HASNA HAFISAH (2017) EVALUASI PENGELOLAAN SOCIAL MARKETING NASYIATUL AISYIYAH DI KOTA YOGYAKARTA. S1 thesis, Universitas Muhammadiyah Yogyakarta.

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Official URL: http://repository.umy.ac.id/handle/123456789/17042

Abstract

This research is to evaluate the management of social marketing at Yogyakarta City level through PASHMINA program year 2015-2017. The purpose of this research is to describe the management of social marketing through PASHMINA program year 2015-2017 and know the supporting and inhibiting factors in its implementation. The theoretical framework used is Social Marketing, Health As Aspects in Social Marketing, and evaluation model (PII) preparation, implementation, and impact developed in 2011 by cutlip, Center and Broom. The research method used is the evaluative method with the qualitative approach. The location of this research at the level of Yogyakarta (PDNA), which is addressed on Jl. Sultan Agung No. 14 Yogyakarta. The source of this research data comes from interviews and photo documentation. Data analysis uses several steps such as data reduction, data presentation and conclusions. The result of the research shows the evaluation of management of social marketing in PASHMINA program at the level of Yogyakarta City, has been running well and has implemented the program planning process by using the appropriate step and strategy and in accordance with the preparation stage model. PASHMINA which is divided into three implementation targets namely school, public space and by event to convey its message can help teenagers target to get the benefits. Although the implementation, PASHMINA only cooperate in one school namely Mualimmat. The visible impact of the participants opinions on the level of understanding based on the results of the interviews of researchers to the program, they understand about what is given by PASHMINA, because they are able to answer questions that researchers give.

Dosen Pembimbing: UNSPECIFIED | UNSPECIFIED
Item Type: Thesis (S1)
Uncontrolled Keywords: EVALUATION, SOCIAL MARKETING, REPRODUCTIVE HEALTH. EVALUASI, SOCIAL MARKETING, KESEHATAN REPRODUKSI
Divisions: Fakultas Ilmu Sosial dan Politik > S1 Ilmu Komunikasi
Depositing User: Unnamed user with email Admin Perpustakaan 4
Last Modified: 09 Oct 2025 03:34
URI: https://etd.umy.ac.id/id/eprint/58286

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