Hubungan antara Terpaan Iklan Rokok dan Persepsi Maskulinitas pada Perokok dengan Perilaku Merokok Remaja Laki-laki

Abstract

Smoking behavior in teenager increasing each year. The data shows that the age of smoking behavior is getting younger. The massive cigarette advertisement on television become one of the triggers in influencing smoking behavior on teenager. Standards of masculinity in Indonesia that are contextual also become one of the causes high smoking behavior. This research aims to determine the relation between cigarette advertising exposure and perceptions of masculinity with smoking behavior on teenage boys. The theory that used in this research are, Advertising Exposure theory and Self-concept theory. Population for this research are teenage boys with smoking behavior in category 12-18 years old who have been exposed by cigarette advertising exposure. Whereas the sample for this research is taken from 100 respondents by using accidental sampling technique. Hypothesis analysis which is conducted by using Kendall Tau-b correlation analysis shows that : First, there’s a correlation between cigarette advertising exposure with smoking behavior on teenage boys showed by significant value of 0,000 and correlation coefficient value of 0,798. This presents a strong relation with positive value for relation direction. This tells that bigger increase of advertising exposure will cause bigger increase of smoking behavior on teenager. Second, there’s a positive correlation between perception of masculinity at smokers with smoking behavior in teenage boys showed by significant value of 0,000 and correlation coefficient value of 0,824. This presents a strong relation with positive value for relation direction. This tells that the bigger increase the perception of masculinity at smoker will cause bigger increase of smoking behavior on teenager. The advice gave to the advertisers, better not showing the cigarette advertisement that represent young generation in each advertisement that suitable with Brodcasting rules. So that, not start the interest with the wrong target.