Online Marketing Strategies Of Sedekah Rombongan

Abstract

Sedekah Rombongan which moves online are able to raise funds from donors. Today many Indonesian people are connected to the internet. The number of internet users makes the internet a means of facilitating activities. Including giving charity is often done online. Sedekah rombongan which had been successful in collecting public funds for over 40 billion rupiahs through apps and online sites in Indonesia. The aim of this study was to analyze the Online Marketing Strategies of Sedekah Rombongan. This research emphasizes the strategy that is carried out by the Sedekah Rombongan so that it is able to convince donors to give sadaqa. The data were collected through literature reviews, social media monitoring, in-depth interviews with the SR, and confirmation to the SR donors. Data analysis was performed by transcribing the interview, iterative reading, and analyzing these data in accordance with the requirements. Data analysis was conduct by triangulation by confirming the founders, several divisions and the donors of Sedekah Rombongan. The results of this study show that the most significantly affecting factor of SR's success was the strategy of photo sharing and narratives about the patients. Further in the ninth stage of the marketing cycle theory through social media it is mentioned that SR had carried out four stages i.e. Goal Setting, Instrument selections and Content of Message, Collaboration, and Sustainability. As for the other five stages which had not been done by SR were Listening, Defining Strategies, Target Identification Market, Establishing Community, and Monitoring. The one thing that was done by SR but not included in the theory is SR’s Information Supply Flow Strategy.