ANALISIS PEMASARAN SOSIAL DAN DIGITAL MARKETING TERHADAP PEMBENTUKAN TITIK UNIT BANK SAMPAH DIGITAL DI KOTA SERANG BANTEN

Abstract

This study focuses on how social marketing and digital marketing strategies implemented can influence public awareness and participation in the formation of digital waste bank unit points in Serang City, Banten. The purpose of this study is to analyze the effectiveness of social marketing and digital marketing strategies implemented by Digital Waste Bank, identify factors that influence the formation of unique digital waste bank points, and compile recommendations for social marketing and digital marketing strategies that can increase public awareness and participation in the formation of digital waste bank unit points. The method used is qualitative, data collection techniques using interview guidelines. The results of the study show that the analysis of social marketing and digital marketing implemented by Digital Waste Bank is able to increase public awareness to be able to participate in waste management activities in the environment through the formation of Digital Waste Bank unit points in Serang City, Banten. Although social marketing is more effective than digital marketing because people prefer to interact directly and the majority of people who are members do not understand the use of digitalization, especially social media.