Analisis Opini Publik terhadap Promosi Rokok dan Vape di Media Sosial serta Peran Rumah Sakit dalam Edukasi Kesehatan

Abstract

This study aims to analyze the shape and trends of public opinion toward cigarette and vape promotions on social media, and to evaluate the role of hospitals in public health education. Amidst the intense promotion of visually appealing tobacco and nicotine products targeted at youth, significant challenges arise in tobacco control and efforts to improve public health literacy. Promotions utilizing social media, young influencers, and free-spirited lifestyle narratives reinforce the normalization of smoking behavior among productive-age groups. This study used an online survey method involving 130 respondents from diverse demographic backgrounds. The analysis was conducted using a manual sentiment approach and measurement of public communication indicators using Key Performance Indicators (KPIs). The results indicate that the majority of public opinion is negative toward cigarette and vape promotions, particularly among young people who are aware of the long-term health risks. Open-ended responses emphasized the importance of community-based education, collaboration between hospitals and families, and the need for stricter government regulations on nicotine product promotions. Respondents expressed a high level of trust in hospitals as sources of neutral and evidence-based information. This research utilizes communication theoretical frameworks such as agenda setting, framing, cultivation theory, uses and gratifications, as well as the theory of planned behavior (TPB) and the Health Belief Model (HBM). The results are expected to serve as a foundation for strengthening public communication strategies for tobacco control and serve as an academic reference in the digital age.