Social Marketing of Muslim Women Organization Against Covid-19
Authors
Tri Hastuti Nur Rochimah*, trinur@umy.ac.id
Communcation Deparment, Universitas Muhammadiyah Yogyakarta, Yogyakarta, Indonesia
Hajar Nur Setyowatihajar.enes@gmail.com
Research and Development, ‘Aisyiyah National Board, Yogyakarta, Indonesia
Corresponding Author
Tri Hastuti Nur Rochimahtrinur@umy.ac.id
Available Online 29 November 2021.
- DOI
- 10.2991/assehr.k.211121.016How to use a DOI?
- Keywords
- social marketing; Muslim women; nonprofit organization (NPO); Covid
- Abstract
This study is very important to explore how faith-based nonprofit organizations develop social marketing programs for prevention of Covid-19. There are not many studies on prevention programs that focus on role of religious groups in Covid-19 prevention efforts, even though this institution has a very strategic role. This research using qualitative research method. Our subject of ‘Aisyiyah as Muslim women organization particularly of social marketing program in pandemic. The data collection are depth interviewed and documentation. Result social marketing use of the two-step flow method in the social campaign can increase quantity of audience reach and effectiveness of message delivery.
- Copyright
- © 2021 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Tri Hastuti Nur Rochimah AU - Hajar Nur Setyowati PY - 2021 DA - 2021/11/29 TI - Social Marketing of Muslim Women Organization Against Covid-19 BT - Proceedings of the 3rd Jogjakarta Communication Conference (JCC 2021) PB - Atlantis Press SP - 67 EP - 72 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.211121.016 DO - 10.2991/assehr.k.211121.016 ID - Rochimah2021 ER -