Strategi social marketing dalam kampanye anti kekerasan terhadap perempuan oleh gerakan One Billion Rising Indonesia = Social marketing strategy in anti-violence against women campaign by One Billion Rising Indonesia

Chuatan, Dayana Adelia (2013) Strategi social marketing dalam kampanye anti kekerasan terhadap perempuan oleh gerakan One Billion Rising Indonesia = Social marketing strategy in anti-violence against women campaign by One Billion Rising Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Tindakan kekerasan terhadap perempuan kerap terjadi dan semakin mengkhawatirkan di Indonesia. Kekerasan tersebut bersumber pada ketimpangan relasi antara perempuan dan laki-laki yang diperkuat oleh nilai-nilai patriarki yang dianut oleh sebagian besar masyarakat. Oleh karena itu, timbul upaya-upaya dari masyarakat, salah satunya adalah gerakan One Billion Rising Indonesia melalui kampanye hentikan perkosaan dan kekerasan terhadap perempuan. Diharapkan timbul kesadaran dari kaum laki-laki bahwa perempuan bukanlah objek kekerasan. Kaum perempuan pun diharapkan untuk mengubah mindset-nya yang berpikir bahwa derajat perempuan berada di bawah lelaki. Penelitian ini bertujuan untuk mengetahui strategi social marketing dalam kampanye anti kekerasan terhadap perempuan yang dilakukan oleh gerakan One Billion Rising Indonesia. Penelitian ini menggunakan pendekatan penelitian kualitatif dan teknik pengumpulan data in-depth interview dengan inisiator dan public engangement dari gerakan One Billion Rising Indonesia sebagai key informant serta partisipannya sebagai informant. Strategi social marketing yang dilakukan gerakan One Billion Rising Indonesia dijelaskan melalui model marketing The Four Ps yaitu product berupa ide sosial untuk menghentikan perkosaan dan kekerasan terhadap perempuan, place berupa aktivitas di media sosial twitter serta pengadaan kegiatankegiatan, price berupa pengorbanan dari partisipan dalam bentuk tenaga, waktu dan rutinitas dan promotion yang dilakukan melalui media sosial twitter, website, liputan dari stasiun televisi dan pendekatan secara personal. Hasil penelitian ini menunjukkan adanya upaya dari gerakan One Billion Rising Indonesia untuk mengurangi bahkan menghilangkan tindakan kekerasan terhadap perempuan di Indonesia. Namun upaya ini masih harus dilengkapi dengan cara-cara lain dan dilakukan secara intensif. / The acts of violence against women often occur in Indonesia and progressively concerning. All of the violence are based on inequality relations between men and women, reinforced by patriarchy value that is still adhered by the majority of Indonesian. Therefore, it arises efforts undertaken by the community, one of them is anti-violence against women campaign by One Billion Rising Indonesia. The campaign is expected to change their mindset and to arise the awareness that women are not objects of violence. This research is intended to know the social marketing strategy of antiviolence against women campaign by One Billion Rising Indonesia. This research use a qualitative research approach and in-depth interviews with initiator and public engagement from One Billion Rising Indonesia as a key informant and the participants as an informant. It is found that social marketing strategy by One Billion Rising Indonesia is described using The Four Ps marketing model. The Four Ps are product, place, price and promotion. Product, in the form of social idea to stop rape and violence against women. Place, in the form of activities on twitter and events. Price is the sacrifice made by participants in the form of energy, time, routines and the last one is promotion that conducted through twitter, website, coverage from tv stations and personal approach. The result of the research indicate an effort from One Billion Rising Indonesia to reduce or even eliminate the acts of violence against women in Indonesia, but these actions still have to be equipped with other things and more intensive.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Chuatan, Dayana AdeliaUNSPECIFIEDUNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorSuwu, Desideria Lumongga Dwihadiah LeksmonoUNSPECIFIEDUNSPECIFIED
Uncontrolled Keywords: Social Marketing ; Campaign ; Violence Against Women
Subjects: H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science
Depositing User: Ms Meliza Faomasi Laoli
Date Deposited: 16 Oct 2018 07:36
Last Modified: 16 Dec 2019 03:37
URI: http://repository.uph.edu/id/eprint/1276

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