Hubungan Terpaan Iklan Rokok di Televisi dan Intensitas Komunikasi Peer Group dengan Minat Merokok Remaja Perempuan

Abstract

This study is based on previous research data indicating high rates of increased teenage smokers compared to adult smokers. Most of them are young female, it makes Indonesia has the highest female smokers in the world. The purpose of this study was to determine the correlation of cigarette’s advertisement exposure on television and the intensity of peer group communication with teenage females’ smoking interest. This research uses advertising exposure process theory and social learning theory. The population in this study were young females aged 15-19 years who had seen cigarette advertisements and had members who smoked actively in their peer group. The sample is 80 people with accidental sampling technique. In the hypothesis test, author use Kendall Tau-b correlation analysis. The first hypothesis test between the exposure of advertisement to the interest of smoking showed a very significant value of 0.007 (<0.01) and the second hypothesis test between the peer group communication intensity to the interest of smoking also showed a very significant value that is 0.000 (<0.01). Based on the result, it can be concluded that; 1) advertising exposure of cigarette on television is related to the smoking interest of teenage females; 2) the intensity of peer group communication related to the smoking interest of teenage females. This study shows that cigarette advertisements and teenage’s interactions with their peer group have a relationship with their smoking interest, so it is suggested that government tighten rules about cigarette’s advertisement and for the young girls to be selective in associating.