Pengaruh Perceived Threat dan Perceived Efficacy terhadap Intention to Comply Preventive Behavior dalam Pemasaran Sosial Covid-19

Baiq Fahmi  Ilmiati; Baiq Handayani  Rinuastuti; Lalu Edy Herman  Mulyono; Lalu M.  Furkan

doi:10.29303/jseh.v8i2.90

Authors

Baiq Fahmi Ilmiati Magister Manajemen, Universitas Mataram
Baiq Handayani Rinuastuti Magister Manajemen, Universitas Mataram
Lalu Edy Herman Mulyono Magister Manajemen, Universitas Mataram
Lalu M. Furkan Magister Manajemen, Universitas Mataram

DOI:

https://doi.org/10.29303/jseh.v8i2.90

Keywords:

Social Marketing, Perceived Threat, Perceived Efficacy, Intention and Preventive Behavior Covid-19

Abstract

Social marketing is becoming an urgent issue during pandemic era to control covid 19 virus. The research aim is to clarify factors affecting precventive actions of covid-19 among society from perspective of fear appeal. The research is a quantitative research with associative and causal hypotheses. Proportionate stratified random sampling was applied and distributed into 6 main island with 100 sample of respondent all over Indonesia. They are Java, Sumatra, Sulawesi, Kalimantan, Bali-Nusa tenggara, and Maluku-Papua. Online survey using google form was applied on data collection. Data was analyzed by SEM-PLS with Smart PLS software. Based on the research finding, we found perceived threat and perceived efficacy have positive and significant impact on the intention to comply for the covid-19 preventive behaviour.

References

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

Alfano, V., & Ercolano, S. (2020). The Efficacy of Lockdown Against COVID-19: A Cross-Country Panel Analysis. Applied Health Economics and Health Policy, 18(4), 509–517. https://doi.org/10.1007/s40258-020-00596-3

Anderson, R. M., Vegvari, C., Truscott, J., & Collyer, B. S. (2020). Challenges in creating herd immunity to SARS-CoV-2 infection by mass vaccination. The Lancet, 396, 1614–1616. https://doi.org/10.1016/S0140-6736(20)32318-7

Barati, M., Bashirian, S., Jenabi, E., Khazaei, S., Karimi-Shahanjarini, A., Zareian, S., Rezapur-Shahkolai, F., & Moeini, B. (2020). Factors associated with preventive behaviours of COVID-19 among hospital staff in Iran in 2020: an application of the Protection Motivation Theory. Journal of Hospital Infection, 105(3), 430–433. https://doi.org/10.1016/j.jhin.2020.04.035

Birmingham, P., Buffum, M. D., Blegen, M. A., & Lyndon, A. (2015). Handoffs and Patient Safety: Grasping the Story and Painting a Full Picture. Western Journal of Nursing Research, 37(11), 1458–1478. https://doi.org/10.1177/0193945914539052

BPS RI. (2020). Perilaku Masyarakat Di Masa Pandemi Covid-19. In Perilaku Masyarakat di Masa Pandemi Covid-19 BPS RI (Vol. 19, Issue September). https://www.bps.go.id/publication/2020/09/28/f376dc33cfcdeec4a514f09c/perilaku-masyarakat-di-masa-pandemi-covid-19.html

BPS RI. (2021). Perilaku Masyarakat Kabupaten Pati pada Masa PPKM Darurat. In Bps Ri. https://www.bps.go.id/publication/2021/08/02/29234b08faa4910dee5279af/perilaku-masyarakat-pada-masa-ppkm-darurat--hasil-survei-perilaku-masyarakat--pada-masa-pandemi-covid-19--periode-13-20-juli-2021.html

BPS RI. (2020). Sensus Penduduk. https://www.bps.go.id/publication

Bults, M., Beaujean, D. J. M. A., De Zwart, O., Kok, G., Van Empelen, P., Van Steenbergen, J. E., Richardus, J. H., & Voeten, H. A. C. M. (2011). Perceived risk, anxiety, and behavioural responses of the general public during the early phase of the Influenza A (H1N1) pandemic in the Netherlands: Results of three consecutive online surveys. BMC Public Health, 11, 1–13. https://doi.org/10.1186/1471-2458-11-2

Creswell, J. W. (2002). Educational research: Planning, conducting, and evaluating quantitative and qualitative research (4th Ed ed.). Prentice Hall.

