Martono, Febriana Riski (2026) Strategi Komunikasi Pemasaran Sosial Komunitas Volunvibes dalam Menarik Partipasi Relawan Di Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (COVER)
22043010310.-COVER.pdf Download (499kB) |
|
Text (BAB 1)
22043010310.-BAB 1.Pdf.pdf Download (241kB) |
|
Text (BAB 2)
22043010310.-BAB 2.Pdf.pdf Restricted to Repository staff only until 21 July 2029. Download (244kB) | Request a copy |
|
Text (BAB 3)
22043010310.-BAB 3.Pdf.pdf Restricted to Repository staff only until 21 July 2029. Download (202kB) | Request a copy |
|
Text (BAB 4)
22043010310.-BAB 4.Pdf.pdf Restricted to Repository staff only until 21 July 2029. Download (1MB) | Request a copy |
|
Text (BAB 5)
22043010310.-BAB 5.Pdf.pdf Download (147kB) |
|
Text (DAFTAR PUSTAKA)
22043010310.-DAFTAR PUSTAKA. Pdf.pdf Download (149kB) |
|
Text (LAMPIRAN)
22043010310.-LAMPIRAN.pdf Restricted to Repository staff only until 21 July 2029. Download (989kB) | Request a copy |
Abstract
Community-based volunteering is growing among Indonesian youth, yet the sustainability of participation depends heavily on a community's ability to manage its social marketing strategy from within. This study describes the social marketing strategy implemented by Volunvibes, a youth-based volunteer community established in Surabaya in 2024, in attracting volunteer participation in each of its activities, examined through audience insight, exchange, and the promotion strategy carried out. This study uses a qualitative descriptive approach based on Kotler and Lee's (2019) Social Marketing Planning Primer framework. Data were collected through observation, in-depth interviews, and documentation involving seven informants selected through purposive sampling, consisting of three internal team members (Head Project Planner, Leader, and Project Planner) and four active volunteers. Data were analyzed using the interactive model of Miles, Huberman, and Saldaña (2014), comprising data reduction, data display, and conclusion drawing. The findings show that Volunvibes audience insight is gathered through personal interaction from the recruitment stage onward, producing an understanding of volunteers' motivations, needs, and barriers that is directly translated into a warm, non-monotonous activity design. This understanding strengthens the exchange, as volunteers consistently perceive the benefits of experience, relationships, and self-development as comparable to, or even outweighing, the financial, time, and effort costs incurred. This balance in turn drives the effectiveness of promotion, both through official channels such as Instagram and TikTok and through organic electronic word of mouth among volunteers. These three units form a mutually reinforcing cycle that explains why Volunvibes' activity quotas are consistently filled, and frequently exceeded, even though the community operates without a formal management structure or membership system. Keywords: Social marketing strategy, Audience insight, Exchange, Promotion, Volunteer community, Volunvibes
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD30.28 Strategic Planning |
||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Febriana Riski Martono | ||||||||
| Date Deposited: | 21 Jul 2026 03:13 | ||||||||
| Last Modified: | 21 Jul 2026 03:13 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/56726 |
Actions (login required)
 |
View Item |