Analisis Iklan Layanan Masyarakat “Ingat Pesan Ibu” dalam Tindak Pencegahan Penyebaran Covid-19 (Studi di Desa Kalimati Kecamatan Tarik Kabupaten Sidoarjo)

Analysis of Public Service Advertisements "Remember Mother's Message" in Preventing the Spread of Covid-19

(Study in Kalimati Village, Tarik District, Sidoarjo Regency)

Sikap masyarakat dalam menghadapi pandemi Covid-19 yang terjadi saat ini masih banyak yang abai terhadap protokol kesehatan, hal ini disebabkan karena kurangnya penerimaan informasi terkait Covid-19 dan bagaimana cara pencegahannya, pemerintah mengupayakan berbagai cara agar masyarakat dapat menerima informasi terkait Covid-19 dan cara mencegahnya, salah satunya adalah menggunakan iklan layanan masyarakat yang dibuat pemerintah untuk mengkampanyekan pencegahan penyebaran Covid-19 melalui gerakan 3M (Mencuci tangan, Memakai masker, Menjaga jarak). Tujuan penelitian ini untuk mengetahui apakah informasi yang ada pada iklan layanan masyarakat  “Ingat Pesan Ibu” benar-benar diperhatikan oleh masyarakat dan diterapkan secara sungguh-sungguh dalam tindak pencegahan Covid-19. Jenis penelitian ini adalah penelitian deskriptif dengan menggunakan metode pendekatan kualitatif. Sumber data diperoleh melalui hasil wawancara serta observasi sebagai data primer, sedangkan sumber data sekunder diperoleh dari buku, jurnal, artikel berita dan website yang berkaitan dengan penelitian. Teknik analisis data pada penelitian ini menggunakan analisis data kualitatif model interaktif dari Miles dan Huberman, dimana model ini memiliki 4(empat) komponen penting diantaranya, pengumpulan data, reduksi data, sajian data, dan penarikan kesimpulan. Hasil penelitian mengacu pada teori efektivitas komunikasi oleh Cutlip, Center dan Broom, pada setiap indikator menunjukkan hasil sebagai berikut. Pada indikator Credibility (Kredibilitas) dimana masyarakat Desa Kalimati tertarik dan percaya terhadap isi pesan iklan karena penyampaiannya yang menarik, jelas dan sesuai dengan apa yang dianjurkan pemerintah. Pada indikator Context (Konteks) dimana terdapat kesesuaian antara kebutuhan informasi dalam upaya pencegahan penyebaran Covid-19 dengan isi pesan yang ada di dalam iklan. indikator Content (Isi) iklan memiliki kegunaan untuk mengingatkan dan memberi informasi terkait pencegahan Covid-19. Indikator Clarity (Kejelasan), masyarakat sudah memahami dengan jelas maksud dan tujuan dari pesan yang ada di dalamnya. Indikator Continuity and Consistency (Kontinuitas dan Konsistensi) diketahui masyarakat konsisten melihat iklan dengan frekuensi rata-rata tiga kali dalam sehari selain itu terdapat banner-banner tentang pencegahan Covid yang memberi informasi secara kontinu kepada masyarakat. Pada indikator Channels (Saluran), penggunaan media televisi dan radio dinilai efektif serta sesuai, karena masyarakat sering menggunakan televisi atau radio untuk mencari hiburan dan informasi. Pada indikator Capability of  The  Audience (Kapabilitas  Kalayak ) tingkat pemahaman masyarakat tentang iklan sudah ada selain itu penerapan pesan iklan sudah dilakukan sangat baik, masyarakat melakukan kegiatannya dengan menerapkan 3M dan mulai membatasi kegiatan diluar rumah yang sifatnya berkerumun.

The attitude of the community in dealing with the current Covid-19 pandemic is still a lot of people who ignore health protocols, this is due to the lack of receipt of information related to Covid-19 and how to prevent it, the government seeks various ways so that people can receive information related to Covid-19 and One way to prevent this is to use public service advertisements made by the government to campaign for the prevention of the spread of Covid-19 through the 3M movement (Washing hands, Wearing masks, Keeping your distance). The purpose of this study was to find out whether the information contained in the public service advertisement "Remember the Mother's Message" was really paid attention to by the public and was applied seriously in preventing Covid-19. This type of research is descriptive research using a qualitative approach. Sources of data obtained through interviews and observations as primary data, while secondary data sources obtained from books, journals, news articles and websites related to the research. The data analysis technique in this study uses an interactive model of qualitative data analysis from Miles and Huberman, where this model has 4 (four) important components including, data collection, data reduction, data presentation, and drawing conclusions. The results of the study refer to the theory of communication effectiveness by Cutlip, Center and Broom, each indicator shows the following results. On the Credibility indicator, the people of Kalimati Village are interested and believe in the content of the advertising message because the delivery is interesting, clear and in accordance with what is recommended by the government. On the Context indicator, where there is a match between the information needs in an effort to prevent the spread of Covid-19 and the content of the message in the advertisement. The advertising Content indicator has the function of reminding and providing information regarding the prevention of Covid-19. Indicator Clarity (Clarity), the public has clearly understood the intent and purpose of the message in it. The Continuity and Consistency indicator is known to the public that they consistently see advertisements with an average frequency of three times a day. Apart from that, there are banners about Covid prevention that provide continuous information to the public. In the Channels indicator, the use of television and radio media is considered effective and appropriate, because people often use television or radio to seek entertainment and information. In the Capability of the Audience indicator, the level of public understanding about advertising already exists. Besides that, the application of advertising messages has been carried out very well, people carry out their activities by implementing 3M and starting to limit activities outside the home that are crowding.