PENGARUH SOSIAL MARKETING CAMPAIGN TERHADAP PROSES PENGAMBILAN KEPUTUSAN UNTUK MENJADI DONATUR GREENPEACE INDONESIA : Survei kepada Donatur Greenpeace Indonesia

Lestari, Canny (2014) PENGARUH SOSIAL MARKETING CAMPAIGN TERHADAP PROSES PENGAMBILAN KEPUTUSAN UNTUK MENJADI DONATUR GREENPEACE INDONESIA : Survei kepada Donatur Greenpeace Indonesia. Other thesis, Universitas Pendidikan Indonesia.

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Abstract

Perubahan sosial saat ini mendorong masyarakat Indonesia untuk berkumpul, menyatukan aspirasi, dan menyuarakan sebuah kampanye dengan membentuk Lembaga Swadaya Masyarakat (LSM) yang bersifat independen dan pendanaannya berasal dari donatur individual ataupun perusahaan. Social Marketing Campaign ditujukan untuk memenuhi kebutuhan organisasi non profit atau nirlaba memasarkan ide-idenya yang bertujuan merubah perilaku individu atau sekelompok orang. Social Marketing Campaign ini juga dimaksudkan untuk meningkatkan proses pengambilan keputusan calon donatur. Kampanye yang menerapkan konsep social marketing diharapkan proses pengambilan keputusan untuk menjadi donatur semakin meningkat. Dalam penelitian ini social marketing campaign diidentifikasi melalui dimensi create awareness and interest, change attitude and conditions, motivate people to want to change their behavior, dan empowering people to act. Social Marketing Campaign yang baik akan memenuhi seluruh kriteria tersebut. Penelitian ini juga dapat mengidentifikasi penerapan strategi Social Marketing pada sebuah kampanye akan mendapatkan kekuatan bersaing khususnya dalam pembangunan suasana penyampaian pesan kampanye. Tujuan penelitian ini adalah untuk mengetahui bagaimana gambaran penerapan social marketing campaign dan sejauh mana pengaruh social marketing campaign terhadap proses pengambilan keputusan donatur. Jenis penelitian yang digunakan adalah penelitian deskriptif dan verifikatif. Teknik pengambilan sampel yang digunakan adalah random sampling, populasi penelitian merupakan donatur Greenpeace Indonesia yang berjumlah 12.513, dan dengan menggunakan rumus Slovin, diperoleh jumlah sampel sebanyak 100 responden. Teknik analisis menggunakan koefisien korelasi pearson product moment, dan analisis regresi linier. Hasil pengolahan data kuesioner menunjukkan bahwa social marketing campaign berada pada kategori tinggi. Sedangkan tanggapan mengenai proses pengambilan keputusan, yang dinilai paling tinggi adalah pengambilan keputusan. Hasil penelitian menunjukkan bahwa social marketing campaign berpengaruh secara signifikan terhadap proses pengambilan keputusan. Dari koefisien korelasi sebesar 0,773 dengan taraf signifikansi 0<0,05 menunjukkan bahwa terdapat hubungan yang kuat antara social marketing campaign dengan proses pengambilan keputusan. Hasil perhitungan regresi sederhana didapat persamaan Ŷ = 8,683+ 1,261X dengan R-square sebesar 59,7% yang berarti bahwa besarnya pengaruh social marketing campaign terhadap proses pengambilan keputusan adalah sebesar 59,7% sedangkan sisanya 41,3% dipengaruhi oleh faktor lain yang tidak diteliti oleh peneliti. Dengan penelitian ini diharapkan Greenpeace Indonesia dapat mempertahankan dan meningkatkan penerapan social marketing campaign-nya. Kata Kunci: Social Marketing Campaign, Proses Pengambilan Keputusan Paradigm diversity and social changes currently motivate the people of Indonesia to assembled, united the aspirations , and voiced a campaign with forming a Non Governmental Organization (NGO) that is independent and its funding comes from individual or corporate donors. Social Marketing Campaign is intended to meet the needs of non-profit organization sells their ideas for changing the target audiences behavior. Social Marketing Campaign is also intended to improve the decision-making process of prospective donors. In this research were identified through a social marketing campaign dimensions, that are create awareness and interest, change attitude and conditions, motivate people to want to change their behavior, and empowering people to act. A good Social Marketing Campaign will either meet all these criteria. This research can also identify implementation strategies on a social marketing that is campaign will get the strength to compete, especially in environment build when delivering the campaign. The purpose of this research is to investigate the application describe of a social marketing campaign and the extent of social marketing campaign influence to the decision-making process of donors. This type of research is a descriptive and verification research. The sampling technique used is random sampling, the research population is Greenpeace Indonesia donors amounting to 12,513, and by using the Slovin’s formula, obtained a total sample of 100 respondents. The utilized data was ordinal data. Analysis technic implemented by correlation coefficient of Pearson Product moment and simple regression analysis. Questionnaire data processing results showed that social marketing campaigns at the high category. While the responses of the decision-making process, which has highest mark is decision-making. The results showed that social marketing campaign significantly influence the decision-making process. From correlation coefficient 0.773 with signification degree 0<0,05 indicates that there is a strong relation between social marketing campaign with the decision-making process. The result of simple regression analysis showed equation Y = 8.683 + 1.261 X with R - square of 59.7 % which means that the influence of the social marketing campaign to the decision-making process is by 59.7 % while the remaining 41.3 % is influenced by other factors. With this research Greenpeace Indonesia expected to maintain and increase their social marketing campaign implementation. Keywords: Social Marketing Campaign , Decision Making Process

Item Type: Thesis (Other)
Uncontrolled Keywords: Social Marketing Campaign, Proses Pengambilan Keputusan
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > HF5601 Accounting
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan)
Depositing User: DAM STAF Editor
Date Deposited: 11 Sep 2014 02:42
Last Modified: 11 Sep 2014 02:42
URI: http://repository.upi.edu/id/eprint/11349

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