Strategi Marketing Sosial dalam Membentuk Kesadaran Mahasiswa Membuang Sampah pada Tempatnya

Gita Aprinta E. B., Sri Syamsiah, Hernofika L.

Abstract


Social Marketing Strategy toward Brand Awareness of Students Habit of FTIK Students, Universitas Semarang. There is a problem regarding student’s habits of recycle habit in the campus environment, that became worst and impact to campus environment. This research tries to solve the problem by using social marketing strategy methods. Social marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviors. Social marketing can be used as a problem solving by integrated communication principle and marketing techniques. This research tries to use social marketing in formulating some strategies to solve those habits problem by developing students’s social awareness in order to change their bad habit in garbage throwing. The results shows that social marketing strategy start from 4P components to fulfill awareness pyramid in brand recognition level. It means that students will act if there is a reminders from their peers group.


Keywords


Social Marketing; Student; Awareness

Full Text:

PDF

References


Aaaker, D. A. (2009). Managing Brand Equity. New York: Simon and Schuster Inc.

Giddens, A. (2011). The Constitution of Society, Teori Strukturasi untuk Analisis Sosial (Versi Terjemahan). Yogyakarta: Penerbit Pedati.

McMillan, J. H. & Schumacher, S. (2003). Research in Education: An Conceptual Introduction (5th ed). New York: Longman.

Pudjiastuti, W. (2016). Social Marketing: Strategi Jitu Mengatasi Masalah Sosial di Indonesia. Jakarta: Yayasan Pustaka Obor Indonesia.

http://dinaskebersihanjakarta.com/perda-kebersihan/, diakses tanggal 14 Juli 2015, jam 09.20 WIB.




DOI: http://dx.doi.org/10.26623/themessenger.v9i2.516

Refbacks

  • There are currently no refbacks.


Copyright (c) 2017 Jurnal The Messenger

View My Stats

This work is licensed under a Creative Commons Attribution 4.0 International License.