ISGH 3 | Vol 3. No. 1 | Oktober 2019 | ISSN: 2715-1948
PERCEPTION OF MUHAMMADIYAH SURAKARTA UNIVERSITY’S STUDENTS ON THE BREAST SELF-EXAM (BSE) ADVERTISEMENT
Dzul Akmal*1, Tiya Ardi Utami2 [email protected]
1Department of Public Health, School of Health Sciences Jenderal Achmad Yani Cimahi, Indonesia
2Department of Midwifery, Health of Science Faculty of Muhammadiyah Surakarta University, Indonesia ABSTRACT
Early detection of breast cancer is a very important first step to find out early on the presence of tumors or lumps in the breast. Recapitulation result of breast cancer early detection in Surakarta city conducted in two different places there were 15 cases with diagnosis of tumor or lump in breast. Screening action that can be done is to check Breast Self-Exam (BSE) performed by women from the age of 20 years. To appeal to the public, the government aired health promotion promotions in the last few months of 2017. To describe the perception of Muhammadiyah Surakarta University student to BSE advertisement.
This research is descriptive qualitative research using case study approach. Informant of this research consists of 7 main informants and 3 triangulation informants with purposive sampling technique.
This research showed that three out of seven female students did not feel compelled to do BSE because the content and material presented were incomplete so that they could not be practiced properly even though the other four who claimed to be motivated did not consistently show their attitude towards BSE.
The BSE advertisement does not get the attention of female students so it is not effective in appealing to audiences for doing BSE. It is expected that the time slot will run for BSE ads, especially during prime time (19.00-22.00) on television and penetrate social media that follows the development of current trends.
Keywords: Breast Self-Exam, advertising, perception.
INTRODUCTION
The prevalence of cancer patients in all age groups in Indonesia is 1.4%. Central Java ranks second in Indonesia with a prevalence of 2.1%, which is a case rate higher than the national figure.
Based on the Ministry of Health (2016), Central Java is a province with the most estimated cancer patients, which is around 68,638 people and followed by East Java with estimated cancer sufferers as many as 61,230 people (Ministry of Health, Republic of Indonesia, 2013).
According to the Ministry of Health (2016) states that Central Java has 543 cases of breast tumors and 7 cases suspected of breast cancer from 280,847 people who examined from 2007 to 2016.
Coverage of early detection of breast cancer by clinical examination or Clinical Breast Examination (CBE ) in women aged 30-50 years according to regency/city of Central Java province in 2014 in the city of Surakarta showed a case number 132 of 512 or 12.85% and ranks second after Pemalang district, amounting to 85.26%. In April 2017 the recapitulation results of early detection of breast cancer in the city of Surakarta conducted in several places such as UPT Puskesmas Setabelan and Klewer market there were fifteen cases with
diagnoses of tumors or lumps in the breast. There is one case that is suspected of being breast cancer and another case diagnosed as another breast disorder.
The Republic of Indonesia Ministry of Health (2015) states that early detection is a very important initial step to find out early on the presence of tumors or lumps in the breast. The screening action that can be done is by Breast Self-Examination (BSE) performed by women from the age of 20 years and is carried out every month, 7-10 days after the first day of the last menstruation. One of the government programs to reduce breast cancer is health promotion which includes public advertising services. BSE Ads is a community advertising service delivered by the RI Ministry of Health to encourage women to do BSE for 7 minutes. Health promotion is carried out with various methods and techniques or the media.
Audiovisual is one of the media that presents information or messages audiovisually (Generous &
Setiawati, 2008). Advertising is a media campaign that is very effective in forming opinions and influencing one's perception and actions.
Unwittingly received stimulus forms of perceptions quickly (Notoatmodjo, 2005).
The advertisements used as a material in this study are the most recent BSE commercials that have followed the current trends and lifestyles.
Based on a preliminary survey that has been conducted by researchers of five female students from the Faculty of Geography, the Faculty of Education and Teaching Accounting, the Faculty of Islamic Religion, the Faculty of Health Sciences and the Faculty of Education and Teaching Indonesian Language Education at Muhammadiyah University Surakarta showed the results of two out of five female students who had never done REALIZING.
However, after seeing BSE commercials on YouTube, they claimed to be interested in doing so.
Therefore researchers interested in researching
"Student Perception at the University of Muhammadiyah Surakarta of BSE Ads".
METHODS
The type of research used is qualitative research that produces descriptive data in the form of words with in-depth interviews. This research used a case study approach, in which case the research is the perception of female students towards BSE advertisements.
The study was conducted on April 13, 2018, until May 3, 2018, at Muhammadiyah University, Surakarta. The main informants in this study were seven people, active students of the Muhammadiyah University of Surakarta. While the triangulation
informants numbered three, namely an expert in the field of health promotion from the Health Center Surakarta and two closest colleagues from the main informant. The sampling technique used in this study was purposive sampling. How to collect data using semi-structured interviews. Data processing by coding, data reduction, data presentation, drawing conclusions and verification. Qualitative data analysis is performed if the empirical data obtained is qualitative in the form of a collection of words and not a series of numbers and cannot be arranged in categories. The method in this research is descriptive analysis that narrates the results of in- depth interviews conducted by researchers.
