KOMUNIKASI DALAM

MEMBANGUN KEPERCAYAAN
PASAR
• How to delivery information for built publik
trus?
• The most importan of communication is
“you know I know”

• Pesan  chanel/media  penerima

pesan
 Message  Trust
• Pesan dapat dipercaya  sumber pesan???
• Lekat dg penerima
• Pahami karakteristik penerima  lt belakang,
pengalaman, pendidikan, sifat dll
• Bahasa dimengerti
• Hindari ketersinggungan
• Frekwensi
• Lingkungan yang mendukung (social support)
• Memungkinkan untuk berubah
 The “HEALTH BELIEF MODEL”
By Rosenstock

Individual Perceptions Modifying Factor Likelihood to Action

Demographic variable (Age, Sex, Race, Perceived benefits of

Ethnicity, etc preventive action
Sociopsychological variable (Personality, Minus
social class, peer & reference group
Perceived Barriers to
pressure etc)
preventive action
Structural Variable (knowledge about
desease, prior contact with the desease
Perceived etc)
susceptibility to
desease “X”
Perceived Perceived Threat of desease “X” Likelihood of taking
seriousness recommended Preventive
(saverity) of desease Health Action
“X”
Cues to Action
Mass media compaigns
Advice from others
Remainder postcard from physician or dentist
Illness of family member or friend
Newspaper or magazine article
HIRARKHI KEBUTUHAN MASLOW

AKTUALISASI/
PENGEMBANGAN DIRI

HARGA DIRI

KASIH SAYANG

KEAMANAN & PERLINDUNGAN

FISIOLOGIS / BIOLOGIS
 PERUBAHAN PERILAKU
LW. GREEN

FISIK
PREDISPOSING

MASALAH
KESEHATAN
ENABLING
NON FISIK /
PERILAKU

REINFORCING
 PERUBAHAN PERILAKU
By KELMAN
1. TERPAKSA (COMPLIANCE)
Memperoleh Imbalan
Memperoleh Pengakuan
Terhindar dari hukuman
Tetap terpelihara hubungan baik dg yang menganjurkan

2. INGIN MENIRU / DIPERSAMAKAN (IDENTIFICATION)

3. SADAR AKAN MANFAAT (INTERNALIZATION)

 ADOPTION
By ROGER & SHOEMAKER

Awareness

Interest

Evaluation

Trial

Adoption
 INNOVATION DECISION PROCESS
By Roger & Shoemaker

Terus adopsi

1.Sikap terhadap ADOPSI

perubahan
Berhenti adopsi
2. Pergaulan/pengalaman

SUMBER KOMUNIKASI

PENGERTIAN PERSUASI KEPUTUSAN PEMANTAPAN

Kemudian Adopsi
MENOLAK

Terus Menolak
THE TRANSTHEORETICAL MODEL
MAINTENANCE: practice required for the new behaviour to be
consistently maintained,
incorporated into the repertoire of behaviours available to a person
at any one time.
ACTION: people make changes, acting on previous decisions,
experience, information, new skills, and motivations for making the
change.
PREPARATION: person prepares to undertake the desired change
– requires gathering information, finding out how to
achieve the change, ascertaining skills necessary, deciding when
change should take place - may include talking with others to see
how they feel about the likely change, considering impact change
will have and who will be affected.
CONTEMPLATION: something happens to prompt the person to
start thinking about change - perhaps hearing that someone has
made changes - or something else has changed-resulting in the need
for further change.
PRECONTEMPLATION: changing a behaviour has not been
considered; person might not realise that change is possible or
that it might be of interest to them.
Life cycles