Models of Digital Marketing and Consumers Behavior in Selecting COVID-19 Vaccines if Even in Indonesia

Abstract

Now COVID-19 vaccine has tried out in the countries when the vaccine is already commercialized, how are the Indonesian community behaviors in receiving the vaccine is that is communicated through social media, this is what is the goal in this research. Public service advertisements about COVID-19 vaccines are available on various social media, one of which is on YouTube, with many versions. In this study took public service advertisements about the long version of the COVID-19 vaccine. It is expected that public service advertisements can provide knowledge for users to know that COVID-19 vaccines are important for children's immunity, and not contrary to any religion. This research uses the theory of Computer-Mediated Communication. The paradigm is used positivism with quantitative approaches, the nature of explanatory research, and survey research methods. The population is to subscribe to 2146 public service advertisements as of March 2019 with a sample of 96 respondents taken using purposive sampling. The research finding is the attractiveness perception of public service announcements has a positive and moderate relationship with the intention to use the COVID-19 vaccine. The level of knowledge has a positive and moderate relationship with the intention to use the COVID-19 vaccine. The perception of the attractiveness of public service Ads and the level of knowledge has a positive and moderate relationship with the intention to use the COVID-19 vaccine.