Pendekatan Pemasaran Sosial Untuk Peningkatan Inklusi Keuangan Bagi Masyarakat Kurang Mampu [A Social Marketing Approach to Increase Financial Inclusion for Underprivileged Communities]
DOI:
https://doi.org/10.19166/derema.v14i2.1418Kata Kunci:
financial inclusion, social marketing, bantuan pangan non-tunai, marketing communicationAbstrak
This research attempt to explore financial inclusion program executed through cashless food aid conducted by Ministry of Social Services[m1] , Indonesia’s Bank and Indonesia’s Financial Services Authority. Cashless food aid enable the underprivileged society that formerly have no access at all to financial or banking services, to finally have bank account, ATM card, and even doing their cashless transaction through e-stall. However, practically this program is facing some obstacles, especially on technology adoption by underprivileged society. Through social marketing approach, it is expected that financial inclusion program in Indonesia will have more precise strategy. Social marketing itself, has been demonstrated to be an effective tools of behavior change, especially on health initiatives and poverty reduction (Truong & Hall, 2015) Using qualitative method, this research is doing in depth interview with 15 beneficiaries’ family in Mojokerto as the receiver cashless food aid, to have insight on how they perceive financial inclusion program, what are their obstacles, and what are their expectations from this program. By analyze through the social marketing’s approach, the result of this research showed that facilitating condition, interpersonnal communication, and intense socialization, are played an important role on succeding the financial inclusion program as the key to the barriers that is faced by the beneficiaries family when performing behavioral change on financial activity.
Bahasa Indonesia Abstrak: Penelitian ini berusaha mengeksplorasi program inklusi keuangan yang dilakukan lewat penyaluran bantuan pangan non-tunai oleh Kementrian Sosial, Bank Indonesia, dan OJK. Penyaluran bantuan pangan non-tunai memungkinkan masyarakat kurang mampu yang sebelumnya tidak memiliki akses sama sekali terhadap layanan keuangan, untuk akhirnya bisa memiliki rekening bank mereka sendiri, kartu ATM , dan juga melakukan transaksi non-tunai melalui warung tertentu yang telah ditunjuk. Namun demikian, aplikasi dari program ini juga mengalami beberapa hambatan, terutama dalam hal adopsi teknologi yang harus ditunjukkan oleh keluarga penerima bantuan. Melalui pendekatan pemasaran sosial, diharapkan program inklusi keuangan di Indonesia akan bisa mendapatkan strategi yang lebih tepat. Pemasaran sosial sendiri telah lama menunjukkan keefektivitasannya dalam upaya peubahan perilaku, terutama untuk inisiasi kesehatan dan pengentasan kemiskinan (Truong & Hall, 2015). Dengan menggunakan pendekatan kualitatif, penelitian ini melakukan wawancara mendalam dengan 15 keluarga penerima manfaat di Mojokerto, dengan tujuan mendapatkan pandangan yang lebih mendalam atas program ini, hambatan, serta harapan mereka. Dengan melakukan proses analisa menggunakan pendekatan pemasaran sosial, hasil dari penelitian ini menunjukkan bahwa kondisi yang memfasilitasi, komunikasi interpersonal, serta sosialisasi yang intense memainkan peranan penting dalam mensukseskan program inklusi keuangan, sebagaimana hal tersebut merupakan cara mengatasi hambatan yang dihadapi keluarga penerima manfaat saat melakukan perubaha perilaku dalam hal aktivitas finansial.
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