Abstract
Social marketing is becoming an urgent issue during pandemic era to control covid 19 virus. The research aim is to clarify factors affecting precventive actions of covid-19 among society from perspective of fear appeal. The research is a quantitative research with associative and causal hypotheses. Proportionate stratified random sampling was applied and distributed into 6 main island with 100 sample of respondent all over Indonesia. They are Java, Sumatra, Sulawesi, Kalimantan, Bali-Nusa tenggara, and Maluku-Papua. Online survey using google form was applied on data collection. Data was analyzed by SEM-PLS with Smart PLS software. Based on the research finding, we found perceived threat and perceived efficacy have positive and significant impact on the intention to comply for the covid-19 preventive behaviour.