Social Marketing: A Framework for Paving the Pathway of Legal Assistance Programme

8 Pages Posted: 15 Jun 2015

See all articles by Adilla Anggraeni

Adilla Anggraeni

Bina Nusantara University (BINUS) - Binus Business School

Sari Wahyuni

Universitas Indonesia, Graduate School of Management

Date Written: June 15, 2015

Abstract

This study focuses on the different factors influencing social marketing programme implementation of legal assistance in Indonesia. The variables being examined are variables in theory of planned behaviour (attitude, subjective norms, perceived behavioural control) and additional variables influencing attitude and intention (perceived costs, perceived needs, perceived risks, perceived benefits). The study utilizes both qualitative and quantitative research method. The first stage of this study is a qualitative research consisting of interviews with advocates and keypersons of legal assistance service providers (lembaga bantuan hukum). On the second stage, a cross-sectional quantitative study will be conducted involving the targeted audiences of legal assistance programme in Indonesia.

The findings of the first stage of this study reveal some variables posited to influence intention of the targeted audiences to use legal assistance programme. The second stage of the study is expected to provide more insights on the variables influencing intention to use legal assistance programme.

Keywords: social marketing

JEL Classification: M31, M3

Suggested Citation

Anggraeni, Adilla and Wahyuni, Sari, Social Marketing: A Framework for Paving the Pathway of Legal Assistance Programme (June 15, 2015). Available at SSRN: https://ssrn.com/abstract=2618351 or http://dx.doi.org/10.2139/ssrn.2618351

Adilla Anggraeni (Contact Author)

Bina Nusantara University (BINUS) - Binus Business School ( email )

Jl Hang Lekir I no.6
Kebayoran Baru
Jakarta, 12120
Indonesia

Sari Wahyuni

Universitas Indonesia, Graduate School of Management ( email )

Depok, West Java 16424
Indonesia

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