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Sari, A., ., R., & Pebrianti, W. (2018). Social Marketing Campaign for Drug Rehabilitation Decision. KnE Social Sciences, 3(10). https://doi.org/10.18502/kss.v3i10.3423

https://doi.org/10.18502/kss.v3i10.3423

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  • A Sari
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  • Ramadania .
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  • W Pebrianti
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Published Date

  • Nov 12, 2018

Social Marketing Campaign for Drug Rehabilitation Decision

KnE Social Sciences / The 2018 International Conference of Organizational Innovation (ICOI-2018) /

Abstract

This research aims to analyze the influence of social marketing campaign on decisionmaking process for drug abusers to go on rehab using attitude as an intervening variable in Pontianak City, Indonesia. It employed quantitative approach that is associated with survey method. The research population encompassed drug abusers and addicts in Pontianak that amounted to 150 people and around 96 of them were sampled. The sample technique used was probability sampling with simple random sampling method. The data were collected using questionnaires and analyzed using path analysis. The results of analysis and hypothesis testing concluded that: (1) social marketing campaign influenced attitude change among drug abusers and addicts; (2) the changes in attitude influenced their rehabilitation decision; (3) social marketing campaign influenced rehabilitation decision for drug abusers and addicts; and (4) social marketing campaign indirectly influences rehabilitation decision through the mediation of attitude change.


 


 


Keywords: social marketing campaign, attitude, rehabilitation decision

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