Demirtaş-Madran, H. A. (2021). Accepting Restrictions and Compliance With Recommended Preventive Behaviors for COVID-19: A Discussion Based on the Key Approaches and Current Research on Fear Appeals. Frontiers in Psychology, 12(June), 1–15. https://doi.org/10.3389/fpsyg.2021.558437

Eberhardt, J., & Ling, J. (2021). Predicting COVID-19 vaccination intention using protection motivation theory and conspiracy beliefs. Vaccine, 39(42), 6269–6275. https://doi.org/10.1016/j.vaccine.2021.09.010

Faizi, S. M., & Rahman, S. S. M. (2020). Effect of Fear on Behavioral Intention to Comply. ACM International Conference Proceeding Series, May 2020, 65–70. https://doi.org/10.1145/3404663.3404685

Ferdinand, Augusty. (2014). Metode Penelitian Manajemen: Pedoman Penelitian untuk skripsi, Tesis dan Disertai Ilmu Manajemen. Semarang: Universitas Diponegoro.

Grier, S., & Bryant, C. A. (2005). Social marketing in public health. Annual Review of Public Health, 26(May 2014), 319–339. https://doi.org/10.1146/annurev.publhealth.26.021304.144610

Hair, J.F., Risher, J.J., Sarstedt, M. and Ringle, C.M. (2019), "When to use and how to report the results of PLS-SEM", European Business Review, Vol. 31 No. 1, pp. 2-24. https://doi.org/10.1108/EBR-11-2018-0203

Haque, A., Karim, W., Md, S., Kabir, H., & Kumar Tarofder, A. (2020). Understanding Social Distancing Intention among University Students during Covid-19 Outbreak: An Application of Protection Motivation Theory Asian Business Leadership View project Customer Satisfaction Mobile Phone Services: An Empirical Study on Grameen. Test Engineering And, 16360, 16360–16377. http://irep.iium.edu.my/90965/1/90965_Understanding social distancing intention.pdf%0Ahttps://www.researchgate.net/publication/342047665%0Ahttps://www.researchgate.net/publication/342009940

Harper C, Satchell L, Fido D, & Latzman R. (2020). Functional Fear Predicts Public Health Compliance in the COVID-19 Pandemic. International Journal of Mental Health and Addiction [revista en Internet] 2020 [acceso 30 de octubre de 2020]; 27(1): 1-14. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC7185265/pdf/11469_2020_Article_281.pdf

Hong, S., & Collins, A. (2006). Societal responses to familiar versus unfamiliar risk: Comparisons of influenza and SARS in Korea. Risk Analysis, 26(5), 1247–1257. https://doi.org/10.1111/j.1539-6924.2006.00812.x

Kigatiira, K. K. (2020). Fear of Contracting Covid-19: Influence of Information Sources and Message Content on Fear- Arousal Among Boda Boda Riders in Nairobi County, Kenya. International Journal of Research -GRANTHAALAYAH, 8(8), 190–199. https://doi.org/10.29121/granthaalayah.v8.i8.2020.998

Lau, J. T.F., Kim, J. H., Tsui, H. Y., & Griffiths, S. (2008). Perceptions related to bird-to-human avian influenza, influenza vaccination, and use of face mask. Infection, 36(5), 434–443. https://doi.org/10.1007/s15010-008-7277-y

Lau, J. T.F., Yang, X., Tsui, H., & Kim, J. H. (2003). Monitoring community responses to the SARS epidemic in Hong Kong: From day 10 to day 62. Journal of Epidemiology and Community Health, 57(11), 864–870. https://doi.org/10.1136/jech.57.11.864

Lau, Joseph T.F., Kim, J. H., Tsui, H., & Griffiths, S. (2007). Anticipated and current preventive behaviors in response to an anticipated human-to-human H5N1 epidemic in the Hong Kong Chinese general population. BMC Infectious Diseases, 7, 1–12. https://doi.org/10.1186/1471-2334-7-18

Mahardika, H., Thomas, D., Ewing, M. T., & Japutra, A. (2020). Comparing the temporal stability of behavioural expectation and behavioural intention in the prediction of consumers pro-environmental behaviour. Journal of Retailing and Consumer Services, 54(November 2018), 101943. https://doi.org/10.1016/j.jretconser.2019.101943

Manikandan, N. (2020). Vacunas Letter to the Editor Are social distancing , hand washing and wearing masks appropriate measures to mitigate transmission of COVID-19 ? ¿ Son el distanciamiento social , lavado de manos y uso de mascarilla. Elsevier, 21(2), 136–137.

Oh, S. H., Lee, S. Y., & Han, C. (2020). The effects of social media use on preventive behaviors during infectious disease outbreaks: The mediating role of self-relevant emotions and public risk perception. Health Communication,1–10. doi:10.1080/10410236.2020.1724639

Okuhara, T., Okada, H., & Kiuchi, T. (2020). Predictors of staying at home during the covid-19 pandemic and social lockdown based on protection motivation theory: A cross-sectional study in japan. Healthcare (Switzerland), 8(4). https://doi.org/10.3390/healthcare8040475

Perlman, S. (2020). Another Decade, Another Coronavirus | Enhanced Reader. The New England Journal of Medicine.

