DEPRESSION AMONG YOUNG ADULT MEN IN JAKARTA
By
Aurora Dinda Pramono 11603075
BACHELOR’S DEGREE in
BUSINESS ADMINISTRATION
FACULTY OF BUSINESS AND COMMUNICATION
SWISS GERMAN UNIVERSITY The Prominence Tower
Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia
June 2020
Revision After Thesis Defense on July 6, 2020
I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.
Aurora Dinda Pramono
____________________________________________
Student
Date
Approved by:
Mochammad Riyadh Rizky Adam, S.T., M.S.M.
____________________________________________
Thesis Advisor
Date
Dr. Nila Krisnawati Hidayat, S.E., M.M.
____________________________________________
Dean of Faculty of Business and Communication
Date
ABSTRACT
ANALYSING SOCIAL MARKETING MIX EFFECTS ON THE INTENTION TO IMPLEMENT A HEALTHY LIFESTYLE FOR THE CASE OF DEPRESSION
AMONG YOUNG ADULT MEN IN JAKARTA
By
Aurora Dinda Pramono
Mochammad Riyadh Rizky Adam, S.T, M.S.M, Advisor
SWISS GERMAN UNIVERSITY
There are 20% of people in Jakarta who experiencing mental health, which means that there are 2 out of every 10 people. Most of the people in DKI Jakarta at the age from 15-24 years old are dealing with depression disorder. However, the Indonesia government has initiated several strategies to improve the mental health condition. In order to support the mental health awareness in Indonesia, especially depression disorder, this study will examine the effect of social marketing mix on the intention to implement a healthy lifestyle. The variables used in this study are Social Product, Social Price, Social Place and Social Promotion. By using an online survey, a total of 275 questionnaires from Young-Adult men respondents in Jabodetabek region were collected. The findings revealed that Social Product and Social Place have the biggest contribution in influencing the intention to implement a healthy lifestyle. In contrast, both Social Price and Social Promotion have no influence towards the intention to implement a healthy lifestyle.
Keywords: Social Product, Social Price, Social Place, Social Promotion, Healthy
Lifestyle.
© Copyright 2020 by Aurora Dinda Pramono
All rights reserved
DEDICATION
To my parents, especially my mom.
Aziz Bagas and Ameera Dinda Pramono Yogi Husni Rafa Dian
And all my dearest friends
Without whom none of my success would be possible.
ACKNOWLEDGEMENTS
I would like to express my deepest appreciation to all of those who provided me with the greatest love, time and support and the possibility to complete this study. I would like to firstly thank Allah SWT, for giving me strength, health and accompany me to accomplish my goals. Secondly, I would like to thank my parents, Lady Anne and Rony Pramono for their endless love, time and support to make me believe that I can accomplish anything in this world. Aziz Bagas and Ameera Dinda Pramono and Yogi Husni Rafa Dian to always cheer me up and brightening up my days.
Fully gratitude, I would like to give to my helpful and cheerful advisor, Mr.
Mochammad Riyadh Rizky Adam, S.T., M.S.M., who has managed to keep his patience, energy and guided the #teamRizky with his endless knowledge and talents to successfully finish the race.
Last but not least, I would like to thank all of my friends, Jocelyn Arihta, Brahmanto Banuadi, Christie Putri Aris, Hana Helmard, Maria Vania, Muhammad Bahuri Oktama, Kevin Gerald Jayadi for always be there and accompany me during the University Life.
To my schmutz biene Cicillia Meifani, Jennifer Wijaya, Shianita Ailynn Pratama for
always inspire and remind me to be the best version of myself. To my Broks, Alwin
Mahasin David Michael and Muhammad Ichsan, thank you for always being a good
listener. To Aurellia Widjaja, Della Putri Arditya and all the girls in #teamRizky2020,
thank you for the endless support. To all of you reading this, I wish you all the best
things in life and love yourself first!
