Electronic Theses and Dissertation

Perilaku merokok di lingkungan pesantren traditional sangat memprihatinkan. Tidak hanya santri yang merokok, bahkan public figure (tengku) juga merokok. Perilaku merokok dapat dihindari jika individu menanamkan dalam dirinya untuk tidak merokok. Bauran pemasaran sosial dapat diimplementasikan untuk merubah perilaku merokok karena semua program kesehatan memerlukan perubahan perilaku sosial. Penelitian ini dilakukan untuk mengetahui efektivitas penerapan bauran pemasaran sosial terhadap perubahan perilaku merokok pada santri di lingkungan pesantren tradisional Aceh Besar. Penelitian ini menggunakan penelitian kualitatif dan kuantitatif melalui 3 tahap penelitian. Penelitian pertama menggunakan desain crossectional yang dilakukan pada 162 santri. Pengumpulan data dilakukan dengan menggunakan kuesioner dan dianalisis dengan uji Regresi Logistik. Penelitian kedua menggunakan desain deskriptif kualitatif pada 25 informan yaitu 6 santri, 1 pimpinan pesantren, 4 staf pengajar (teungku), 1 penjaga asrama santri, 6 orang tua santri, 2 penjual rokok, 2 perwakilan Majelis Permusyawaratan Ulama, 2 perwakilan Departemen Agama, 1 Kepala Puskesmas dan 1 Staf Puskesmas. Pengumpulan data dilakukan dengan wawancara mendalam dan analisa data dilakukan secara manual menggunakan content analysis. Penelitian ketiga menggunakan desain quasi eksperimen dengan pre and post test with control group non equivalen design pada santri yang merokok di 2 pesantren tradisional Aceh Besar (69 santri untuk kelompok intervensi dan 70 santri untuk kelompok kontrol). Pengumpulan data dilakukan dengan menggunakan kuesioner dan dianalisis menggunakan uji Mann Withney. Hasil penelitian pertama menunjukkan faktor yang paling dominan berhubungan dengan perilaku merokok santri yaitu sikap tentang bauran pemasaran sosial (AOR=7,4; 95%CI: 3,21-17,3; p=0,000). Hasil penelitian kedua didapatkan tiga tema yaitu kebiasaan merokok sudah dilakukan sejak dini, dampak merokok bagi santri, dan perubahan perilaku merokok dengan penerapan bauran pemasaran sosial. Hasil penelitian ketiga menunjukkan terjadi peningkatan rata-rata pengetahuan dan sikap santri sebelum dan sesudah intervensi, serta terjadi penurunan perilaku merokok. Intervensi bauran pemasaran sosial efektif meningkatkan pengetahuan (p=0,000), meningkatkan sikap berhenti merokok (p=0,000), dan merubah perilaku merokok santri (p=0,014), sehingga dapat disimpulkan bahwa intervensi yang diberikan dengan penerapan bauran pemasaran sosial efektif merubah perilaku merokok santri. Disarankan agar informasi terkait bahaya merokok serta larangan merokok menurut Al-Quran dan Hadist, serta qanun Kawasan Tanpa Rokok dapat disampaikan kepada santri
lainnya baik melalui ceramah maupun pada saat proses pembelajaran.

Kata Kunci: Bauran Pemasaran Sosial, Pengetahuan, Sikap, Perilaku Merokok, Santri Pesantren Tradisional

Smoking behavior in traditional Islamic boarding schools is very concerning. Not only students who smoke, but even public figures (Teungku) also smoke. Smoking behavior can be avoided if individuals instill in themselves not to smoke. Social marketing mix can be implemented to change smoking behavior because all health programs require changes in social behavior. This study was conducted to determine the effectiveness of the application of the social marketing mix on changes in smoking behavior among students in the traditional Aceh Besar Islamic boarding school environment. This research uses qualitative and quantitative research through 3 stages research. The first study used a sectional conducted on 162 students. Data was collected using a questionnaire and analyzed by using the Logistics Regression test. The second study used a qualitative descriptive design on 25 informants, namely 6 students, 1 pesantren leader, 4 teaching staff (teungku), 1 student dormitory guard, 6 santri parents, 2 cigarette sellers, 2 representatives of the Ulama Consultative Council, 2 representatives of the Ministry of Religion, 1 Head of Puskesmas and 1 staff of Puskesmas. Data collection was carried out by in-depth interviews and data analysis was carried out manually using content analysis. The third study used a quasi-experimental design with a pre and post-test with a control group non-equivalent design on students who smoked in 2 traditional Aceh Besar Islamic boarding schools (69 students for the intervention group and 70 students for the control group). Data was collected using a questionnaire and analyzed using the Mann Withney. The results of the first study showed that the most dominant factor related to students' smoking behavior was attitudes about the social marketing mix (AOR=7.4; 95%CI: 3.21-17.3; p=0.000). The results of the second study found three themes, namely smoking habits that have been carried out since an early age, the impact of smoking on students, and changes in smoking behavior by implementing a social marketing mix. The results of the third study showed an increase in the average knowledge and attitudes of students before and after the intervention, as well as a decrease in smoking behavior. The social marketing mix intervention was effective in increasing knowledge (p= 0.000), increasing smoking cessation attitudes (p= 0.000), and changing the smoking behavior of students (p=0.014), so it can be concluded that the intervention given by the application of the social marketing mix was effective in changing smoking behavior. Students. It is recommended that information related to the dangers of smoking and the prohibition of smoking according to the Qur'an and Hadith, as well as the qanun of the Non-Smoking Area can be conveyed to other students either through lectures or during the learning process. Keywords: Social Marketing Mix, Knowledge, Attitude, Smoking Behavior, Traditional Islamic Boarding School Students