Electronic Theses and Dissertation

ABSTRAK

Diabetes merupakan salah satu Penyakit Tidak Menular (PTM) yang menjadi pemicu kematian 71% di dunia. Penelitian ini bertujuan untuk mengetahui bagaimana strategi komunikasi Dinas Kesehatan Kota Banda Aceh dalam mengedukasi masyarakat terkait diabetes. Penelitian ini menggunakan pendekatan deskriptif kualitatif, data dikumpulkan melalui wawancara semi terstruktur, observasi non partispan dan dokumentasi terhadap empat informan yaitu, 2 staf Dinas Kesehatan, 1 petugas kesehatan di puskesmas, dan salah satu masyarakat yang mengikuti edukasi. Penelitian ini mengacu pada dua kerangka yaitu, Strategi Komunikasi menurut Anwar Arifin (1994) yang mencakup tahapan mengenal khalayak, menyusun pesan, menentukan metode dan penggunaan media guna memahami tahapan perencanaan komunikasi, selain itu Teori Pemasaran Sosial oleh Philip Kothler (1989) yang meliputi Product. price, place, promotion, personnel, process, dan presentation untuk mengkaji strategi komunikasi dalam mempengaruhi kesadaran dan perilaku masyarakat. Hasil penelitian ini menunjukkan bahwa strategi komunikasi yang paling berpengaruh adalah mengenal khalayak, yaitu melalui segmentasi berdasarkan karakteristik demografis (remaja dan lansia), behavioristik (penderita dan non penderita), serta psikografis (tingkat kesadaran kesehatan) yang menjadi acuan penyusunan pesan, metode, penggunaan media serta elemen model promosi pada pemasaran sosial seperti learn-feel-do, feel-learn-do, dan do-feel-learn yang diterapkan secara kontekstual dalam program edukasi, tergantung pada tujuan dan karakteristik sasaran. Selain itu Elemen personil, dan produk, seperti kader kesehatan di Posbindu, berkonstribusi dalam membangun kepercayaan serta mendorong perubahan perilaku hidup sehat. Kolaborasi antara strategi komunikasi dan pendekatan pemasaran sosial ini menunjukkan keterpaduan dalam upaya pencegahan dan pengendalian diabetes melalui komunikasi kesehatan.

Kata kunci: Strategi Komunikasi, Dinas Kesehatan Kota Banda Aceh, Edukasi, diabetes, Masyarakat Kota Banda Aceh

ABSTRACT Diabetes is one of the Non-Communicable Diseases (NCDs) that triggers 71% of deaths in the world. This research aims to find out how the communication strategy of the Banda Aceh City Health Office in educating the public regarding diabetes. This research uses a descriptive qualitative approach, data collected through semi-structured interviews, non-participant observation and documentation of four informants, namely, 2 staff of the Health Office, 1 health worker at the health center, and one of the people who participated in the education. This research refers to two frameworks, namely, Communication Strategy by Anwar Arifin (1984) which includes the stages of knowing the audience, compiling messages, determining methods and using media to understand the stages of communication planning, besides the Social Marketing Theory by Philip Kothler (1989) which includes Product. price, place, promotion, personnel, process, and presentation to examine communication strategies in influencing public awareness and behavior. The results of this study indicate that the most influential communication strategy is understanding the audience, which is done through segmentation based on demographic characteristics (adolescents and the elderly), behavioral characteristics (patients and non-patients), and psychographic characteristics (level of health awareness). These characteristics serve as a reference for developing messages, methods, media use, and promotional model elements in social marketing, such as learn-feel-do, feel-learn-do, and do-feel-learn, which are applied contextually in the education program, depending on the objectives and characteristics of the target audience. Additionally, personnel elements and product, such as health workers at the Posbindu, contribute to building trust and encouraging healthy lifestyle changes. The collaboration between communication strategies and social marketing approaches demonstrates integration in efforts to prevent and control diabetes through health communication. Keywords: Communication Strategy, Banda Aceh City Health Office, Education, diabetes, Banda Aceh City Community