Peters, Kessels, ten Hoor, and Ruiter (2018). Health Psychology Review, 12(2), 151–156. doi:10.1080/17437199. 2018.1454846

Prasetyo, Y. T., Castillo, A. M., Salonga, L. J., Sia, J. A., & Seneta, J. A. (2020). Factors affecting perceived effectiveness of COVID-19 prevention measures among Filipinos during Enhanced Community Quarantine in Luzon, Philippines: Integrating Protection Motivation Theory and extended Theory of Planned Behavior. International Journal of Infectious Diseases, 99(September),312–323. https://doi.org/10.1016/j.ijid.2020.07.074

Roberto, A. J., Meyer, G., Johnson, A. J., & Atkin, C. K. (2000). Using the extended parallel process model to prevent fire-arm injury and death: Field experiment results of a video-based intervention. Journal of Communication, 50,157-175.

doi:10.1111/j.1460-2466.2000.tb02867.x

Roberto, A. J., Zhou, X., & Lu, A. H. (2021). The Effects of Perceived Threat and Efficacy on College Students’ Social Distancing Behavior during the COVID-19 Pandemic. Journal of Health Communication, 26(4), 264–271. https://doi.org/10.1080/10810730.2021.1903628

Rogers, R. W. (1975). A Protection Motivation Theory of Fear Appeals and Attitude Change1. The Journal of Psychology, 91(1), 93–114. https://doi.org/10.1080/00223980.1975.9915803

Rogers, R. W. (1983). Cognitive and physiological processes in fear appeals and attitude change: A revised theory of protection motivation. In J. Cacioppo & R. E. Petty (Eds.), Social psycho-

physiology (pp. 153-176). New York, NY: Guilford Press.

Rubin, G. J., Amlôt, R., Page, L., & Wessely, S. (2009). Public perceptions, anxiety, and behaviour change in relation to the swine flu outbreak: Cross sectional telephone survey. BMJ (Online), 339(7713), 156. https://doi.org/10.1136/bmj.b2651

Sekaran, Uma dan Roger Bougie. (2017), Metode Penelitian Bisnis, Edisi 6, Jakarta: Penerbit Salemba Empat.

Shmueli, L. (2021). Predicting intention to receive COVID-19 vaccine among the general population using the health belief model and the theory of planned behavior model. BMC Public Health, 21(1), 804. https://doi.org/10.1186/s12889-021-10816-7

Teslya, A., Pham, T. M., Godijk, N. G., Kretzschmar, M. E., Bootsma, M. C. J., & Rozhnova, G. (2020). Impact of self-imposed prevention measures and short-term government-imposed social distancing on mitigating and delaying a COVID-19 epidemic: A modelling study. PLoS Medicine, 17(7), 1–21. https://doi.org/10.1371/journal.pmed.1003166

Webb, T. L., & Sheeran, P. (2006). Does changing behavioral intentions engender behavior change? A meta-analysis of the experimental evidence. Psychological Bulletin, 132(2), 249–268. https://doi.org/10.1037/0033-2909.132.2.249.

Wise, T., Zbozinek, T. D., Michelini, G., Hagan, C. C., & Mobbs, D. (2020). Changes in risk perception and self-reported protective behaviour during the first week of the COVID-19 pandemic in the United States: COVID-19 risk perception and behavior. Royal Society Open Science, 7(9). https://doi.org/10.1098/rsos.200742rsos200742

Witte, K. (1998). Fear as motivator, fear as inhibitor. Using the extended parallel process model to explain fear appeal successes and failures. In P. A. Andersen & L. K. Guerrero (Eds.), Handbook of communication and emotion: Research, theory, applications,and contexts (pp. 423-450). San Diego, CA: Academic Press.

Witte, K., Cameron, K. A., McKeon, J. K., & Berkowitz, J. M. (1996). Predicting risk behaviors: Development and validation of a diagnostic scale. Journal of Health Communication, 1,

-341. doi:10.1080/108107396127988

Zhong, B. L., Luo, W., Li, H. M., Zhang, Q. Q., Liu, X. G., Li, W. T., & Li, Y. (2020). Knowledge, attitudes, and practices towards COVID-19 among Chinese residents during the rapid rise period of the COVID-19 outbreak: A quick online cross-sectional survey. International Journal of Biological Sciences,16(10),1745–1752. https://doi.org/10.7150/ijbs.45221