Social marketing strategy of the Yogyakarta City Gandeng Gendong movement, 2021-2022

Abstract

In the midst of the economic crisis phenomenon that occurred during the Covid-19 Pandemic, the Yogyakarta City Government is trying to improve social welfare through the Gandeng Gendong Program as stated in the Yogyakarta Mayor RegulationNumber 23 of 2018 concerning the Yogyakarta City Cooperation Program . The Gandeng Gendong program is an alternative effort formulated by the Yogyakarta City Government to take firm steps in social welfare issues through a Collaborative movement which in its implementation is linked to five elements of collaboration, namely City Government, Corporation, Campus, Community and Village. This research aims to determine the social marketing strategy developed by the Yogyakarta City Government in implementing the Gandeng Gendong Yogyakarta City movement in 2021-2022 . This research uses a qualitative descriptive method with a case study approach. The data collection used the interview method and collected literature related to the research. The results of this research describe the social marketing strategy of the Gandeng Gendong movement in the city of Yogyakarta which has products in the form of values of solidity and caring for each other in helping underprivileged communities by cooperating with stakeholders and carrying the community. There are six steps in the social marketing strategy formulated in the Gandeng Gendong movement, namely 1) Product Determination, 2) Social analysis, 3) Determining targets and objectives, 4) Implementation of field programs, 5) Product distribution, 6) Monitoring and Evaluation, although it still seems sporadic.