TOWARDS GOOD GOVERNANCE, LEADERSHIP AND DECENT LIVEHOOD FOR WOMEN
ROCHIMAH, TRI HASTUTI NUR
NURNISYA, FRIZKI YULIANTI
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This paper examines how the implementation of social marketing is carried out by Aisyiyah as Islamic women's organization in the field of reproductive health. Since it was established in 1917, Aisyiyah has committed to improve the health of women, including reproductive health. Aisyiyah, which the organizational structure is from local to national level, provides opportunities to conduct social marketing activities dealing with reproductive health issues. “Commitment is underpinned by Aisyiyah’s concerns over wowen’s health issues like high Maternal Mortality Rate (MMR), high Infant Mortality, lack of women’s understanding of reproductive healt problems, lack of women’s vulnerability understanding, and lack of reproduction. The implementation of social marketing was conducted in three districts which were Serang–Banten, Kendal–Cental Java, and Bantul–Yogyakarta..These circumstances encouraged Aisyiyah to conduct social marketing of reproductive health problems. The implementation of social marketing of reproductive health is a pilot project which will further be developed in all parts of Indonesia. This study is an evaluation research, evaluating the implementation of reproductive health social marketing activities conducted by Aisyiyah. Data was collected through in-depth interviews, focus group discussions and document data. Data analysis was conducted descriptively to describe how either of the components of social marketing communicators, communicant, messages, media and the obstacles in conducting social marketing was implemented. The findings of this study would be the recommendation for Aisyiyah to conduct the next social marketing.