Penelitian ini bertitik tolak dari asumsi bahwa penyusunan strategi pemasaran sosial yang cermat sangat diperlukanuntuk mengatasi berbagai masalah sosial kesehatan dan lingkungan hidup yang berkembang di pemukiman kumuh diDKI Jakarta. Strategi harus mempertimbangkan kondisi wilayah sasaran, target adopters serta faktor-faktor yangberpengaruh pada partisipasi masyarakat akan berbagai produk sosial. Penelitian dilaksanakan di tiga kategori wilayahkumuh, yaitu gang sempit, bantaran sungai dan tepian rel kereta api. Penelitian didesain sebagai penelitian deskriptifkorelational yang analisisnya menggunakan regresi berganda dan tabel distribusi frekwensi. Hasil penelitian yangdiperoleh kemudian dipakai sebagai bahan pertimbangan untuk menyusun strategi pemasaran sosial. Komponenstrateginya terdiri dari tinjauan marketing mix dan unsur-unsur komunikasi.The research has a starting point from assumption that compose accurate social marketing strategy is being needed toovercome social health and environmental problems in the sleim settlement area in Jakarta. The strategy shouldconsider the condition of target area, target adopters and some factors that influence in the community participation tosome social products. The research was done in three sleims area, (i) narrow street, (ii) flood plain river and along therailway track. The research was designed as descriptive research correlation which is analyzed by multiple regressionand distribution frequency table. The result of the research is being used as material for compilling social marketingstrategy. The component strategy consist of consideration of marketing mix and communication elements. |