RESULTS
Overview of the University of Muhammadiyah Surakarta, Campus which has a philosophy of scientific and Islamic discourse is spread in 11 locations one of which is located at Jalan A. Yani, Pabelan, Kartasura, Surakarta, Central Java.
In this study, researchers interviewed 7 female students as the main informants at the Muhammadiyah University of Surakarta, 2 female students as triangulation informants and 1 triangulation informant who was in the work area of the Surakarta City Health Office in the Health Promotion section. The following table informant characteristic research after conducting interviews:
Table 1. Characteristics of Main Informant Informan
Age Gender Faculty
IU 1 20 th Woman School of Communication and Information Technology IU 2 23 th Women's College of Engineering
IU 3 21 th Women's Teacher Training and Education Faculty IU 4 20 th Female Faculty of Health Sciences
IU 5 22 years Female Faculty of Medicine IU 6 21 years Female Faculty of Psychology IU 7 21 years Female Faculty of Pharmacy
Based on table 1 obtained that all respondents who were the main informants in this study were women with an age range between 20-23 years with
active student status who is currently pursuing S1 education at the Muhammadiyah University of Surakarta.
Table 2. Characteristics of triangulated Informant Informant
Age Gender Occupation
IT 1 22 th Female Student Guidance and Counseling
IT 2 21 th Female StudentNikken
IT3 49 th Male head of health promotion Public Health Office Surakarta Surakarta
Based on Table 2 showed that the two informants triangulation female while the other one is male and has an age range between 21-49 years. In the aspect of work/position, two triangulation informants were studying S1 and 1 triangulation informant worked
as a health promotion expert who served as the head of the health promotion section at Public Health Office Surakarta Surakarta
DISCUSSIONS
Most of the main informants expressed the desire to do breast self-examination only that it was not yet fully motivated because it was not exemplified by the inspection process in conducting breast self-examination. The main informant also revealed that it could not fully encourage someone to do BSE due to certain factors such as being sure that he would not be affected by breast cancer and BSE advertisements that had less effect on the public.
"... I want to, but it's not entirely ..." (IU 1, IU 2, IU 4, IU 6, IU 7, IT 2, IT 3) The
perception of students of the Muhammadiyah University of Surakarta about BSE advertising is influenced by many things, one of which is Its main points are related to BSE advertising content. This was conveyed by the main informant because SADARI advertisements did not contain basic information that must be understood by ordinary people.
The female student's perception of BSE ads will easily form well if there are interesting scenes that make an impression in their memories such as music, humor, advertising stars and so on so that they can help remind the purpose of BSE ads.
According to Shimp (2014), attractiveness is an endorsement in advertising products in advertising getendorsementexplicitfrom a variety of popular public figures.
Based on the results of interviews, most of the key informants showed that four female students had a perception of BSE advertisements that they were compelled to do BSE while three other female students did not feel compelled to do BSE.
Nevertheless, the observations observed by researchers while in the field found that the attitudes of most of the main informants when they stated that they were compelled to do BSE were not what they said because they were influenced by certain factors such as time constraints and wanted to look good when interviewed. So there is no consistency with other answer items.\
The response of the main informant to BSE advertisements is to pay attention to one's health so that they are encouraged to do BSE while others also say that advertisements need to be re-aired on television and loaded in other print media so that BSE ads can boom and are known to many people.
"... so we must pay attention to personal health and encourage self-awareness ..." (IU 2, IU 5-IU 7)
Efforts to obtain and maintain attention, advertising messages must be well planned, more imaginative, entertaining, and beneficial for consumers Rizal et al ( 2009). Just like BSE ads that
have benefits for the community to make themselves aware so that they can do BSE routinely which can be done in just seven minutes, therefore advertisements should be aired routinely to be efficient. A person's attitude towards BSE ads can depend on friends and the environment because some are aware of those who are not aware after seeing the appeal of BSE ads. That is because of the belief in yourself that he feels healthy and will not be exposed to breast cancer.
Based on the results of the interviews, most of the key informants stated that they would not do BSE based on information from the advertisements because there were no BSE steps that were different from the other two main informants who only relied on the information contained in advertisements to do BSE.
"... from other sources, because there are no steps on how to do it? ..." (IU 1, IU 3- IU 5, IU & IT 2)
Student motives in watching BSE commercials can be caused by personal events and the surrounding environment such as relatives affected by breast cancer to cause encouragement that can cause interest in BSE advertising because the motive is an internal state of the organism (both human or animal) that drives it to do something.
This encouragement is supported by the factors that exist in a person who moves, directs his behavior to meet certain objectives Riswari (2007). Besides, the female student's motive for doing breast self- examination was not only due to watching commercials of breast self-examination because to practice breast self-examination regularly requires more encouragement so that it can be done consistently and continuously.
