STRATEGI PEMASARAN SOSIAL PUSKESMAS SUSUKAN LEBAK PADA PROGRAM PENCEGAHAN STUNTING DI KECAMATAN SUSUKAN LEBAK KABUPATEN CIREBON TAHUN 2021

This research discusses the social marketing strategy of Puskesmas ( community health center) Susukan Lebak in the stunting prevention program and is aimed to describe ( ) the social marketing strategy of Puskesmas Susukan Lebak in the stunting prevention program. ( ) the participants’ responses of the social marketing strategy about the stunting prevention program. This research employed a descriptive method with a qualitative approach. The data techniques were carried out through observation, interviews, and documentation. For the data analysis, the Miles & Huberman method was used, while the data validity technique was carried out using a triangulation method. Puskesmas Susukan Lebak conducts several activities to disseminate messages and materials about stunting which include seminars, counseling, and classes for pregnant women/toddlers. The targets of this program are pregnant/breastfeeding mothers, mothers with stunting children, and adolescents (aged - years). The messages conveyed are about a.) fulfillment of nutritional intake, b.) exclusive breastfeeding, c.) maintaining sanitation, d.) improving parenting style, and e.) clean and healthy living behavior. The research findings show that the social marketing strategy of Puskesmas Susukan Lebak is done in social marketing stages which include ) conducting a SWOT analysis ) planning goals through behavior objectives and knowledge objectives ) planning evaluations with outcome measure categories. ) using canalizing and educative methods in the implementation ) selecting different communicators based on their competency standards ) selecting communication method using face to face method, ) and conducting an evaluation using assessment system.