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Penggunaan Media Sosial selama Pandemi Covid-19 dalam Promosi Kesehatan di Rumah Sakit Kabupaten Tangerang

Fakultas Kesehatan Masyarakat, Universitas Airlangga, Surabaya, Indonesia

Received: 21 Jan 2021; Revised: 22 Feb 2021; Accepted: 26 Feb 2021; Published: 1 Apr 2021.
Open Access Copyright (c) 2021 MEDIA KESEHATAN MASYARAKAT INDONESIA under http://creativecommons.org/licenses/by-sa/4.0/.

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Abstract

Latar belakang: Indonesia dan dunia saat ini sedang dilanda pandemi COVID-19 yang mana merupakan penyakit menular akut. Namun, dibalik pandemi COVID-19 komunikasi dan informasi berkembang sangat pesat yang membuat perubahan dalam kehidupan manusia dan berpengaruh pada intervensi kesehatan yang melibatkan masyarakat umum dalam meningkatkan derajat kesehatan dengan mempengaruhi perilaku masyarakat tersebut. Oleh karena itu, bagian dari promosi kesehatan dapat dimasukkan dalam pemasaran sosial. Penelitian ini bertujuan untuk mempelajari penggunaan media sosial selama pandemi COVID-19 dalam promosi kesehatan di Rumah Sakit Kabupaten Tangerang.

Metode: Penelitian ini menggunakan metode deksriptif kuantitatif dengan sampel yaitu seluruh rumah sakit yang berada di Kabupaten Tangerang yaitu dengan jumlah 20 rumah sakit. Data penelitian merupakan data sekunder yang diperoleh dari hasil pencarian menggunakan bantuan internet/search engine pada tiap media sosial (Website, E-mail, Facebook, Twitter, Instagram, Tiktok, dan Spotify).

Hasil: Hasil dari penelitian ini menunjukkan bahwa tipe rumah sakit di kabupaten Tangerang sebagian besar yaitu tipe C dengan persentase sebesar 80% (16 rumah sakit). Penggunaan media sosial sebagai fasilitas dalam promosi kesehatan di rumah sakit yang tersebar di kabupaten Tangerang paling banyak menggunakan Website, Intagram, E-mail, serta Fanspage Facebook. RS St. Carolus Summarecon Serpong memiliki postingan terbanyak di media sosial Instagram dan postingan tersebut terkait dengan promosi kesehatan selama pandemi COVID-19. Adanya strategi promosi kesehatan dengan giveaway membuat media Instgram RS Mitra Keluarga Gading Serpong memiliki jumlah like postingan sebanyak 16.884 dan 1.890 comment.

Simpulan: Selama pandemi COVID-19 penggunaan platform media sosial dapat berpotensi dalam promosi kesehatan dimana Website dan Instagram merupakan media sosial yang paling banyak digunakan oleh rumah sakit yang berada di Kabupaten Tangerang dimana 16 pengguna Website dan 14 pengguna Instagram dengan 80% (16 rumah sakit) bertipe C. Strategi promosi kesehatan dengan giveaway dapat menarik minat masyarakat serta konten yang menarik dapat meningkatkan jumlah likes, comments, shares, dan views.

Kata kunci: media sosial; promosi kesehatan; pandemi COVID-19

 

ABSTRACT

Title: Social Media Used For Health Promotion When COVID-19 Pandemic At The Tangerang District Hostpital

Background: Indonesia and the world are currently being hit by the COVID-19 pandemic, which is an infectious disease. However, the COVID-19 communication and information pandemic is developing very rapidly which makes changes in human life and affects health interventions that involve the general public in increasing health status by influencing the behavior of these people. Therefore, part of the promotion can be included in social marketing. This study aims to study the use of social media during the COVID-19 pandemic in health promotion at Tangerang District Hospital.

Method: This study used a quantitative descriptive method with a sample of all hospitals in Tangerang Regency, with a total of 20 hospitals. Research data is secondary data obtained from search results using the help of internet / search engines on each social media (website, e-mail, Facebook, Twitter, Instagram, TikTok, and spotify).

Result: The results of this study indicate that the type of hospital in Tangerang district is mostly type C with a percentage of 80% (16 hospitals). The use of social media as a facility in health promotion in hospitals in Tangerang district mostly uses Website, Intagram, E-mail, and Facebook Fanspage. RS St. Carolus Summarecon Serpong has the most posts on social media Instagram and these posts are related to health promotion during the COVID-19 pandemic. With a health promotion strategy with a giveaway, the Mitra Keluarga Gading Serpong Hospital Media Instgram has 16,884 likes and 1890 comments.

Conclusion: During the COVID-19 pandemic the use of social media platforms has the potential for health promotion where Website and Instagram are the most widely used social media by hospitals in Tangerang Regency where 16 Website users and 14 Instagram users with 80% (16 hospitals) are type C Health promotion strategy with giveaway can attract public interest and interesting content can increase the number of likes, comments, shares, and views.

Keywords: social media; health promotion; COVID-19 pandemic

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Keywords: Media sosial; promosi kesehatan; pandemi COVID-19

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