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Determinants on the Effectiveness of the Non-Formal Education for Vulnerable Women Health programs During the Covid19 Pandemic in West Java Using the PDCL Model
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| Author:
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ATALIA PRARATYA, SUSANNE DIDA, DADANG SUGIANA, PURWANTI HADISIWII, UMI NARIMAWATI
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| Abstract:
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The aim of the research is find out the effectiveness of the PDCL branding model on the implementation of the “SekoperCinta” health program during the Covid19 Pandemic. This research employs quantitative and qualitative approach. The data collection instruments used are questionnaire, depth interview, direct involved observation and documents study. The respondents under study are as much as 100 members selected using the purposive method, and 4 (four) outstanding informants. The quantitative data is analyzed using the path analysis; while the qualitative data is analyzed using the text analysis method. The research findings show that the stages of branding that has been carried out successfully to increase the effectiveness of the health program. Simultaneously, the independent variables of positioning the brand, delivering the brand performance, communicating the brand and leveraging the brand equity affect on the effectiveness of the health program significantly. Partially, the positioning the brand affects the effectiveness of the health program significantly, delivering the brand performance affects the effectiveness of the health program significantly, communicating the brand affects the effectiveness of the health program significantly and leveraging the brand equity on the effectiveness of the health program affects the effectiveness of the health program significantly. The most influential factor on the effectiveness of the health programduring the Covid19 Pandemic originates from the leveraging the brand equity.
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| Keyword:
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branding, non formal education, vulnerable women, positioning, delivering, communicating and leveraging.
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| EOI:
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| DOI:
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https://doi.org/10.31838/ijpr/2021.13.02.119
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| Download:
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Request For Article
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