Analysis of Audience Response to Public Service Advertisement about Covid-19 in Instagram

DOI

10.2991/assehr.k.201219.004How to use a DOI?

Keywords

Audience Response, Public Service Advertisement (PSA), COVID-19, AISAS Model, Instagram

Abstract

COVID-19 pandemic has taken place globally, especially in Indonesia, so the government has decided to prevent the spread of the corona virus. One of them is the Ministry of Health of Republic of Indonesia, as a government institution that has been recognized and accepted, and has certain impacts and interests. This is explained in Permenkes 64 of 2016, the 3rd clause which carries out functions, one of which is the implementation of policies in the field of public health, prevention and control of diseases. Through advertising that consists of visuals and texts in infographics, the Ministry of Health of Republic of Indonesia informs and persuades the audience in the early prevention of the corona virus in Instagram. The pre-research results with 56.5% of respondents who are generation Z shows 52.2% choosing visual and text as the most interesting advertising elements. In addition, 53.9% of respondents often see advertising through Instagram. The purpose of this descriptive quantitative research method is to analyze the audience response on public service advertisement (PSA) “JAGA DIRI, JAGA SESAMA DARI COVID-19” using the AISAS MODEL which consists of Attention, Interest, Search, Action, and Share dimensions. This research was conducted with survey data collection techniques to 108 respondents who had seen the PSA. The results of research indicate that the audience response on PSA has a high response for attention 83,7%, interest 77,7% and action 83,8%, while a low response for the search 61,5% and share 60,3%. In other words, the Indonesian Ministry of Health through advertising messages on Instagram succeeded in getting the audience to take precautions against COVID-19 based on the highest results compared to all dimensions of the AISAS model, 83.8%.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Sylvie Nurfebiaraning
AU  - Lu’lu Mutia
PY  - 2020
DA  - 2020/12/21
TI  - Analysis of Audience Response to Public Service Advertisement about Covid-19 in Instagram
BT  - Proceedings of the 6th International Conference on Social and Political Sciences (ICOSAPS 2020)
PB  - Atlantis Press
SP  - 24
EP  - 30
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201219.004
DO  - 10.2991/assehr.k.201219.004
ID  - Nurfebiaraning2020
ER  -