Penerapan Strategi Marketing Sosial dalam Membentuk Kesadaran Mahasiswa

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.Social Marketing Strategy toward Brand Awareness of Students Habit of FTIK Students, Semarang University. There is a problem regarding FTIK student s habits of recycle habit in the campus environment. The habist 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 that benefit individuals and communities for the greater social good. Social goods can be determine as a social problems in society such as, poverty, environtment, disaster, etc. Social marketing can be used as a problem solving to social problems integrated communication principle and marketing techniques. This research tries to use social marketing in formulating some strategies to solve waste problem that occurs in FTIK Universitas Semarang by developing students social awareness in order to change their bad habbit in garbage throwing. The results shows that social marketing strategy start from 4P component to fulfill awareness pyramide in brand recognition level. It means that students will act if there is a reminders from it peers group.