SOCIAL MARKETING : A PROPOSED FRAMEWORK TO REDUCE POVERTY IN INDONESIA

Social marketing first introduced by Philip Kotler and Gerald Zaltman in 1971, and aimed to answer whether marketing can be used for social good besides just to enhance products or services offered by a company. Social marketing then developed by aiming to bring desire change in society through behavior. Behavioral change can be acquired through the effect of fear, threat and shame that are shown by effective communication. Practically, social marketing has evolved differently between countries. In Indonesia, the practice of social marketing has proven succeed when promoted the family planning (Keluarga Berencana). This paper itself attempt to propose the framework that allows practitioners in Indonesia use it for social act, especially for Program Keluarga Harapan (PKH). Program Keluarga Harapan, is one of program implementation of Sustainable Development Goals to reduce poverty in Indonesia. The programme itself is executed by giving conditional cash transfer to the chosen poor household with certain categories, through Social Ministry. This programme has long term goal, which is to change the behavior of the poor, so that they could have better living and no longer categorized as poor family