Pengaruh Inovasi Edukasi Gizi Masyarakat Berbasis Social Media Marketing terhadap Pengetahuan, Sikap, dan Perilaku dalam Upaya Pencegahan Stunting

The Covid-19 pandemic has hampered stunting prevention and alleviation programs, so a medium must facilitate nutrition education during the pandemic. This study aimed to examine the innovation of public nutrition education based on social media marketing on Youtube, Facebook, Instagram, TikTok, and Twitter and to measure its effect on cognitive, affective, and behavioral changes. The research applied a quasi-experimental method with one group pre-test and post-test designs. The research was conducted from September to December 2021. There were 89 respondents spread across five social media. Data were analyzed using the paired t-test. Overall, for all social media, there was an increase in knowledge of 13,88 points, attitudes of 2,30 points, and behavior of 5,81 points. In general, for the three variables, by adding up the deltas of change, the social media with the highest increase was TikTok (36,75), followed by Instagram (22,29), Twitter (20,25), Youtube (16,66), and Facebook (12,61). The paired t-test showed significant differences in knowledge, attitudes, and behavior before and after the intervention. Social media with the biggest changes in knowledge was TikTok, while changes in attitudes and behavior were more effectively done through Instagram. This research implies that stakeholders may use these findings to develop the prevention and alleviation measures to address stunting problems more effectively and with a broad impact.