Based on the results of interviews conducted by the main informant showed that the female student's motive towards BSE advertisements was that there were five out of seven female students who chose to use other information so that they did not depend on advertisements and even those who were not interested in doing BSE after seeing ad impressions. Even so, some female students admitted that they would convey the BSE advertisement message by spreading it to the surrounding environment, both showing advertisements directly or mouth to mouth due to limited information.
BSE health promotion ads can attract public interest because they have a visual appeal and can be a useful source of information as conveyed by most key informants. However, two other informants said that the ad was not good in
attracting the attention of the public because it did not contain detailed information thereby reducing female students' interest in BSE ads.
"... interested, that's early prevention ..." (IU 2, IU 3, IU 5- IU 7) The Search for advertisements on the internet was conducted by the main informant because he claimed to be curious and easy to access advertisements through YouTube after the ads did not appear on television. They conducted more specific searches related to BSE information other than the health promotion ad. According to the results of Arfianto's research (2010), it shows that the message quality, ad appeal, and frequency of views have a positive and significant effect on the effectiveness of advertisements either partially or simultaneously.
Based on the results of the interviews, most of the key informants stated they felt interested and interested in doing BSE after seeing appeals on advertisements, but when interviewed it was seen that the interest in doing BSE was not serious this could be due to the lack of exposure to BSE ads indoctrinating the audience. The advertisement should be successful in stimulating the actions of the audience to be interested in doing according to the intrusion of advertisements according to Djayakusumah in Lukitaningsih (2013) at least it must meet the AIDCDA criteria, namely: Attention (containing attraction), Interest (containing attention and interest), Desire (generating desire to try or have ), Conviction (raises confidence in the product), Decision (produces satisfaction with the product), and Action (leads to actions to buy).
According to the AIDCDA concept, advertising promotion must require sufficient knowledge of behavior patterns, needs, and market segments.
Recognition conveyed by key informants, most of them saw BSE advertisements because of the experience of people around them affected by breast cancer or even one of them had undergone surgery fibroadenoma (breast lumps) to increase awareness of matters related to breast health such as do breast self-examination regularly.
"... yes, my brother has cancer so I searched ..." (IU 1- IU 4, IU 7, IT 1 & IT 2)
Five of the seven students got similar experiences from friends and even their relatives.
However, this does not apply to those who have never experienced the event directly so that the level of awareness of breast cancer is lower than those who have negative experiences before.
If the advertisement shows the danger or effect and the things that seem to scare the community may be able to foster someone's vigilance to do the
thing that is ordered by the advertisement this is similar to that conveyed by the main informant. This is in line with the opinion of Shimp (2014) who said the use of fear is expected to be very effective as a way to increase motivation.
Based on the results of the interview with the head of the Health Promotion Division of the Public Health Office Surakarta, a health promotion ad with the theme of BSE was the first ad that aired on television because previously in conducting health education promotion officers only used media in the form of leaflets. However, the response of the public to BSE health promotion advertisements is very dependent on the frequency of its broadcasts, the more often aired the public will be more responsive to the purpose of BSE advertising messages. This is in agreement with the results of Nurarifiyani's research (2016) which states that the higher the intensity of watching adverts, the higher the buying interest in students.
The expectation of the main informant before and after seeing the ad has not changed much, which is to focus on the advertising material.
"... I think the causes of cancer will be explained and the BSE tutorial ..." (IU 1, IU 2, IU 7
& IT 2)
Five of the seven main informants hope that the content or material presented in the advertisement is explained the causes, procedures for implementing BSE. and other basic information related to BSE while the other two main informants hope that BSE ads can have an effect on themselves doing routine BSE and can attract women to do BSE. According to Putra (2017), consumer expectations are the same as consumer desires which are determined by information they receive by word of mouth, personal needs, experience, and external communication through advertising and promotion.
Students hope that BSE ads can be re-aired on television and the government or the Ministry of Health of the Republic of Indonesia needs to renew BSE ads with more detailed and lightweight material so that they can be easily accepted by ordinary people in a short duration of time. Seasonal ad serving will make BSE information sink with the cessation of the ad serving. So that the success of advertisements in reducing breast cancer rates cannot just happen, as stated by the Head of Health Promotion Division of Public Health Office Surakarta Surakarta, BSE advertising does not reduce the disease but only as a way to detect breast cancer early at a certain level.
CONCLUSIONS
Based on the results of the analysis and discussion in this study that the perception of Muhammadiyah Surakarta University students towards SADARI advertisements has not been successful in getting attention from the public due to incomplete content or advertising material and seasonal ad serving time so that advertisements are considered ineffective whereas mass media advertisements are aimed as getting attention.
Suggestions can be given, among others, by planning and rearranging revised advertisements in the shortest possible duration but full of basic material needed in conducting BSE, increasing expert knowledge in the field of health promotion to be more sensitive to health promotion advertisements launched by Health Manistry RI in educating the public and the public can play an active role in the success of the objectives of BSE advertising by doing BSE or as a reminder of those closest to him.
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