The Role of Social Marketing Campaign in Increasing Public Awareness of Bringing Drinking Bottle

Authors

  • Annisa Lisdayanti Widyatama University, Indonesia Author
  • Elsa Dewi Widyatama University, Indonesia Author

DOI:

https://doi.org/10.61841/tpqcf335

Keywords:

Social Marketing Campaign, Purchase Decision, Decision to Bring Drinking Bottles, Prevention of Plastic Waste

Abstract

Bandung is a city famous for creativity in various fields, including culinary. The culinary category with quite high growth is in the beverage industry. The impact of the increased processed beverage industry is the increase in plastic waste. In an effort to reduce plastic waste, it is necessary to have public awareness to work to reduce plastic waste, one of the efforts that can be done by bringing drinking bottles every day. In increasing public awareness, it is necessary to have a social marketing campaign. The calculation of the sample used in the study is to use iteration; the calculation results are carried out 3 times, and the results obtained are 116 respondents. The research design uses descriptive and verification, and the research method used is multiple regression. The results showed that the social marketing campaign had an influence on the decision to bring bottles to the community, with a simultaneous effect value of 63.8%, and the rest was influenced by other variables not examined in this study. 

Downloads

Download data is not yet available.

References

[1] Thaker, H. M. T., Sakaran, K., Nanairan, N., Thaker, M. M. T. and Hussain, H. I. (2020), Drivers of loyalty among non-Muslims towards Islamic banking in Malaysia: Evidence from SmartPLS, International Journal of Islamic and Middle Eastern Finance and Management, https://doi.org/10.1108/IMEFM-07-2018-0211

[2] Desmryani, Susi. Indrawijaya, Sigit, and Darmawan. (2016). Strategies for developing small and medium industries towards creative small and medium industries. Jambi Balitbangda Research Report

[3] Kotler, Philip, and Gary Amstrong. (2018). Principles of Marketing, 15th Edition; Global Edition. Pearson.

[4] Kotler, Philip, and Kevin Lane Keller, 2016. Marketing Management, 15th Edition, Pearson Education, Inc.

[5] Lisdayanti, Annisa, Ayuningtyas Yuli Hapsari, Vincetia Wahju (2019). Pencak Silat as a Reflection on National Culture (The Role of Digital Marketing in Increasing Public Awareness). Journal of Advanced Research in Dynamical and Control Systems, vol. 11, 03 Special Issue, 251-257

[6] Sugiyono. (2014). Metode Penelitian Manajemen. Bandung: Alfabeta.

[7] Sumarwan, Ujang. (2011). Perilaku Konsumen, Teori dan Penerapannya dalam Pemasaran. Cetakan 1, Edisi 2. Bogor: Ghalia Indonesia.

Downloads

Published

30.04.2020

How to Cite

Lisdayanti, A., & Dewi, E. (2020). The Role of Social Marketing Campaign in Increasing Public Awareness of Bringing Drinking Bottle. International Journal of Psychosocial Rehabilitation, 24(2), 7688-7694. https://doi.org/10.61841/tpqcf335