ALFIANSYAH, HUDA (2016) PENGARUH PERINGATAN BAHAYA MEROKOK PADA BILLBOARD TERHADAP PERUBAHAN PERILAKU MAHASISWA (SURVEY PADA MAHASISWA ILMU KOMUNIKASI UNTIRTA). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.

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Abstract

According to the World Health Organization (WHO) the number of smokers in Indonesia is the third largest in the world and the number of deaths due to smoking habits reached 400 thousand people per year (the Ministry of Health RI, 2012). Nationally, the age group that first smoke began at age ≥ 10 years. The increasing number of smokers, the government finally set the new rules that replace warning the dangers of smoking, which was originally “smoke can cause cancer, heart attacks and disorders of pregnancy and the fetus" to "Smoking kill" accompanied by a creepy image. The change is particularly mounted on outdoor media such as billboards cause a change in their smoking behavior. This is the purpose of the research done, which is to determine how much influence on a billboard warning against the dangers of tobacco smoking behavior, in communication science students. The theory used the Stimulus-Organism�Respone, where the stimulus in this study is warning of the dangers of smoking on Billboard, then organism that communication science students, and its response that changes in smoking behavior. This study uses a quantitative approach, with a sample of 133 respondents. The results showed that on a billboard warning of the dangers of smoking have a strong and positive relationship with changes in smoking behavior. From the results of the study also note that warning of the dangers of smoking on billboard has the effect of 40.9% to changes in smoking behavior of students. The results of hypothesis testing is known that a significant difference between the dangers of smoking on a billboard warning against changes in smoking behavior, it can be seen from the partial test results where tcount having a value of 9.524 is greater than ttable 1,657. Based prerequisite hypothesis test, it can be concluded that if tcount> ttable then a significant difference between the dangers of smoking on a billboard warning against behavior change communication science students. It can be concluded that, Ha accepted and H0. Keywords: Advertising, Smoking, Behavior Change

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