ABSTRAK
Tingkat keamanan Pangan Jajanan Anak Sekolah (PJAS) yang masihrendah dan tingginya persentase Kejadian Luar Biasa (KLB) keracunan akibatPJAS di lingkungan SD, merupakan masalah serius karena terkait denganpembangunan sumber daya manusia Indonesia. Social Change Campaign?Gerakan Aksi Nasional dengan taktik promosi keamanan PJAS menggunakanmodel proses komunikasiS-M-C-R-E. Penelitian ini bertujuan untukmengetahui apakah taktik promosi keamanan pangan yang dilakukan pada siswa SD(R) mempunyai hubungan terhadap sikap memilih PJAS yang aman (E) yangterkait dengan variable kompetensi Penyuluh (S), pesan yang bersifat attention,comprehension, acceptance (M) dan kesadaran memilih PJAS yangaman setelah mendapat diseminasi pesan melalui beragam saluran komunikasi (C).Atas dasar ini diajukan model teoritis yaitu communication competency theory,reinforcement theory dan teori umum bagi Social Change Campaign dan 3 hipotesisuntuk diuji dengan metode analisis multivariate.Hasil penelitian menunjukkan bahwa taktik promosi keamanan pangan mempengaruhi sikap memilih PJAS yang aman dan ketiga variable tersebut dapat menjadi tolak ukur dalam mengevaluasi outcomes sikap dari suatu Social Change Campaign karena ketiga variabel tersebut berpengaruh signifikan terhadap sikap.

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ABSTRACT
Low safety level of food consumed by school children and highpercentage of food poisoning outbreak among elementary school children areserious problems since they are related to the human resources development inIndonesia. Social Change Campaign ? National Act Movement through promotionstrategy of the food consumed by school children was conducted by using S-M-CR-E as communication process model. This study was aimed to analyze whetherthe promotion strategy for the food safety, which was addressed to the elementaryschoolchildren (R), had association with attitude to choose safe food consumed byschool children (E) which was related to educator competence variable (S), tomessage with such characteristic as attention, comprehension, acceptance (M),and to awareness in choosing safe food consumed by school children afterreceiving message which has been disseminated via various communicationchannels (E). Based on these problems, it was proposed a theoretical model, i.e.communication competency theory, reinforcement theory, and general theory forSocial Change Campaign; and also three hypotheses to be tested by usingmultivariate analysis method.The study results showed that food safety promotion strategy influencedthe attitude to choose safe food consumed by school children and those threevariables could be used as criteria or standard in evaluating outcomes from aSocial Change Campaign since those three variables have significant impact toattitude changes