Vol. 1 (2026): SOCIAL MEDIA UTILIZATION FOR HEALTH SERVICE AWARENESS AT PUNTI KAYU PRIMARY HEALTH CARE

Social media usage is growing rapidly, making it easier for people to communicate and share content. Platforms such as Instagram, TikTok, and WhatsApp are increasingly being used, including for marketing activities. In July 2024, the number of global social media users reached 5.17 billion, or 63.7% of the global population. In Indonesia, internet users reached 185.3 million in January 2024, an increase of 1.5 million social media users compared to the previous year. The average Indonesian uses social media for 3 hours and 14 minutes per day, and 81% access it daily. In South Sumatra, social media users reached 70.54% of the total population in 2024, while in Palembang the figure was higher at 83.73%. To determine the relationship between age, gender, education, knowledge, and attitudes with the use of social media in increasing public awareness of health services. The study used a quantitative design with an 
analytical survey method and a cross-sectional approach. A total of 98 respondents were 
selected as a sample, with data collected through observation, interviews, and secondary data 
from community health center documents. Data were analyzed using a bivariate test with an 
Odds Ratio (OR) calculation. The results showed a significant relationship between age 
(p=0.000; OR=47.308), gender (p=0.037; OR=0.366), knowledge (p=0.000; OR=6.364), and 
attitude (p=0.000; OR=33.065) with social media use. Respondents who were young, female, 
well-informed, and had a positive attitude were more likely to use social media to access health 
information. Meanwhile, education did not have a significant relationship with social media use 
(p=0.728). The use of social media has been shown to be closely related to individual 
characteristics, especially age, knowledge, and attitudes.

Published: 2026-02-02