Perbandingan Efektivitas Strategi Komunikasi Kesehatan di Sosial Media dalam Meningkatkan Partisipasi Program Keluarga Berencana di Kota Medan

Active participation in the Family Planning (KB) Program in Medan City remains belowthe national target, while conventional counseling strategies are considered less able toreach a public that now consumes information mainly through social media. This study aims to compare the effectiveness of health communication strategies through Twitter/X, Instagram, and TikTok in increasing public participation in the KB program. This study used a quantitative, descriptive-analytical approach with a cross-sectional design. The research was conducted at Puskesmas Mulyorejo, Deli Serdang Regency, involving 30 respondents selected through simple random sampling. Data were analyzed usingmultiple linear regression. The results showed that health communication strategiesthrough Twitter/X, Instagram, and TikTok each had a positive and significant effect onpublic participation in the KB program. Twitter/X showed the highest influencecoefficient, but given its small number of followers, Instagram and TikTok remainrecommended as the primary KB communication channels due to their advantage in userreach.