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HEALTH ADVERTISING ON INSTAGRAM: IS IT EFFECTIVE WHILE FOLLOWING ETHICAL GUIDELINES?

Jurnal Administrasi Kesehatan Indonesia · Vol. 12 No. 1 (2024) · hlm. 150–161

DOI
10.20473/jaki.v12i1.2024.150-161
ISSN
2540-9301, 2303-3592
Terbit
2024-06-27
Penerbit
Universitas Airlangga
Bahasa
eng
Lisensi
creativecommons.org/licenses/by-sa/4.0

Abstrak

Background: Given the popularity of digital marketing in business today, every hospital can start utilizing it by establishing a social media account. Instagram is a social media platform that focuses on photographs. The AISAS (Attention, Interest, Search, Action, and Share) model can be used to assess the efficacy of marketing communications. Regardless, there are issues regarding legal and ethical issues. Therefore, a question emerges: How can health advertisements be effective while following ethical guidelines? Aims: The purpose of this research is to analyze the content of healthcare advertisements on Instagram Methods: This study uses the quantitative descriptive content analysis method. The samples are Instagram advertisements for health services. Search them using the hashtags (#) #dokterjogja, #klinikjogja, #klinikyogyakarta, and #rumahsakitjogja. Using convenience sampling, the researcher randomly scrolls and stops on Instagram. The data were assessed by two coders using a checklist to ensure objectivity. The checklist contains three indicators, in this case, the AIA (Attention, Interest, Action) indicator, and the other indicators were obtained from the Regulation of the Minister of Health of the Republic of Indonesia (PERMENKES) number 1787 of 2010 Results: The highest score of the AIA (Attention, Interest, Action) indicator is 12, and there are a total of 34 advertisements (coder 1), and 84 advertisements (coder 2) violate The Regulation of the Minister of Health (PERMENKES) No.1787/2010 Conclusion: This study finds that effective advertising is almost certain to violate the regulation. An educational health information advertisement that introduces the services provided is a good way to promote healthcare providers while remaining ethical. Keywords: advertising, AISAS, ethics, health, social media

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  • Muhammadiyah University of Yogyakarta
  • Universitas Gadjah Mada
  • Primary Health Care
  • Jenderal Soedirman University
  • Universitas Ahmad Dahlan
  • Universitas 'Aisyiyah Bandung
  • Afiliasi tidak diketahui
  • Organisasi berbeda
  • Organisasi sama
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Rekan penulisOrganisasiArtikel bersama
Iman PermanaMuhammadiyah University of Yogyakarta3
Moch Zihad IslamiUniversitas Gadjah Mada3
Akhmad KhanifUniversitas Gadjah Mada2
Sentagi Sesotya UtamiUniversitas Gadjah Mada2
Hanifah HanifahUniversitas Gadjah Mada1
Wahyu PamungkasihPrimary Health Care1
Syarifatun MardliyahMuhammadiyah University of Yogyakarta1
Habib Abda FurqoniMuhammadiyah University of Yogyakarta1
Tri LestariJenderal Soedirman University1
Erna RochmawatiMuhammadiyah University of Yogyakarta1
Ika Puspita SariAfiliasi tidak diketahui1
Janatarum Sri HandonoAfiliasi tidak diketahui1
Akrom AkromUniversitas Ahmad Dahlan1
Fahmy Abdul HaqMuhammadiyah University of Yogyakarta1
Fatiah HandayaniUniversitas 'Aisyiyah Bandung1
Nurvita RisdianaMuhammadiyah University of Yogyakarta1
Amirul Auzar Ch.Afiliasi tidak diketahui1
Muhammad Dian Saputra TaherAfiliasi tidak diketahui1
Janatarum SrihandonoUniversitas Gadjah Mada1
Tipung MuljokoAfiliasi tidak diketahui1

