Penulis Utama : Rico Dhany Samodro
Penulis Tambahan : -
NIM / NIP : F.0207019
Tahun : 2012
Judul : Exploring The Reason Why People Willing to Donate Blood : An Application in Social Marketing Context
Edisi :
Imprint : Surakata - UNS: F. Ekonomi - 2012
Kolasi :
Sumber : UNS-F. Ekonomi Jur. Manajemen- F.0207019-2012
Subyek : SOCIAL MARKETING
Jenis Dokumen : Skripsi
ISSN :
ISBN :
Abstrak :

Purpose ? The purpose of this research is to explore blood donation motivation among individual to give understanding in social marketing context. It aims to measuring the role of altruism, moral norm, donor’s knowledge, and perceived risk that all observed variables have explored in past studies. Design/methodology/approach ? Data is collected through survey method that is guided by questionnaire. Data sample is based on a survey of 200 eligible donors in Surakarta. A structural equation modelling approach is used in the data analysis. Findings ? The results showed that altruism, moral norm, donor’s knowledge and perceived risk were correlates of blood donation intention. While altruism and donor’s knowledge were not supported to less the perceived risk. Research Limitation ? Since this was a small-scale study among the people in surakarta, further research is necessary to validate its results among other demographic groups. Practical implication ? Findings were reported to Indonesian Red Cross in Surakarta in order to increase blood donations among individuals in Surakarta. This paper give some recommendation to Indonesian Red Cross how to act effective recruitment blood donors. Subject to validation through further research, applying recommended approaches in different countries and other demographic groups is suggested. Keywords Blood Donor’s Intention, Altruism, Donor’s Knowledge, Social Marketing

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Status : Public
Pembimbing : 1. Dr. Budhi Haryanto, MM.
Catatan Umum :
Fakultas : Fak. Ekonomi dan Bisnis