STRATEGI PERIKLANAN KITABISA.COM DALAM MENDORONG PARTISIPASI PUBLIK PADA PENGGALANGAN DANA DIGITAL

Erlina Shinta Wati, NIM.: 20107030073 (2024) STRATEGI PERIKLANAN KITABISA.COM DALAM MENDORONG PARTISIPASI PUBLIK PADA PENGGALANGAN DANA DIGITAL. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

The promotional assistance program in the form of advertising is assistance provided by Kitabisa.com to promote digital fundraising activities held by individuals or organizations who need funds through the creation of advertising content by Kitabisa.com with the aim of encouraging public participation in the fundraising created. This program is based on the experience of fundraisers who have limited networks or relationships, making it difficult to get donations from many people. The creation of advertisements by kitabisa.com has been proven to encourage public participation in digital fundraising, seen from the increase in the number of viewers or the increase in the number of donations collected. This research aims to find out how the advertising strategy used by Kitabisa.com encourages public participation in digital fundraising. This research uses qualitative research by collecting data through interviews, documentation and literature study. The results of this research show that Kitabisa.com uses various strategies for delivering advertising messages using four points as a reference in developing advertising strategies, namely the first What to say which includes Product benefit advertising, Brand image Oriented advertising, Problem and/or opportunity advertising, Competitive positioning Advertising. Second, How to say which includes Directed Creativity, Brand name exposure, Positive uniqueness, and selectivity. Third, How much to say, and Fourth, Where to say. This research can help prove existing theories and increase understanding of how advertising can influence public participation in digital fundraising.

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