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All Journal Proceeding Mulawarman International Conference on Tropical Public Health
Eka Putri Rahayu
Mulawarman University
Public Health

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TikTok Content Analysis for Strengthening Stunting PreventionEducation Systems Agustin Putri Rahayu; Rea Ariyanti; Eka Putri Rahayu; Muhamad Zakki Saefurrohim
Mulawarman International Conference on Tropical Public Health Vol. 2 No. 2 (2025): The 4th MICTOPH
Publisher : Faculty of Public Health Mulawarman University, Indonesia

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Background : Stunting presents significant public health challenges requiring comprehensive prevention strategies. Digital health education has emerged as an effective approach to strengthen health systems and community engagement. TikTok, as a widely accessible social media platform, offers potential for delivering evidence-based stunting prevention education. Objective : This study analyzes stunting education content on TikTok to provide recommendations for optimizing digital health communication strategies in achieving SDGs. Research Methods/ Implementation Methods : Content analysis was conducted on TikTok videos with #preventstunting hashtag posted within six months. The analysis examined 50 highest- engagement videos (final dataset) and identified top 10 most popular videos. Systematic coding analyzed video attributes (duration, music, text display, posting age), audience responses, target demographics, creator backgrounds, and content characteristics (message types, information density, sentiment). Results : Final dataset characteristics revealed optimal attributes: 16-60 second duration, TikTok music integration, explanatory text overlays, 31-90 days posting history, general public targeting, and diverse creator backgrounds. Top 10 popular videos showed similar patterns with extended posting duration (90-180 days), healthcare professional involvement, and multi-sentiment approaches (empathy, humor, fear). Prevention-focused messages with 1-2 key information points generated highest engagement. Recommended video framework includes 60-second duration, music and subtitle integration, active audience interaction, multi-sectoral creators, prevention messaging with 1- 2 focal points, and strategic sentiment use. Creativity, quality, and simplicity emerged as critical engagement factors. Conclusion/Lesson Learned : TikTok demonstrates significant potential for strengthening health system communication strategies in stunting prevention education. Video characteristics substantially influence audience engagement, with simple, informative, and creative content generating optimal responses. This digital platform can enhance health promotion accessibility and reach, contributing to SDG achievement through innovative community-level interventions.
Influence of Customer Relationship Management on RelationshipQuality at Abdul Wahab Sjahranie Hospital Sumarni Sumarni; Ratno Adrianto; Chaerunnisa Chaerunnisa; Eka Putri Rahayu
Mulawarman International Conference on Tropical Public Health Vol. 2 No. 2 (2025): The 4th MICTOPH
Publisher : Faculty of Public Health Mulawarman University, Indonesia

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As hospital competition and service demands rise, patient loyalty becomes a critical asset. Therefore, understanding how Customer Relationship Management (CRM) influences Relationship Quality (RQ) is essential. CRM is no longer just an administrative tool; it is a core strategy to strengthen RQ. By improving understanding, interaction, and personalization, CRM directly builds the trust, satisfaction, and commitment that form a strong RQ, which is the foundation for patient loyalty. This study analyzes the influence of Customer Relationship Management on Relationship Quality in inpatient services at Abdul Wahab Sjahranie Hospital. Method Using a quantitative analytical survey design, data were collected from 390 purposively selected inpatients who had visited the hospital at least twice in the past six months. A closed-ended Likert scale questionnaire was used, and data were analyzed with the Chi-Square tests and Logistic Regression were included. The results show that Customer Knowledge, Customer Knowledge Management Capability, and Customization have a significant effect on RQ, while Customer Interaction has no significant effect. Overall, RQ plays a central role as a mediator, where the application of the Customer Relationship Management strategy is significantly able to strengthen the loyalty of inpatients at Abdul Wahab Sjahranie Samarinda Hospital through the formation of quality relationships. These findings highlight that understanding patients comprehensively, effectively managing patient knowledge, and tailoring services to patient needs are strategic in strengthening hospital–patient relationships. Practical implications suggest prioritizing CRM strategies focused on patient needs and experiences to foster long-term, mutually beneficial relationships.
Co-Authors Adrianto, Ratno Agustin Putri Rahayu Chaerunnisa Chaerunnisa Muhamad Zakki Saefurrohim Rea Ariyanti Sumarni Sumarni