PROPOSED SOCIAL MARKETING CAMPAIGN TO INCREASE BLOOD DONATION AND ACTIVE USERS IN REBLOOD APPLICATION ( CASE STUDY: PT GAYA HIDUP SEHAT)

• Main Author: Linda Primandari Ambarini, Putu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65234
• Institution: Institut Teknologi Bandung

Reblood is a mobile application that operated independently with social and humanitarian missions to help people build a healthy lifestyle by donating blood regularly and connecting people that need blood transfusion with the donors quickly and precisely. To run its mission, Reblood had collaboration and partnerships with the PMI, government, hospital, and other institutions. Since it first launched in 2018 until now, Reblood has acquired 60,748 active users with more than 40,000 blood donations collected and transferred to PMI. However, from 2020 until 2021 the number of active users has decreased significantly by almost 70% due to pandemic Covid-19. On the other hand, currently, almost 75% of blood donors are dominated by old people (age >45 – 65 years old). If this condition still happens in the following years, Indonesia will be experiencing blood bags crisis. Hence this research was conducted to identify the problems faced by Reblood and proposed solution to increase the active users. This research uses primarily and secondary data sources by conducting qualitative and quantitative methodologies. In- depth In-depth with Reblood’s CEO and distribute online questionaire to 337 respondents. While the secondary data were gathered from Reblood’s internal data, e-books, online journals, articles and so, on. The internal environment analysis was explored by evaluating current STP, current marketing Mix 4Ps, and VRIO analysis. While for the external analysis was done by evaluating using PESTEL framework and consumer behavior analysis. The result of those analysis then formulate into SWOT and using Social Marketing Framework by Philip Kotler and Nancy R.Lee. The author proposed new STP based on Social Marketing approach where the segmentation is focusing on millennials and Gen Z population, the area is expanded to Jawa Timur and Jabodetabek area. Author proposes to set behavior objective from unaware user of blood donation to be aware, informed, and intending to do blood donation. Meanwhile for the new marketing 4P’s, authored proposed elaborate Reblood’s product based on core actual, and augmented, improve the variance of loyalty program for the donors both monetary and non-monetary benefits, improve the performance of application. Additionally, the author also proposed social marketing campaign and communication program based on user readiness stage from awareness, attention, growth, and action to support marketing strategies for increasing active users and blood donors to fulfill the availability of blood bags in Indonesia.