Search for collections on Perbanas Institutional Repository

SOCIAL MARKETING : A PROPOSED FRAMEWORK TO REDUCE POVERTY IN INDONESIA

HIQMAH, FAIZATUL (2017) SOCIAL MARKETING : A PROPOSED FRAMEWORK TO REDUCE POVERTY IN INDONESIA. PROCEEDING OF THE SIXTH ANNUAL SOUTH EAST ASIAN INTERNATIONAL SEMINAR (ASAIS) 2017. pp. 1-150. ISSN 2302-786X

[img]
Preview
Text (Social Marketing, proceeding of ASAIS 2017)
SOCIAL MARKETING - A PROPOSED FRAMEWORK TO REDUCE POVERTY IN INDONESIA - ASAIS (1) (1).pdf - Published Version

Download (396kB) | Preview

Abstract

Social marketing first introduced by Philip Kotler and Gerald Zaltman in 1971, and aimed to answer whether marketing can be used for social good besides just to enhance products or services offered by a company. Social marketing then developed by aiming to bring desire change in society through behavior. Behavioral change can be acquired through the effect of fear, threat and shame that are shown by effective communication. Practically, social marketing has evolved differently between countries. In Indonesia, the practice of social marketing has proven succeed when promoted the family planning (Keluarga Berencana). This paper itself attempt to propose the framework that allows practitioners in Indonesia use it for social act, especially for Program Keluarga Harapan (PKH). Program Keluarga Harapan, is one of program implementation of Sustainable Development Goals to reduce poverty in Indonesia. The programme itself is executed by giving conditional cash transfer to the chosen poor household with certain categories, through Social Ministry. This programme has long term goal, which is to change the behavior of the poor, so that they could have better living and no longer categorized as poor family.

Item Type: Article
Uncontrolled Keywords: social marketing, marketing, communication, program keluarga harapan
Subjects: 600 - TECHNOLOGY > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING
Divisions: Lecturer
Depositing User: FAIZATUL HIQMAH
Date Deposited: 29 Aug 2018 04:12
Last Modified: 13 Dec 2018 05:48
URI: http://eprints.perbanas.ac.id/id/eprint/3427

Actions (login required)

View Item View Item