ANALISIS PENGARUH GRAPHIC HEALTH WARNING (GHW) PADA BUNGKUS ROKOK TERHADAP INTENSI UNTUK BERHENTI MEROKOK (Studi Kasus pada Mahasiswa UNDIP)

Abstract

Label peringatan (GHW) yang tertera pada bungkus rokok  menggambarkan secara grafis mengenai bahaya merokok. Angka perokok di Indonesia masih cukup tinggi serta intensi untuk berhenti merokok pun masih rendah. Penelitian ini ingin melihat pengaruh pencantuman GHW (Graphic Health Warning) terhadap intensi berhenti merokok pada mahasiswa UNDIP dan mengidentifikasi faktor-faktor yang paling berpengaruh intensi berhenti merokok pada mahasiswa UNDIP menggunakan Theory of Planned Behaviour (TPB), serta masukan berupa perbaikan kemasan rokok berdasarkan variabel dari model VIEW, yaitu daya tarik visual (Visibility), sistem labeling (Information), daya tarik pembeli (Emotional Appeal), serta fungsi secara teknik (Workability) yang diharapkan dapat mempengaruhi intensi membeli produk rokok. Metode survei digunakan pada penelitian ini. Berdasarkan hasil penelitian diketahui bahwa penambahan GHW berpengaruh terhadap intensi merokok. Perceived behavioural control merupakan faktor yang paling mempengaruhi intensi berhenti merokok, serta sebaiknya menambah variasi gambar-gambar yang lebih menyeramkan lagi dari sebelumnya sehingga dapat lebih menarik perhatian perokok dan penambahan ukuran tulisan peringatan keterangan dari GHW.

ABSTRACT

Warning labels (GHW) on cigarette packs depict graphically about the dangers of smoking. Number of smokers in Indonesia is still quite high and intention to quit smoking is still low. This study wanted to see the effect of the inclusion of GHW (Graphic Health Warning) to the intention to quit smoking at Diponegoro University students and identify the factors that most influence the intention to quit smoking at Diponegoro University students using the Theory of Planned Behaviour (TPB), as well as the input of cigarette packaging improvements based on variables VIEW model, namely the visual appeal (Visibility), labeling systems (Information), the appeal of the buyer (Emotional Appeal), as well as technical function (Workability) are expected to affect the intention to buy tobacco products. Survey method used in this study. Based on the survey results revealed that the addition of GHW effect to the intention of smoking. Perceived behavioral control are the factors that most influence the intention to quit smoking, and should increase the variety of images that is more sinister than ever to attract more smokers and increase the size of written warnings from GHW description.