Implementation of Integrated Marketing Communication Yasika 25
DOI:
https://doi.org/10.38142/ijesss.v4i5.850Keywords:
Social Foundation, Social Marketing Communication, Qualitative Descriptive, Marketing Tools, Yasika 25Abstract
Yasika 25 social foundation carries out social marketing communication through social service activities as part of their marketing plan, in an effort to build better relationships with the community, strengthen brand loyalty, increase consumer trust, and expand market reach. This research aims to describe how Yasika 25 social foundation carries out social marketing communication and what tools are used in its implementation. The research method used is qualitative descriptive by conducting interviews with three individuals involved in Yasika 25 marketing activities. The results of the research show that Yasika 25 uses various social marketing tools such as social media, websites, brochures, and social service activities. Social media is the primary tool for social marketing communication to target audiences, such as Instagram and Facebook. The Yasika 25 website is used as an information medium about their social activities and campaigns. In addition, Yasika 25 also uses brochures as a conventional marketing tool to reach communities that are not connected to social media or their website. During social service activities, Yasika 25 uses marketing tools such as banners, flags, and merchandise as branding efforts and to increase community awareness of their social foundation. The results of this research show that Yasika 25 has been successful in carrying out social marketing communication by using effective marketing tools.
Downloads
References
Afandi, A. (2020). Perlindungan Hukum Terhadap Yayasan. Jurnal Hukum Novelty, 11(1),
-72. https://doi.org/10.30738/jn.v11i1.6819
Alves, H., de Fátima Santana, R., & Vidal-Silva, L. (2020). The importance of stakeholder engagement in social responsibility activities: A case study in a Brazilian petrochemical company. Journal of Cleaner Production, 274, 122956. doi: 10.1016/j.jclepro.2020.122956
Anheier, H. K., & Salamon, L. M. (2007). The nonprofit sector in comparative perspective. In Helmut K. Anheier & Lester M. Salamon (Eds.), The nonprofit sector: A research handbook (2nd ed., pp. 3-32). Yale University Press.
Bansal, P., & Roth, K. (2000). Why companies go green: A model of ecological responsiveness. Academy of Management Journal, 43(4), 717-736. https://doi.org/10.2307/1556345
Bisnis, A. N., & Birokrasi: Jurnal Ilmu Administrasi dan Organisasi. (2019). Konsep
Pemasaran Sosial dalam Meningkatkan Partisipasi Masyarakat dalam Kegiatan Sosial. https://journal.umy.ac.id/index.php/JoBAO/article/view/9799/6948
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches. Sage publications.
Choi, S., & Park, H. (2018). The impact of direct marketing on customer loyalty: Evidence from Korean consumers. Journal of Retailing and Consumer Services, 44, 204-211. doi: 10.1016/j.jretconser.2018.05.008
Dana, I. G. N. A. W., Sudarma, M., & Satyawati, N. M. (2021). Determinants of Donation Intention to Nonprofit Organizations in Bali Province, Indonesia. Journal of Entrepreneurship Education, 24(1S), 1-7.
Djafar, A. (2019). Perlindungan terhadap Yayasan dalam Hukum Kepailitan. Jurnal Hukum Res Publica, 6(2), 174-184.
East, R., Hammond, K., & Lomax, W. (2010). Measuring the impact of positive and negative word of mouth on brand purchase probability. Journal of Marketing Research, 47(2), 215-224. https://doi.org/10.1509/jmkr.47.2.215
Furrer, O., & Wirth, W. (2019). The benefits of volunteering for the volunteer: A social-psychological perspective. In R. L. Boehm & L. A. Stanley (Eds.), Handbook of Volunteering, Civic Participation, and Nonprofit Associations Across Nations (pp. 171-191). Springer International Publishing.
Hwang, S. (2017). Understanding Nonprofit Organizations: The Concept of Nonprofit Management. The Journal of Nonprofit Management, 2(2), 39-55.
Jogiyanto. (2017). Sistem Informasi Pemasaran. Andi. https://www.goodreads.com/book/show/35010891-sistem-informasi-pemasaran
Hutter, K., & Hoffmann, S. (2011). Guerrilla marketing: The nature of the concept and propositions for further research. Asian Journal of Marketing, 5(2), 39-54. doi: 10.1108/1936-8623.00016
Kim, J. Y., Sung, Y. J., & Lee, S. (2020). Corporate social responsibility as a strategic tool for enhancing brand awareness and positive consumer perception. Sustainability, 12(11), 4629. doi: 10.3390/su12114629
Koesrindartoto, D. P. (2017). Financial Sustainability of Indonesian Nonprofit Organizations: A Study on the Financial Management Practice. Journal of Accounting and Finance in Emerging Economies, 3(2), 140-159. https://doi.org/10.26710/jafee.v3i2.129
Kotler, P., Armstrong, G., Harris, L. C., & Piercy, N. (2017). Principles of Marketing. Pearson Education Limited.
