Pengaruh Perceived Threat dan Perceived Efficacy terhadap Intention to Comply Preventive Behavior dalam Pemasaran Sosial Covid-19

Social marketing is becoming an urgent issue during pandemic era to control covid 19 virus. The research aim clarify factors affecting precventive actions of covid-19 among society from perspective fear appeal. a quantitative with associative and causal hypotheses. Proportionate stratified random sampling was applied distributed into 6 main island 100 sample respondent all over Indonesia. They are Java, Sumatra, Sulawesi, Kalimantan, Bali-Nusa tenggara, Maluku-Papua. Online survey using google form on data collection. Data analyzed by SEM-PLS Smart PLS software. Based the finding, we found perceived threat efficacy have positive significant impact intention comply for preventive behaviour.