SOCIAL MARKETING IN PROMOTING IRON-FOLIC SUPPLEMENTATION FOR ADOLESCENT GIRLS IN INDONESIA: DOCUMENT STUDY AND LITERATURE REVIEW
Main Article Content
Abstract
Suplementasi Tablet Tambah Darah untuk menanggulangi anemia pada remaja putri di Indonesia telah dimulai tahun 1990-an. Namun hingga saat ini, kepatuhan konsumsi masih rendah dan prevalensi anemia masih tinggi. Pemerintah Indonesia telah gencar mempromosikan pentingnya konsumsi Tablet Tambah Darah. Penguatan pemasaran sosial dalam pelaksanaan suplementasi ini sangat diperlukan untuk meningkatkan kepatuhan remaja putri dalam mengonsumsi Tablet Tambah Darah. Tujuan penelitian ini untuk menganalisis penerapan pemasaran sosial dalam promosi Tablet Tambah Darah bagi remaja putri di Indonesia. Metode studi dokumen dan literature review digunakan dalam penelitian ini. Dokumen berupa kebijakan, laporan, serta berbagai media terkait suplementasi Tablet Tambah Darah pada remaja putri. Untuk literature review, pencarian artikel dilakukan dalam Scopus, ScienceDirect, Pubmed, dan Google Scholar dengan kata kunci promotion, iron-folic supplementation, dan adolescent girls, dengan kriteria inklusi berupa artikel hasil penelitian primer di Indonesia terkait pemasaran atau promosi Tablet Tambah Darah bagi remaja putri, dalam Bahasa Inggris atau Indonesia, full text, open access, dan diterbitkan Januari 2019-Agustus 2023 pada jurnal terindeks Scopus atau Sinta. Kriteria eksklusi berupa literature/systematic review, prosiding, atau artikel yang tidak dipublikasikan. Pemberian Tablet Tambah Darah saat ini dilakukan melalui kegiatan Aksi Bergizi di sekolah. Dari 19 artikel yang dikaji menunjukkan faktor yang memengaruhi kepatuhan konsumsi, metode dan media promosi, serta monitoring dan evaluasi pemberian Tablet Tambah Darah. Aspek pemasaran sosial telah diterapkan dalam perencanaan, implementasi, monitoring dan evaluasi pada pemberian Tablet Tambah Darah bagi remaja putri di Indonesia. Namun, masih diperlukan perbaikan terkait spesifikasi produk, pesan, metode, keterlibatan orang tua dan masyarakat, serta pendampingan dan pembinaan.
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References
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