The Effect of Marketing Strategy and Communication on Social Marketing Humanitarian Programs at The Aksi Cepat Tanggap Foundation in Cilandak South Jakarta

Abstract

The purpose of this study is to determine whether there is an influence of marketing strategies on social marketing, to find out whether there is an influence of marketing communication and to find out whether there are simultaneous marketing strategies and communications on Humanitarian social marketing programs at the Aksi Cepat Tanggap Foundation. The method used is quantitative descriptive. The population of 218,481 using the method of Incidental Sampling technique was 99.95 rounded up to 100 respondents. Data analysis using regression analysis, correlation coefficient analysis, coefficient of determination analysis and hypothesis testing. The results showed that marketing strategy and marketing communication had a positive effect on social marketing with a regression equation Y = 11.360 + 0.526 X1 + 0.273 X2 + e. The more effective marketing strategy and marketing communication, the more will increase public participation in social marketing in humanitarian programs that are carried out or campaigned by Aksi Cepat Tanggap. Vice versa, if the marketing strategy and marketing communication is low or less effective then the public interest in the humanitarian program driven by social marketing Aksi Cepat Tanggap will also decrease