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Tingginya perilaku swamedikasi antibiotik dapat meningkatkan peluang penggunaan antibiotik yang tidak rasional sehingga berdampak pada peningkatan resistensi antibiotik. Perubahan perilaku swamedikasi antibiotik diperlukan untuk menurunkan penggunaan antibiotik yang irasional. Penelitian ini bertujuan untuk mengetahui hubungan persepsi masyarakat terhadap praktik swamedikasi antibiotik yang bermanfaat untuk mengembangkan model intervensi dalam rangka menurunkan praktik swamedikasi antibiotik (SMA). Studi observasional analitik dilakukan pada bulan November–Desember 2014 kepada masyarakat yang berkunjung ke fasilitas kesehatan primer di Kota Bandung. Wawancara terstruktur dengan menggunakan kuesioner tervalidasi dilakukan untuk melihat variabel perilaku swamedikasi serta variabel persepsi ancaman, keuntungan, hambatan, dan kemamampuan bertindak berdasarkan teori perubahan perilaku health belief model (HBM). Wawancara dilakukan terhadap 506 responden dewasa yang diambil secara acak di 43 puskesmas dan 8 apotek. Data yang diperoleh dianalisis dengan menggunakan statistik deskriptif dan regresi logistik (CI 95%, α=5%).Validitas kuesioner dinyatakan dengan koefisien korelasi >0,3 dan nilai reabilitas alpha-cronbach sebesar 0,719. Terdapat 29,45% responden yang melakukan swamedikasi antibiotik selama 6 bulan terakhir. Tidak terdapat hubungan signifikan antara variabel HBM (persepsi ancaman, keuntungan, hambatan, dan kemampuan bertindak) dengan perilaku swamedikasi antibiotik (p>0,05). Persepsi ancaman, keuntungan, hambatan, dan kemauan bertindak berdasarkan teori HBM menunjukkan hubungan yang lemah terhadap perilaku swamedikasi antibiotik. Mudahnya akses dalam membeli antibiotik secara bebas diduga menjadi faktor dalam perilaku SMA sehingga regulasi yang ketat diperlukan sebagai dasar intervensi dalam menurunkan perilaku SMA. Kata kunci: Antibiotik, health belief model, swamedikasi Association between Perceived Value and Self-Medication with Antibiotics: An Observational Study Based on Health Belief Model Theory High prevalence of self medication with antibiotics can increase the probability of irrational use of antibiotics which may lead antibiotics resistance. Thus, shifting of behavior is required to minimize the irrational use of antibiotics. This study was aimed to determine the association between public perceived value and self-medication with antibiotics which can be used to develop an intervention model in order to reduce the practice of self-medication with antibiotics. An observational study was conducted during the period of November–December 2014.The subjects were patients who visit primary health care facilities in Bandung. A structured-interview that has been validated was used to investigate the association between perceived value and self-medication behavior based on the Health Belief Model theory (perceived susceptibility, benefits, barrier, and cues to action). Approximately 506 respondents were drawn randomly from 43 community healthcare centers and 8 pharmacies. Data was analyzed by using descriptive statistics and logistic regression (CI 95%, α = 5%). Validity and reliability of the questionnaire were shown with a correlation coefficient of >0.3 and a cronbach-alpha value of 0.719, respectively. We found that 29.45% of respondents practiced self-medication with antibiotics over the last six months. Additionally, there was no significant association between the perceived susceptibility, benefits, barrier, and cues to action with self-medication behavior (p>0.05). Easiness to access antibiotics without prescription was presumed as a factor that contribute to self-medication with antibiotics, therefore strict regulation in antibiotics use is very needed as a basic intervention to decrease self-medication with antibiotic. Key words: Antibiotics, health belief model, self-medication