Elvira Yuniarti (2013) Perencanaan Pemasaran Sosial Sebagai Upaya Penurunan Jumlah Penduduk yang Buang Air Besar Sembarangan di Kabupaten Jombang. Thesis thesis, UNIVERSITAS AIRLANGGA.
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Abstract
There are social gap between perception about predisposing factor, enabling factor and reinforcing factor with normative value of defecation. Social gap perception of predisposing factors are not everyone should have a latrine, open defecation behavior is reasonable, open defecation behavior does not lower the self esteem and does not violate religious norms, and open defecation behavior can not be changed. Social gap perception of reinforcing factor should be punishment for people that open defecation behavior in Jombang. Then market segmentation is people that have age over 20 years old, male and female, graduating high school, have a job with income unde IDR1.200.000 per month. Communication strategies was conducted on the contents of messages and media. Content of the messages is based on the perception of the social gap predisposing factors, enabling factors, and reinforcing factors. Using media that can be reach the general public according to the results of research. Social marketing planning has important role in decreasing open defecation behavior, along with behavior change theory. Keywords: social marketing, behavior change, open defecation free
| Item Type: | Thesis (Thesis) | |||||||||
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| Uncontrolled Keywords: | pemasaran sosial, perubahan perilaku, buang air besar sembarangan | |||||||||
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform > HN1-995 Social history and conditions. Social problems. Social reform | |||||||||
| Divisions: | 10. Fakultas Kesehatan Masyarakat > Magister Administrasi dan Kebijakan Kesehatan | |||||||||
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| Depositing User: | Ika Rudianto | |||||||||
| Date Deposited: | 17 Dec 2020 06:22 | |||||||||
| Last Modified: | 17 Dec 2020 06:22 | |||||||||
| URI: | http://repository.unair.ac.id/id/eprint/94021 | |||||||||
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