Table of Contents
STATEMENT BY THE AUTHOR ... 2
ABSTRACT ... 3
DEDICATION ... 5
ACKNOWLEDGEMENTS ... 6
Chapter I - INTRODUCTION ... 11
1.1 Research Background ... 11
1.2 Research Problems ... 14
1.3 Research Questions ... 16
1.4. Research Objectives ... 17
1.5. Scope and Limitations ... 17
1.6 Significance of Study ... 17
1.7. Study Outline ... 18
CHAPTER 2 - LITERATURE REVIEW ... 19
2.1 Framework of Thinking... 19
2.1.1 Mental Health ... 20
2.1.2 Intention to Implement a Healthy Lifestyle ... 21
2.1.3 Social Marketing ... 23
2.1.4 Social Marketing Mix ... 26
2.2 Previous Study ... 32
2.3 Study Differences ... 35
2.4 Research Model ... 35
2.5 Hypothesis Development ... 36
CHAPTER 3 – RESEARCH METHODS... 39
3.1 Type of Study ... 39
3.2 Unit of Analysis ... 39
3.3 Population and Sampling Design ... 39
3.3.1 Population Target ... 39
3.3.2 Sampling Method ... 40
3.3.3 Sampling Size ... 41
3.4 Time Frame of Study ... 42
3.5 Data Sources & Collection... 42
3.5.1 Type of Data ... 42
3.5.2 Questionnaire Development and Structure ... 43
3.5.3 Data Collection Method ... 44
3.6 Variable Operationalization ... 45
3.7 Data Processing Procedures ... 47
3.7.1 Pre-Test ... 47
3.7.3 Multiple Regression Analysis ... 59
CHAPTER 4 – RESULTS AND DISCUSSIONS ... 60
4.1 Industry Overview ... 60
4.2 Descriptive Analysis of Respondents ... 61
4.3 Classical Assumption Test ... 63
4.3.1 Normality Test ... 63
4.3.2 Linearity Test ... 64
4.3.3 Heteroscedasticity Test ... 64
4.3.4 Autocorrelation Test ... 65
4.4 Validity and Reliability... 65
4.4.1 Validity and Reliability Test of Social Product ... 66
4.4.2 Validity and Reliability Test of Social Price ... 67
4.4.3 Validity and Reliability Test of Social Place ... 69
4.4.4 Validity and Reliability Test of Social Promotion... 70
4.4.5 Validity and Reliability Test of the Intention to Implement a Healthy Lifestyle .... 72
4.5 Multiple Regression Analysis ... 74
4.5.1 T-Test (Partial) ... 74
4.5.2 F-Test (Simultaneously) ... 74
4.5.3 Coefficient Determination (R2) ... 75
4.6 Hypothesis Testing and Results Analysis ... 75
CHAPTER 5 – CONCLUSIONS AND RECOMMENDATIONS ... 80
5.1 Conclusions ... 80
5.2 Managerial Implications ... 81
5.2.1 Social Product ... 81
5.2.2 Social Place ... 83
5.2.3 Social Price... 85
5.2.4 Social Promotion ... 87
5.2.5 The Intention to Implement a Healthy Lifestyle... 89
5.3 Recommendations for future research ... 90
References ... 91
APPENDIX I:... 98
APPENDIX II ... 110
APPENDIX III ... 112
APPENDIX IV ... 119
List of Figures
Figure 1. 1 Age-adjusted Suicide Rates, by sex: United States 1999-2017 ... 11
Figure 1. 2 Age-adjusted Suicide Rates in the United States (2001-2017) ... 12
Figure 1. 3 Prevalence of Depressed Population Over the Age of 15 years Old ... 13
Figure 2. 1 Theory of Planned Behaviour ... 21
Figure 2. 2 Research Model... 35
Figure 3. 1 Classification of Sampling Techniques ... 41
Figure 3. 2 Pre-Test: KMO and Bartlett’s Test of Social Product ... 49
Figure 3. 3 Pre-Test: Anti-Image Matrices of Social Product... 49
Figure 3. 4 Pre-Test: Component Matrix of Social Product ... 50
Figure 3. 5 Pre-Test: KMO and Bartlett’s Test of Social Price ... 50
Figure 3. 6 Pre-Test: Anti-Image Matrices of Social Price... 51
Figure 3. 7 Pre-Test: Component Matrix of Social Price ... 51
Figure 3. 8 Pre-Test: KMO and Bartlett’s Test of Social Place ... 52
Figure 3. 9 Pre-Test: Anti-Image Matrices of Social Place ... 52
Figure 3. 10 Pre-Test: Component Matrix of Social Place ... 53
