The Role of Social Marketing Campaign in Increasing Public Awareness of Bringing Drinking Bottle
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Date
2020
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Publisher
International Journal of Psychosocial Rehabilitation, Vol. 24, Issue 2
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. 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.
Description
Keywords
Social Marketing Campaign, Purchase Decision, Decision to Bring Drinking Bottles, Prevention of Plastic Waste