The Application of Social Marketing to Change Smoking Behavior of Students in Traditional Islamic Boarding Schools in Aceh

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BACKGROUND: Smokers among students have increased from year to year. Various attempts have been made, one of which is by implementing social marketing to change the smoking behavior of students in Islamic boarding schools in Aceh. The lack of knowledge about health and the dangers of smoking is thought to shape smoking behavior among Islamic boarding school students in Aceh.
 AIM: To find out the perceptions of the pesantren on the use of the application of social marketing to change smoking behavior of students in traditional islamic boarding schools in Aceh.
 METHODS: This study uses a qualitative descriptive phenomenological method. Phenomenology studies in this research attempt to describe the relationship between the application of social marketing, social meaning, and smoking behavior among students. Data collection is done by observation, document analysis, and deep interviews. In-depth interviews were conducted on 25 informants who were selected by purposive sampling. Data analysis was performed using thematic content analysis techniques, a method to explain the content of findings in accordance with a predetermined theme.
 RESULTS: The results of the study show that smoking behavior among students has been carried out early on, especially in stressful conditions and having problems. The application of social marketing has not been effective because, in several Boarding Schools in Aceh, there has not been a sign of a smoking ban in Islamic Boarding Schools. Most of the students in the Islamic boarding school were not aware of the Indonesian Ulema Council fatwa and the customary rules regarding smoking bans. The Traditional Islamic Boarding Schools stated that there is no sign of a smoking ban in the Traditional Islamic Boarding Schools environment. The understanding of the MUI fatwa and qanuns regarding smoking prohibition is also lacking, and the students also do not study the Al-Qur’an and Hadith about smoking prohibition. The results of the interview also stated that the Traditional Islamic Boarding Schools agreed to intervene with the use of social marketing to Change Smoking Behaviors of Students in Traditional Islamic Boarding Schools in Aceh.
 CONCLUSION: The application of social marketing has not been effective in changing the smoking behavior of students in Aceh. The application of social marketing needs to be supported by internal and external Islamic Boarding Schools.