Implementasi Pemasaran Sosial dalam Membangun Budaya Membaca (Studi Kasus pada Komunitas Duduk Baca di Kota Malang)

The low level of reading culture in Indonesia indicates that various literacy programs implemented so far have not been fully effective in establishing sustainable reading habits in everyday life. This issue is not only related to the availability of access to reading materials, but also to how reading activities are perceived, accepted, and practiced as a social behavior within society. Many literacy programs still focus on short-term activities and have not sufficiently encouraged long-term changes in reading behavior. Therefore, a social marketing approach becomes relevant, as it places behavioral change as the primary objective through the planned implementation and management of programs. In this context, communities play an important role as social spaces that are able to provide reading experiences that are accessible, relevant, and sustainable for the public.

This study employs a qualitative approach using a descriptive case study design. The analytical framework refers to the concept of social marketing proposed by Donovan and Henley (2010) as a development of the model by Kotler and Lee (2008), particularly through audience segmentation and the seven elements of the social marketing mix: Product, Price, Place, Promotion, People, Partnership, and Policy. Data were collected through interviews with two informants and were supported by observation and documentation. Data analysis was conducted through the stages of data reduction, data display, and conclusion drawing. The findings indicate that the Duduk Baca Community has implemented social marketing elements through the provision of access to books, routine reading activities, the use of communication media, and volunteer management, although several elements still require continuous strengthening.