Keputusan Penggunaan, Vaksin MR

Article Details

How to Cite
Ilona Vicenovie Oisina, & Ivonne Ruth Vitamaya Oishi. (2019). Pengaruh Daya Tarik Pesan Iklan Layanan Masyarakat di Youtube dan Tingkat Pengetahuan Masyarakat Terhadap Keputusan Menggunakan Vaksin Measles dan Rubella (Mr) pada Anak (Studi Eksplanatif pada Subscribe Iklan Layanan Masyarakat Vaksin Measles dan Ru. KOMUNIDA : Media Komunikasi Dan Dakwah, 9(2), 235 - 253. https://doi.org/10.35905/komunida.v9i2.1125

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