The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good
Abstract: This study is a conceptual paper and highlights perspectives to understand social marketing as an approach to bring about voluntary and socially desirable consumer behavior. The perspective is considered as an alternative way to comprehend consumer behavior change for good as a multi-facto...
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| Format: | Article |
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[Yogyakarta] : Universitas Gadjah Mada
2012
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| author | Perpustakaan UGM, i-lib |
| author_facet | Perpustakaan UGM, i-lib |
| author_sort | Perpustakaan UGM, i-lib |
| collection | UGM |
| description | Abstract: This study is a conceptual paper and highlights perspectives to understand social marketing as an approach to bring about voluntary and socially desirable consumer behavior. The perspective is considered as an alternative way to comprehend consumer behavior change for good as a multi-factor driven action. Hence, social marketing is also considered as a discipline that can be analyzed from multiple perspectives including a behavioral change perspective and a relationship perspective. Each perspective is elaborated by doing a review of existing literature and research. This study shows that social marketing is not only the application of marketing programs to shape consumer behavior, but also a process involving individual, society, and government to make a better life of society.
Abstrak: Studi ini merupakan studi konseptual dan memfokuskan perspektif holistik untuk memahami pemasaran sosial sebagai pendekatan dalam menciptakan perilaku konsumen yang secara sosial dianggap ideal. Perspektif ini dipertimbangkan sebagai cara alternatif untuk memahami perubahan perilaku konsumen sebagai sebuah tindakan yang dipengaruhi oleh keragaman faktor. Seiring dengan hal tersebut, pemasaran sosial juga dianggap sebagai sebuah disiplin yang dianalisis dari keragaman perspektif, yaitu perspektif perubahan keperilakuan dan perspektif hubungan (relasi). Masing-masing perspektif dianalisis dengan menggunakan tinjauan literatur dan penelitian terdahulu. Studi ini menunjukkan bahwa pemasaran sosial tidak hanya merupakan penerapan program pemasaran, namun juga proses yang melibatkan individu sendiri, masyarakat, dan pemerintah untuk terciptanya kehidupan bermasyarakat lebih baik. |
| first_indexed | 2024-03-05T23:13:10Z |
| format | Article |
| id | oai:generic.eprints.org:28888 |
| institution | Universiti Gadjah Mada |
| last_indexed | 2025-03-04T07:19:47Z |
| publishDate | 2012 |
| publisher | [Yogyakarta] : Universitas Gadjah Mada |
| record_format | dspace |
| spelling | oai:generic.eprints.org:288882014-06-18T00:23:17Z https://repository.ugm.ac.id/28888/ The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good Perpustakaan UGM, i-lib Jurnal i-lib UGM Abstract: This study is a conceptual paper and highlights perspectives to understand social marketing as an approach to bring about voluntary and socially desirable consumer behavior. The perspective is considered as an alternative way to comprehend consumer behavior change for good as a multi-factor driven action. Hence, social marketing is also considered as a discipline that can be analyzed from multiple perspectives including a behavioral change perspective and a relationship perspective. Each perspective is elaborated by doing a review of existing literature and research. This study shows that social marketing is not only the application of marketing programs to shape consumer behavior, but also a process involving individual, society, and government to make a better life of society. Abstrak: Studi ini merupakan studi konseptual dan memfokuskan perspektif holistik untuk memahami pemasaran sosial sebagai pendekatan dalam menciptakan perilaku konsumen yang secara sosial dianggap ideal. Perspektif ini dipertimbangkan sebagai cara alternatif untuk memahami perubahan perilaku konsumen sebagai sebuah tindakan yang dipengaruhi oleh keragaman faktor. Seiring dengan hal tersebut, pemasaran sosial juga dianggap sebagai sebuah disiplin yang dianalisis dari keragaman perspektif, yaitu perspektif perubahan keperilakuan dan perspektif hubungan (relasi). Masing-masing perspektif dianalisis dengan menggunakan tinjauan literatur dan penelitian terdahulu. Studi ini menunjukkan bahwa pemasaran sosial tidak hanya merupakan penerapan program pemasaran, namun juga proses yang melibatkan individu sendiri, masyarakat, dan pemerintah untuk terciptanya kehidupan bermasyarakat lebih baik. [Yogyakarta] : Universitas Gadjah Mada 2012 Article NonPeerReviewed Perpustakaan UGM, i-lib (2012) The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good. Jurnal i-lib UGM. http://i-lib.ugm.ac.id/jurnal/download.php?dataId=11951 |
| spellingShingle | Jurnal i-lib UGM Perpustakaan UGM, i-lib The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good |
| title | The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good |
| title_full | The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good |
| title_fullStr | The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good |
| title_full_unstemmed | The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good |
| title_short | The Perspectives to Understand Social Marketing as an Approach in Influencing Consumer Behavior for Good |
| title_sort | perspectives to understand social marketing as an approach in influencing consumer behavior for good |
| topic | Jurnal i-lib UGM |
| work_keys_str_mv | AT perpustakaanugmilib theperspectivestounderstandsocialmarketingasanapproachininfluencingconsumerbehaviorforgood AT perpustakaanugmilib perspectivestounderstandsocialmarketingasanapproachininfluencingconsumerbehaviorforgood |