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Exploring perceptions of maternity services for pregnant adolescents in Indonesia: a qualitative study

Background/Aims Adolescent pregnancies are prevalent in Indonesia. This study aimed to explore perceptions from healthcare workers and pregnant adolescents of maternity services for pregnant adolescents. Methods This qualitative exploratory study involved two policymakers, 10 midwives, five doctors, and 10 pregnant adolescents. Data were collected through structured interviews in public health centre consultation rooms. The data were analysed thematically to explore factors that promoted or hindered use of maternity services for pregnant adolescents. Results The identified barriers included a lack of tailored directives, challenges in engaging adolescents, insufficient numbers of skilled healthcare professionals, adolescents' fears and compromised confidentiality. Opportunities for improvement included enhancing service quality through strategic planning and specialised training for midwives and psychologists. Conclusions The study underscores the need to improve maternity services offered for pregnant adolescents by creating a conducive working environment and sensitising healthcare workers and the community to adolescent mothers' needs. Implications for practice There is a need for guidelines in Indonesia specifically on providing care for pregnant adolescents. Healthcare professionals require specialised training and facilities should be made adolescent friendly.

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THE INFLUENCE OF SOCIAL MEDIA MARKETING ON INTENTION TO ENROLL MEDIATED BY CONSUMER BRAND ENGAGEMENT, BRAND AWARENESS, AND BRAND IMAGE IN PRIVATE UNIVERSITIES IN JAKARTA AND TANGERANG

This study explores the influence of Social Media Marketing on Intention to Enroll, mediated by Consumer Brand Engagement, Brand Awareness, and Brand Image at private universities in Jakarta and Tangerang. Data were collected from 175 respondents through a questionnaire and analyzed using the SEM PLS method. The results showed that Social Media Marketing has a significant positive influence on Consumer Brand Engagement, Brand Awareness, Brand Image, and Intention to Apply. Effective social media marketing is able to increase consumer engagement with the university brand, which is reflected in increased interaction, loyalty, and support for the brand. In addition, active social media marketing activities and relevant content were shown to increase prospective students' intention to enroll in private universities, making it an effective tool in influencing prospective students' decisions. The study also found that social media marketing increases brand awareness, allowing universities to reach more prospective students and establish more effective communication. Effective use of social media can strengthen brand image and build closer relationships with consumers. High consumer engagement with the brand increases brand awareness and a positive brand image, which contributes to an increased desire to enroll. Overall, this study emphasizes the importance of social media marketing strategies in increasing consumer engagement, brand awareness, brand image, and intention to enroll in private universities, especially in the post-pandemic context.

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