EFEKTIVITAS VIDEO EDUKASI TENTANG PEMBERIAN ASI EKSKLUSIF TERHADAP PENGETAHUAN PRIMI GRAVIDA DI DESA TRIDADIKABUPATEN OKU TIMUR

Low lactation knowledge during pregnancy is the primary trigger for the failure of Exclusive Breastfeeding programs, particularly among first-time pregnant women (primigravida). Audiovisual-based health promotion innovations through educational videos have the potential to optimize clinical understanding in rural areas. This study aimed to determine the effectiveness of educational videos on exclusive breastfeeding toward the knowledge of primigravida in Tridadi Village, OKU Timur Regency. This quantitative study employed a One Group Pretest-Posttest design involving 25 primigravida respondents selected based on inclusion criteria. The majority of respondents were aged 20–35 years (100%), had a secondary education background/SMP-SMA (64.0%), worked as housewives (56.0%), and relied on healthcare professionals as their information source (52.0%). A structured questionnaire was used for data collection. Data analysis was performed using the Wilcoxon Signed Rank Test and Chi-Square crosstabulation. The results showed that prior to the intervention (pretest), the majority of respondents' knowledge was in the Adequate category, with 14 individuals (56.0%) and a median score of 22. Following the video intervention (posttest), respondents' knowledge significantly upgraded to the Good category, totaling 22 individuals (88.0%) with the median score reaching 30. Bivariate Chi-Square analysis generated an Asymp. Sig. (2-sided) value of 0.001 (p < 0.05), supported by the Wilcoxon test p-value of 0.000 (p < 0.05) with 25 respondents falling into Positive Ranks. In conclusion, the educational video intervention is proven to be absolutely effective and exerts a significant impact on upgrading primigravida mothers' knowledge regarding exclusive breastfeeding. Village midwives are encouraged to integrate this video into digital platforms or pregnant mother class WhatsApp groups to expand lactation promotion reach.