<![CDATA[Latar Belakang: Televisi adalah salah satu media yang digunakan sebagai alat komunikasi. Iklan dapat mempengaruhi pola pilihan kebutuhan masyarakat dan pilihan obat yang digunakan untuk meningkatkan, merawat atau menjaga kesehatan. Menurut hasil penelitian Untari dkk (2023) tentang paparan media informasi dengan perilaku swamedikasi pada masyarakat di kota Yogyakarta menyatakan bahwa terdapat hubungan antara paparan media informasi dengan perilaku swamedikasi di masyarakat. Tujuan Penelitian: Untuk mengetahui pengaruh iklan obat flu di televisi terhadap pemilihan obat secara swamedikasi di apotek Medical Farma Kecamatan Mesjid Raya. Metode Penelitian: Penelitian ini bersifat deskriptif analitik, total sampel dalam penelitian ini berjumlah 86 responden. Tehnik pengambilan sampel adalah purposive Sampling. Penelitian dilakukan pada bulan Juli 2023. Cara pengumpulan data dengan cara membagikan kuisioner. Analisis data menggunakan korelasi, regresi sederhana dan uji T (parsial). Hasil Penelitian: Analisis regresi sederhana nilai Sig. 0,001< 0,05 yang artinya terdapat pengaruh iklan obat flu di televisi terhadap pemilihan obat secara swamedikasi. Hasil uji korelasi nilai signifikansi 0,001< 0,05 artinya bahwa ada hubungan yang signifikan (berarti) antara variabel iklan obat flu di televisi dengan tindakan swamedikasi masyarakat. Hasil uji T (parsial) Sig. 0,001 < 0,05 pada kategori “tidak menyesatkan” berpengaruh terhadap pengetahuan masyarakat dalam melakukan tindakan swamedikasi. Kesimpulan: Dapat disimpulkan bahwa terdapat pengaruh iklan obat flu di televisi terhadap pemilihan obat secara swamedikasi di apotek Medical Farma Kecamatan Mesjid Raya secara signifikan.Kata kunci: Iklan obat flu, swamedikasi, televisiBackground: Television is one of the media used as a means of communication. Advertising can influence the pattern of people's needs and the choice of drugs used to improve, treat, or maintain health. According to the results of research by Untari et al. (2023) concerning exposure to information media and self-medication behavior in the community in the city of Yogyakarta, there is a relationship between exposure to information media and self-medication behavior in society. Research Objectives: To determine the effect of cold medicine advertisements on television on self-medication drug selection at the Medical Farma pharmacy, Mesjid Raya District. Research Methods: This research is descriptive and analytical in nature; the total sample in this study amounted to 86 respondents. The sampling technique is purposive sampling. The research was conducted in July 2023. The data collection method was by distributing questionnaires. Data analysis using correlation, simple regression, and the partial T test. Research Results: A Simple regression analysis of Sig. 0.001 < 0.05 indicates that there is an influence of cold medicine advertisements on television on self-medication drug selection. The results of the correlation test with a significance value of 0.001 < 0.05 mean that there is a significant relationship between the variables of cold medicine advertisements on television and community self-medication. T test results (partial) Sig. 0.001 < 0.05 in the "not misleading" category have an effect on people's knowledge of self-medication. Conclusions: It can be concluded that there is a significant influence of cold medicine advertisements on television on self-medication drug selection at the Medical Farma pharmacy, Mesjid Raya District.Keywords : Cold medicine advertisement, self-medication, television]]>
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