Perencanaan Social Marketing sebagai Upaya Peningkatan Pemanfaatan Terapi Rumatan Metadon
ABSTRACT: Methadone
Maintenance Therapy (MMT) utilty in Jagir and Manukan Kulon Public Health
Centers had not been achieved national target. It was only achieved 5.21–16.51%
of the target 33.34%. This research aims to formulate a social marketing
planning by apply the theory of planned behavior in its market analysis step.
This is a cross sectional study. The sample was 47 Injecting Drug Users (IDUs)
in Surabaya. The results of this study indicate that the social messages that
exist in the Ministry of Health and AIDS policy Surabaya city have not been
received well by injecting drug users. FGD was conducted to all stakeholders
agreed that to improve public education about MMT was the best solution. MMT
campaign would also need to increase the MMT utility. This study concluded that
IDUs worry about discrimination when they using MMT was the main problem which
made them not follow MMT. They wanted more safety and privacy when using MMT.
Social marketing plan had to be considered to this issue. Moreover to cover
social gap in community whose injecting drug users were criminal, social
marketing plan could spread out the social message, which everyone who use MMT
are victim that want to be converted.
Penulis: SULVY DWI ANGGRAINI
Kode Jurnal: jpkesmasdd120044
