Impak media sosial dalam mempengaruhi penggunaan gula
List of Authors
  • Azrina Abdullah Al-Hadi , Muhammad Johan Syahid Jauhari

Keyword
  • Media sosial, gula, kesihatan, Model TAM, penggunaan

Abstract
  • Media sosial kini menjadi platform penting yang efektif dalam penyebaran pelbagai maklumat termasuklah informasi berkaitan kesihatan. Justeru, kajian ini bertujuan untuk mengenalpasti impak media sosial dalam mempengaruhi penggunaan gula di kalangan belia sekitar Lembah Klang. Menerusi aplikasi Model Penerimaan Teknologi (TAM) dan kaedah kualitatif (temubual mendalam) yang dianalisis dengan menggunakan NVIVO, empat dapatan diperolehi. Pertama, persepsi kebergunaan menunjukkan kebanyakan informan menggunakan media sosial untuk mencari informasi kesihatan mengenai pengambilan gula terutama yang boleh memberi pengetahuan kepada diri sendiri mengenai penjagaan kesihatan y ang berkait dengan gula. Kedua, menerusi persepsi kemudahan penggunaan, informan berpandangan bahawa media sosial merupakan medium perantaraan yang mudah untuk memperolehi sebarang maklumat terkini berkaitan kesihatan gula. Ketiga, di bawah perubahan tingkah laku, maklumat yang diperolehi dari media sosial mengenai kesihatan gula juga didapati telah mendorong kepada perubahan tingkah laku individu yang positif. Akhir sekali, perubahan tingkah laku tersebut turut mengubah niat pembelian dan penggunaan sebenar produk bergula. Implikasinya dari dapatan dari kajian ini telah membolehkan kepentingan media sosial dalam penyebaran maklumat berkaitan kesihatan terutama sekali penggunaan gula dapat diketahui dengan jelas.

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