Pengaruh Komunikasi Inovasi dan Kualitas Pesan Instagram @genbestid terhadap Minat Orang Tua Balita dalam Mengadopsi Praktik Pencegahan Stunting

Maharani Imran

doi:10.35760/mkm.2026.v10i1.529

Authors

Maharani Imran Universitas Bina Sarana Informatika Author

DOI:

https://doi.org/10.35760/mkm.2026.v10i1.529

Keywords:

Adoption, diffusion of innovations, Instagram, message quality, stunting

Abstract

Stunting masih menjadi permasalahan kesehatan masyarakat di Indonesia. Berdasarkan Survei Status Gizi Indonesia (SSGI) tahun 2022, prevalensi stunting pada balita mencapai 21,6%, melebihi ambang batas yang direkomendasikan oleh World Health Organization (WHO), yaitu 20%. Kondisi ini menunjukkan pentingnya strategi komunikasi inovasi yang efektif untuk meningkatkan minat orang tua dalam mengadopsi praktik pencegahan stunting. Penelitian ini bertujuan menganalisis pengaruh komunikasi inovasi berdasarkan Teori Difusi Inovasi dan kualitas pesan Instagram @genbestid terhadap minat orang tua balita berusia 12–59 bulan dalam mengadopsi praktik pencegahan stunting. Penelitian menggunakan pendekatan kuantitatif dengan metode survei terhadap 100 responden yang dipilih secara purposive. Data dianalisis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa komunikasi inovasi dan kualitas pesan berpengaruh positif dan signifikan terhadap minat adopsi praktik pencegahan stunting. Kedua variabel secara simultan menjelaskan 54,8% variasi minat adopsi (R² = 0,548). Keunggulan relatif merupakan dimensi komunikasi inovasi yang paling dominan, sedangkan kredibilitas sumber pesan menjadi dimensi kualitas pesan yang paling berpengaruh. Temuan ini menunjukkan bahwa komunikasi inovasi yang didukung pesan berkualitas dari sumber yang kredibel mampu meningkatkan minat orang tua dalam mengadopsi praktik pencegahan stunting melalui media sosial.

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