EVALUASI PESAN KAMPANYE GEMPUR ROKOK ILEGAL (STUDI KASUS PADA KABUPATEN DEMAK).

Besides serving as a source of state revenue, excise is applied to reduce cigarette consumption and minimize the negative impacts it causes. The illegal cigarettes poses a serious threat to the effectiveness of excise functions. DJBC collaborates with local governments throughout the Republic of Indonesia to vigorously enforce actions against illegal cigarettes and to conduct public awareness through Gempur Rokok Ilegal campaigns program. However, the circulation of illegal cigarettes remains quite high. This has prompted researchers to evaluate the campaign messages. This study aims to evaluate the messages of the campaign to provide input for the formulation of future campaign messages. This research uses a qualitative descriptive method. Data collection is conducted through observations, interviews, and literature studies. The data obtained are then analyzed using the Elaboration Likelihood Model. The results indicate significant differences between campaign messages conveyed through face-to-face socialization activities and those conveyed through printed media. The messages content in printed media only provides informative messages without containing persuasive content. The public is provided with information about the characteristics of illegal cigarettes and how to report them, but they are not given adequate information and rational reasons that lead to attitude and behavior changes. [ABSTRACT FROM AUTHOR]