Transformasi Tubuh Terinspirasi dari Sosial Media: Gambaran Likers Akun @Coach_fully

Amanda Nasywaa Putri Akhyani (Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia)
Tri Nur Aini Noviar (Prodi Ilmu Komunikasi, Fakultas Ilmu Komunikasi, Universitas Islam Bandung, Indonesia)

Bandung Conference Series: Public Relations
589-598

Abstract. The increasing prevalence of overweight and obesity underscores the need for credible and accessible health communication. Instagram is widely used to distribute diet information through visual and interactive content. This study describes the attitudes of users who liked diet-related posts on the Instagram account @coach_fully based on cognitive, affective, and conative components. A positivist, quantitative-descriptive design was applied. The sampling frame comprised 3,298 accounts listed as likers across 21 diet campaign posts published from 23 November to 23 December 2025. Ninety-seven respondents were selected through simple random sampling using the Slovin formula with a 10% margin of error. Data were collected using a 35-item online Likert questionnaire and supplementary interviews with nine respondents, then analyzed using descriptive statistics in SPSS. All questionnaire items were valid, while Cronbach's alpha values were 0.906 for cognition, 0.923 for affect, and 0.795 for conation. The results indicate positive attitudes: the cognitive component obtained a mean of 4.08 (81.64%), the affective component 4.09 (81.75%), and the conative component 4.11 (82.14%). The findings show that the content was perceived as informative, appealing, useful, and capable of encouraging intentions to adopt healthier eating practices and interact with the content.   Abstrak. Meningkatnya prevalensi kelebihan berat badan dan obesitas menegaskan pentingnya komunikasi kesehatan yang kredibel dan mudah diakses. Instagram banyak dimanfaatkan untuk menyebarkan informasi diet melalui konten visual dan interaktif. Penelitian ini bertujuan menggambarkan sikap pengguna yang memberikan tanda suka pada konten diet akun Instagram @coach_fully berdasarkan komponen kognitif, afektif, dan konatif. Penelitian menggunakan paradigma positivistik, metode kuantitatif, dan pendekatan deskriptif. Kerangka populasi terdiri atas 3.298 akun yang tercatat memberikan tanda suka pada 21 unggahan kampanye diet periode 23 November–23 Desember 2025. Sebanyak 97 responden dipilih melalui pengambilan sampel acak sederhana dengan rumus Slovin dan tingkat kesalahan 10%. Data dikumpulkan menggunakan kuesioner daring 35 item berskala Likert serta wawancara pendukung terhadap sembilan responden, kemudian dianalisis secara deskriptif menggunakan SPSS. Seluruh item dinyatakan valid, sedangkan nilai alfa Cronbach masing-masing dimensi adalah 0,906; 0,923; dan 0,795. Hasil menunjukkan sikap positif: dimensi kognitif memperoleh rata-rata 4,08 (81,64%), afektif 4,09 (81,75%), dan konatif 4,11 (82,14%). Konten dipersepsikan informatif, menarik, bermanfaat, serta mendorong niat menerapkan pola makan sehat dan berinteraksi dengan konten.