Social Marketing Management Movement Community Of “Teman Hijrah†Bogor
Abstract
Social marketing is a marketing strategy that aims to meet the needs of non-profit organizations to market their ideas in order to change the behavior of individuals and groups of people. One of the community-based non-profit organizations is Teman Hijrah with study activities in increasing faith and piety by young people. This study seeks to explore the youth migration program carried out by the migrating friends community through Instagram social media. Through a social marketing approach, it is hoped that this program will get a more appropriate strategy. Social marketing itself has long demonstrated its effectiveness in efforts to change behavior. This research is a qualitative research with a case study that takes online marketing activities carried out through Instagram and connects with da'wah study activities. The main data obtained through in-depth interviews and observations. The results of this study indicate that social marketing carried out by this community has succeeded in making many young people interested in participating in the dakwah study of the Teman Hijrah Community to emphasize more behavioral change ideas in an effort to strengthen faith and piety through a network of friends with the slogan "Best Friends, Most Beautiful Places, Teman Hijrah â€with the concept of routine study, mabit, Hijrah Run, etc. so that they can maintain togetherness in building faith and piety by reminding each other.
Keyword : Social Marketing, Social Media, Community, Teman Hijrah
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