Abstract:
Purpose: The purpose of this article is to explain and analyze the direct influence of plants, namely betel leaf and areca nut, education level and environmental factors on the appeal of cigarettes.
Theoretical framework: The research is based mainly on the cultural sociology of the ritual of cigarettes juxtaposed with betel nut and areca nut in every event, a sacred ritual feast for "Uwatta". If the offerings are even in number, then it is a sign of joy and if they are odd in number it is a sign of sadness.
Methods/design/approach: This study is a combination of quantitative and qualitative approaches used sequentially in this study. Data were obtained through observation, interviews, questionnaires, and documentation.
The population in this study is the Tolotang Benteng Community in South Sulawesi Province which is spread across 4 (four) districts / cities namely Sidrap, Pinrang, Pare-Pare, and Makassar which is estimated at ± 11,000 people. The sample used in this study was 250 respondents using probability sampling technique or cluster sampling determination based on the division of an area / region in stages. The analytical technique used for hypothesis testing is Structure Equation Modeling (SEM) Amos Ver, -2022.
Results and conclusions: The results showed that betel leaf and areca nut plants have a direct effect on the attractiveness of cigarettes in the Tolotang Benteng Community. Then the low level of education has a direct effect on the attractiveness of cigarettes in the Tolotang Benteng Community, and environmental factors have a direct effect on the attractiveness of cigarettes in the Tolotang Benteng Community with a coefficient of determination of 85.8%.
Research implications: Based on a critical analysis of the attractiveness of cigarettes in the activities of the Tolotang Benteng community at the sacred ritual party for "Uwatta" this study recommends the need for socialization about the dangers of smoking and motivation about the importance of education from the government or Non-Governmental Organizations (NGOs) to the Tolotang Benteng community.