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Sumber metadata: OAI-PMH (metadata jurnal) https://e-journal.unair.ac.id/JAKI/oai, pertama di-harvest 9 Nov 2026, terakhir terlihat 9 Nov 2026.
Metadata asli (oai_dc) 
<oai_dc:dc xmlns="http://www.openarchives.org/OAI/2.0/" xmlns:dc="http://purl.org/dc/elements/1.1/" xmlns:oai_dc="http://www.openarchives.org/OAI/2.0/oai_dc/" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.openarchives.org/OAI/2.0/oai_dc/  http://www.openarchives.org/OAI/2.0/oai_dc.xsd">
	<dc:title xml:lang="en-US">HEALTH ADVERTISING ON INSTAGRAM: IS IT EFFECTIVE WHILE FOLLOWING ETHICAL GUIDELINES?</dc:title>
	<dc:creator>Alhudha, Anky Angga</dc:creator>
	<dc:creator>Setyonugroho, Winny</dc:creator>
	<dc:creator>Pribadi, Firman</dc:creator>
	<dc:subject xml:lang="en-US">advertising</dc:subject>
	<dc:subject xml:lang="en-US">AISAS</dc:subject>
	<dc:subject xml:lang="en-US">code of ethics</dc:subject>
	<dc:subject xml:lang="en-US">health</dc:subject>
	<dc:subject xml:lang="en-US">social media</dc:subject>
	<dc:subject xml:lang="en-US">digital marketing</dc:subject>
	<dc:subject xml:lang="en-US">AISAS</dc:subject>
	<dc:subject xml:lang="en-US">health administration and policy</dc:subject>
	<dc:description xml:lang="en-US">Background: Given the popularity of digital marketing in business today, every hospital can start utilizing it by establishing a social media account. Instagram is a social media platform that focuses on photographs. The AISAS (Attention, Interest, Search, Action, and Share) model can be used to assess the efficacy of marketing communications. Regardless, there are issues regarding legal and ethical issues. Therefore, a question emerges: How can health advertisements be effective while following ethical guidelines?
Aims: The purpose of this research is to analyze the content of healthcare advertisements on Instagram
Methods: This study uses the quantitative descriptive content analysis method. The samples are Instagram advertisements for health services. Search them using the hashtags (#) #dokterjogja, #klinikjogja, #klinikyogyakarta, and #rumahsakitjogja. Using convenience sampling, the researcher randomly scrolls and stops on Instagram. The data were assessed by two coders using a checklist to ensure objectivity. The checklist contains three indicators, in this case, the AIA (Attention, Interest, Action) indicator, and the other indicators were obtained from the Regulation of the Minister of Health of the Republic of Indonesia (PERMENKES) number 1787 of 2010
Results: The highest score of the AIA (Attention, Interest, Action) indicator is 12, and there are a total of 34 advertisements (coder 1), and 84 advertisements (coder 2) violate The Regulation of the Minister of Health (PERMENKES) No.1787/2010
Conclusion: This study finds that effective advertising is almost certain to violate the regulation. An educational health information advertisement that introduces the services provided is a good way to promote healthcare providers while remaining ethical.
Keywords: advertising, AISAS, ethics, health, social media</dc:description>
	<dc:publisher xml:lang="en-US">Universitas Airlangga</dc:publisher>
	<dc:date>2024-06-27</dc:date>
	<dc:type>info:eu-repo/semantics/article</dc:type>
	<dc:type>info:eu-repo/semantics/publishedVersion</dc:type>
	<dc:type xml:lang="en-US">Peer-Reviewed Article</dc:type>
	<dc:format>application/pdf</dc:format>
	<dc:format>text/xml</dc:format>
	<dc:identifier>https://e-journal.unair.ac.id/JAKI/article/view/46668</dc:identifier>
	<dc:identifier>10.20473/jaki.v12i1.2024.150-161</dc:identifier>
	<dc:source xml:lang="en-US">Indonesian Journal of Health Administration (Jurnal Administrasi Kesehatan Indonesia); Vol. 12 No. 1 (2024): June; 150-161</dc:source>
	<dc:source>2540-9301</dc:source>
	<dc:source>2303-3592</dc:source>
	<dc:language>eng</dc:language>
	<dc:relation>https://e-journal.unair.ac.id/JAKI/article/view/46668/29061</dc:relation>
	<dc:relation>https://e-journal.unair.ac.id/JAKI/article/view/46668/31126</dc:relation>
	<dc:coverage xml:lang="en-US">Indonesia</dc:coverage>
	<dc:rights xml:lang="en-US">Copyright (c) 2024 Anky Angga Alhudha, Winny Setyonugroho, Firman Pribadi</dc:rights>
	<dc:rights xml:lang="en-US">https://creativecommons.org/licenses/by-sa/4.0</dc:rights>
</oai_dc:dc>