PROFIL IKLAN SUSU FORMULA SEBAGAI PRODUK PENGGANTI ASI YANG DIMUAT PADA MAJALAH KEDOKTERAN

Michelle Ruth Natalie, Wiyarni Pambudi
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Abstract

The rampant marketing of Breastmilk Substitutes products, especially infant formula in various mass media has caused many mothers to stop providing breast milk for their babies. One of the media used to market Breastmilk Substitutes products is medical journals. Marketing of infant formula and other Breastmilk Substitutes products is regulated by regulations that are still applicable until now. The purpose of this study was to determine how the profile of infant formula advertisements as Breastmilk Substitutes product in medical journals, as well as the level of compliance with the applicable regulations. In addition, researcher also wanted to know about the level of knowledge of health workers regarding the regulations governing the marketing of Breastmilk Substitutes products. This study used a descriptive design with a cross-sectional approach and included 24 advertisements for infant formula and 27 health workers. The sampling technique used was simple random sampling and data collection was carried out online from December 2020 to January 2021. The instruments used were a checklist contains the suitability of the infant formula advertisement with the applicable regulations governing it and also a questionnaire. 15 out of 24 advertisements of infant formula (62.50%) were categorized at the moderate level of conformity, which fulfilled 6 to 8 predetermined criteria. There were 21 out of 27 health workers (77.78%) who had a sufficient level of knowledge, which fulfilled 2 to 5 of the total 8 questions on the questionnaire. Overall, the conformity level of the infant formula advertisements with the Breastmilk Substitutes regulations is moderate; and the health workers’ knowledge about the Breastmilk Substitutes regulations is sufficient.


Maraknya pemasaran produk Pengganti ASI, khususnya susu formula di berbagai media massa menyebabkan banyak ibu yang tidak lagi memberi ASI kepada bayinya. Salah satu media yang digunakan untuk memasarkan produk Pengganti ASI adalah majalah kedokteran. Pemasaran susu formula beserta produk Pengganti ASI lainnya diatur dalam peraturan-peraturan yang masih berlaku sampai saat ini. Tujuan daripada penelitian ini adalah untuk mengetahui bagaimana profil iklan susu formula sebagai produk Pengganti ASI pada majalah kedokteran, serta tingkat kesesuaiannya dengan ketentuan yang mengatur mengenai pemasaran produk Pengganti ASI. Selain itu peneliti juga ingin mengetahui mengenai tingkat pengetahuan tenaga kesehatan mengenai peraturan yang mengatur tentang pemasaran Pengganti ASI. Penelitian ini menggunakan desain deskriptif dengan pendekatan cross-sectional dan mengikutsertakan 24 iklan susu formula bayi serta 27 tenaga kesehatan. Teknik pengambilan sampel yang digunakan adalah simple random sampling dan seluruh pengambilan data dilakukan secara daring pada bulan Desember 2020 sampai Januari 2021. Instrumen yang digunakan berupa daftar tilik kesesuaian iklan susu formula bayi dengan peraturan yang berlaku beserta kuesioner. Sebanyak 15 dari 24 iklan susu formula bayi (62,5%) dikategorikan pada tingkat kesesuaian sedang, dimana memenuhi 6 hingga 8 kriteria yang telah ditentukan. Terdapat 21 dari 27 orang tenaga kesehatan (77,78%) memiliki tingkat pengetahuan cukup, dimana memenuhi 2 hingga 5 dari total 8 pertanyaan pada kuesioner. Secara keseluruhan, tingkat kesesuaian iklan susu formula bayi dengan ketentuan yang mengatur mengenai pemasarannya adalah sedang; dan tingkat pengetahuan tenaga kesehatan mengenai peraturan pemasaran produk Pengganti ASI adalah cukup.

 

Keywords

Advertisement; Infant formula; Medical journal; Breastmilk Substitutes; Iklan; Susu formula; Majalah kedokteran; Pengganti ASI

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