Balgis Alkaff Primary Author mixed material bibliography Jakarta LSPR 2021 en English

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As a growing country, Indonesia predicted will be become the top of Asian cosmetic market with a GDP of USD 1 trillion and a population of 260 million in the next 10 years. In the other hand, there still a big consumption of global brands makeup rather than local one. To change millennials' generations buying behavior preference toward Indonesian, this project planning used social marketing approach. Social marketing is to change behavior into good one with optimised the marketing tools. The theory used in this project is exchange theory & theory of diffusion of innovations. The planning project method is 10 Step Planning Model by Nancy Lee & Philip Kotler. Belanja Lokal social marketing campaign will be focus on digital activities with the rational and emotional messages. The program that will be conduct during the campaign are web series, event collaborations, e- commerce searching features, artificial features and Belanja Lokal Week. thesis Marketing Communication Bambang Sumaryanto 2021 Balgis Alkaff NONE Library LSPR Institute of Communication and Business Amani Library Management System S2.MKC.370.0045.21 S200408SP Hanya Tersedia Softcopy. S2.MKC.370.0045.21 mmm.jpg.jpg 6609 2022-04-04 11:09:38 2022-04-05 11:42:29 machine generated