Figure 3. 11 Pre-Test: KMO and Bartlett’s Test of Social Promotion ... 53
Figure 3. 12 Pre-Test: Anti-Image Matrices of Social Promotion ... 54
Figure 3. 13 Pre-Test: Component Matrix of Social Promotion ... 54
Figure 3. 14 Pre-Test: KMO and Bartlett’s Test of Intention to Implement a Healthy Lifestyle ... 55
Figure 3. 15 Pre-Test: Anti-Image Matrices of Intention to Implement a Healthy Lifestyle ... 55
Figure 3. 16 Pre-Test: Component Matrix of Intention to Implement a Healthy Lifestyle ... 56
Figure 4. 1 Normality Test Histogram ... 63
Figure 4. 2 Normal P-P Plot of Regression Standardized Residual ... 64
Figure 4. 3 Scatterplot of Dependent Variable IIHL ... 64
Figure 4. 4 Spearman’s Correlation Test ... 65
Figure 5. 1 Example for Social Product ... 82
Figure 5. 2 Example for Social Product ... 83
Figure 5. 3 Example for Social Place ... 84
Figure 5. 4 Example for Social Place ... 84
Figure 5. 5 Example for Social Price ... 86
Figure 5. 6 Example for Social Price ... 86
Figure 5. 7 Example for Social Promotion ... 88
Figure 5. 8 Example for Social Promotion ... 88
Figure 5. 9 Example for Social Promotion ... 89
Table 2. 1 Framework of Thinking ... 19
Table 2. 2 Previous Study ... 34
Table 2. 3: Study Differences ... 35
Table 3. 1 Time Frame of Study ... 42
Table 3. 2 Likert Scale ... 45
Table 3. 3 Variable Operationalization ... 47
Table 3. 4 Construct Validity Parameters ... 48
Table 3. 5 Pre-Test: Reliability Test of Social Product ... 57
Table 3. 6 Pre-Test: Reliability Test of Social Price ... 57
Table 3. 7 Pre-Test: Reliability Test of Social Place... 58
Table 3. 8 Pre-Test: Reliability Test of Social Place... 58
Table 3. 9 Pre-Test: Reliability Test of Intention to Implement a Healthy Lifestyle ... 58
Table 3. 10 Research Demography ... Error! Bookmark not defined. Table 4. 1 Research Demography ... 62
Table 4. 2 KMO and Bartlett’s Test of Social Product... 66
Table 4. 3 Anti-Image Matrices of Social Product ... 66
Table 4. 4 Component Matrix of Social Product ... 67
Table 4. 5 Reliability Test of Social Product ... 67
Table 4. 6 KMO and Bartlett’s Test of Social Price... 67
Table 4. 7 Anti-Image Matrices of Social Price ... 68
Table 4. 8 Component Matrix of Social Price ... 68
Table 4. 9 Reliability Test of Social Price ... 69
Table 4. 10 KMO and Bartlett’s Test of Social Place ... 69
Table 4. 11 Anti-Image Matrices of Social Place ... 69
Table 4. 12 Component Matrix of Social Place ... 70
Table 4. 13 Reliability Test of Social Place... 70
Table 4. 14 KMO and Bartlett’s Test of Social Promotion ... 70
Table 4. 15 Anti-Image Matrices of Social Promotion... 71
Table 4. 16 Component Matrix of Social Promotion ... 71
Table 4. 17 Reliability Test of Social Promotion ... 72
Table 4. 18 KMO and Bartlett’s Test of Intention to Implement a Healthy Lifestyle ... 72
Table 4. 19 Anti-Image Matrices of Intention to Implement a Healthy Lifestyle ... 73
Table 4. 20 Component Matrix of Intention to Implement a Healthy Lifestyle ... 73
Table 4. 21 Reliability Test of Intention to Implement a Healthy Lifestyle ... 73
Table 4. 22 T-Test (Partial) ... 74
Table 4. 23 F-Test (Simultaneously) ... 74
Table 4. 24 Coefficient Determination Test ... 75
Table 4. 25 Hypothesis Result ... 76
Table 5. 1 Majority Result of Social Product ... 81
Table 5. 2 Majority Result of Social Place ... 83
Table 5. 3 Majority Result of Social Price ... 85
Table 5. 4 Majority Result of Social Promotion ... 87
Table 5. 5 Majority Result of Intention to Implement a Healthy Lifestyle ... 89
