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Analisis Perencanaan Kampanye Pemasaran Sosial" Kobarkan Kebaikan" Pertamina

Sutresna, Asep (2018) Analisis Perencanaan Kampanye Pemasaran Sosial" Kobarkan Kebaikan" Pertamina. Ultimacomm: Jurnal Ilmu Komunikasi, 10 (2). ISSN 2656-0208

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Official URL: https://ejournals.umn.ac.id/index.php/FIKOM/articl...

Abstract

This research aims to analyze the planning strategy of Pertamina in managing social marketing campaign “Kobarkan Kebaikan” (Flame the Goodness). This campaign was initiated based on an assessment of the society which was disintegrated by the Jakarta gubernatorial election in 2017 and the presidential and legislative campaign in 2019 started in 2018. The campaign materials were made by the society and broadcasted through the television and youtube. Based on media ecology theory, media directly form and develop culture, which is also the case with the media selection in the “Kobarkan Kebaikan” campaign. This research gathers qualitative data based on the planning model of Social Marketing Planning Primer (SMPP) by Kotler and Lee (2016). This research shows this campaign has a positive impact on the engagement and results in message amplification. From the perspective of planning, this research fell short of the criteria required by the SMPP model

Item Type: Article
Uncontrolled Keywords: Pertamina, Kobarkan Kebaikan, Social Marketing, social campaign
Subjects: 300 Social Sciences > 330 Economics > 333 Economics of Land and Energy
300 Social Sciences > 380 Commerce, communications and transportation > 381 Commerce (Trade, Incl. Branding, Marketing and Warehousing)
Divisions: Fakultas Ilmu Komunikasi > Program Studi Ilmu Komunikasi
Depositing User: mr admin umn
Date Deposited: 18 Nov 2021 14:28
Last Modified: 18 Nov 2021 14:28
URI: http://kc.umn.ac.id/id/eprint/19128

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