THE INFLUENCE OF FORMULA MILK ADVERTISING, HUSBAND'S KNOWLEDGE, AND HUSBAND'S ATTITUDE ON EXCLUSIVE BREASTFEEDING AMONG WORKING MOTHERS IN LAMPUNG PROVINCE

Abstract

Exclusive breastfeeding (EBF) is crucial for the optimal growth and development of infants, yet its prevalence remains suboptimal among working mothers in Lampung Province, Indonesia. This study investigates the influence of formula milk advertising, husband's knowledge, and husband's attitude on EBF practices among these mothers. Utilizing a cross-sectional design, data were collected from 42 working mothers employed at the Health Office of Lampung Province through a structured questionnaire. Multiple linear regression analysis revealed that formula milk advertising negatively impacts EBF, while husband's knowledge and attitude positively influence EBF practices. The findings underscore the importance of paternal support and the need for regulatory measures to control formula milk advertising. Interventions to promote EBF should target both parents and address the pervasive influence of formula milk marketing.