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


  • 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



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


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.


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How to Cite

Ilmiati, B. F. ., Rinuastuti, B. H. ., Mulyono, L. E. H. ., & Furkan, L. M. . (2022). Pengaruh Perceived Threat dan Perceived Efficacy terhadap Intention to Comply Preventive Behavior dalam Pemasaran Sosial Covid-19. JURNAL SOSIAL EKONOMI DAN HUMANIORA, 8(2), 183–192.