Kotler, P., & Roberto, N. (2021). Social marketing: Changing behaviors for good. Sage Publications. Lee, H. J., & Kim, N. (2018). How does CSR create value for customers in the restaurant industry?. International Journal of Hospitality Management, 73, 33-41.
Ningsih, D. R., & Yulianto, A. (2019). Analisis Akuntansi dan Pelaporan Keuangan Yayasan. Jurnal Ilmiah Akuntansi dan Humanika, 7(1), 61-70. https://doi.org/10.33096/jiah.v7i1.270
Nurjannah, R., & Supriadi, R. (2019). Impact of Social Activities on Empathy and Concern for Others. KnE Social Sciences, 3(13), 432-438. doi: 10.18502/kss.v3i13.4318
Persindonesia.com. (2021, 2 April). Yayasan Alumni SMPN 25 Surabaya Gelar Acara Launching. https://www.persindonesia.com/yayasan-alumni-smpn-25-surabaya-gelar-acara-launching/
Rifa'i, M. (2020). Peranan Akuntan Publik dalam Meningkatkan Kualitas Pelaporan Keuangan Yayasan. Jurnal Ekonomi dan Akuntansi, 4(1), 22-34. https://doi.org/10.31539/jeka.v4i1.894
Rusdiana, D. (2020). Implementasi Komunikasi Pemasaran Sosial Yasika 25 Dalam Upaya Meningkatkan Kualitas Hidup Masyarakat. Jurnal Ilmu Komunikasi Terapan, 4(2), 85-94. https://doi.org/10.25139/jikot.v4i2.2460
Sari, D., & Sari, D. (2019). The Role of Social Organizations in Social Assistance in Indonesia. Journal of Economics, Business, and Accountancy Ventura, 22(2), 217-224. doi: 10.14414/jebav.v22i2.1996
Satriawan, H. (2018). Political Law Analysis of Donations in Yayasan's Perspective. Jurnal Dinamika Hukum, 18(2), 248-259. https://doi.org/10.20884/1.jdh.2018.18.2.1004
Saxena, G., & Kumari, A. (2018). Direct marketing: a boon for rural marketing. Asian Journal of Management, 9(3), 937-941. https://doi.org/10.5958/2321-5763.2018.00147.4
Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of marketing research, 38(2), 225-243.
Surabaya.tribunnews.com. (2020, 30 April). Alumni SMPN 25 Surabaya Bagikan Masker dan Takjil Gratis. https://surabaya.tribunnews.com/2020/04/30/alumni-smpn-25-surabaya-bagikan-masker-dan-takjil-gratis.
Tang, X., & Zhang, X. (2020). The Effect of Nonprofit Organizations’ Social Activities on Public Trust: An Empirical Study in China. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 31(3), 575-585. https://doi.org/10.1007/s11266-018-00170-3
Tuckett, A. G. (2005). Qualitative research sampling: The very real complexities. Nurse researcher, 13(1), 47-61. doi: 10.7748/nr2005.10.13.1.47.c5892
Wibowo, A. A. (2019). Perlindungan hukum terhadap yayasan dalam perkara kepailitan di Indonesia. Jurnal Hukum IUS QUIA IUSTUM, 26(4), 757-780.
Wijayanti, D., Yudianto, A., & Eryono, T. (2022). Factors affecting the sustainability of nonprofit organization in Indonesia. Journal of Social Studies Education Research, 13(2), 129-140.
Yang, M., & Kim, J. (2018). How to avoid spam filtering in direct marketing emails: An empirical study of factors affecting email deliverability. Journal of Business Research, 89, 342-350. doi: 10.1016/j.jbusres.2018.03.
Yayasan Sosial Alumni SMP 25 Surabaya. (n.d.). Tentang Yasika 25. http://yasika25.com/tentang-yasika-25/
Yuniawan, A., & Santosa, P. I. (2020). The influence of corporate social responsibility and product quality on brand trust, customer loyalty, and repurchase intention. Journal of Management and Business Administration, 3(2), 118-128.
Downloads
Published
Issue
Section
License
Copyright (c) 2023 Andi Yusuf MAHENDRA, Digar Rou Yahya MUHAMMAD
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Creative Commons Attribution-NonCommercial 4.0 International License.
