Social Marketing Communication Strategy Analysis Muhammadiyah COVID-19 Command Center (MCCC) in Digital Socialization to Prevent the Spread of COVID-19

Abyan Daffa Ulaa., Suciati. and Erwan Sudiwijaya
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Abyan Daffa Ulaa.: Universitas Muhammadiyah Yogyakarta
Suciati.: Universitas Muhammadiyah Yogyakarta
Erwan Sudiwijaya: Universitas Muhammadiyah Yogyakarta

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 13, 1-26

Abstract: President Jokowi issued Presidential Decree Number 7 of 2020 on March 13, 2020, by forming the Task Force for the Acceleration of Handling of Corona Virus Disease 2019 (COVID-19). The implementation of the Task Force can involve and/or coordinate with ministries/non-ministerial government agencies, central and regional government agencies, the private sector, and other parties deemed necessary. This phenomenon was captured by the Muhammadiyah community organization by establishing the MCCC (Muhammadiyah Covid-19 Command Center). Muhammadiyah has proven to be the institution that cares most about handling Covid-19. The task of this institution is to provide digital socialization to the Indonesian people, especially in the behavior of preventing the transmission of COVID-19. This research is descriptive, using data collection techniques such as interviews and documentation. The data analysis technique uses an interactive model from Miles and Huberman, while the data validity test uses source triangulation. The research findings state that MCCC carries out a series of stages of digital socialization in handling COVID-19. Environmental analysis is done by updating information about COVID-19 news data from the Ministry of Health of the Republic of Indonesia. Targeting is determined by taking the productive age of 18-34 years. Designing includes the use of the tagline “Optimistic in Facing COVID-19, which is socialized through social media starting from the website, Facebook, Instagram, YouTube, and Twitter. MCCC also collaborates with partners, including Muhammadiyah TV, Kompas TV, Suara Muhammadiyah, LensaMu, Narasi TV, Gramasurya, and DFAT Australia. Government policy in the Minister of Health Regulation No. 23 of 2023 concerning guidelines for handling COVID-19 is the legal basis for MCCC in carrying out its duties. Some of the challenges in implementing COVID-19 prevention communication strategies include resource readiness, effective and targeted communication, and local culture and beliefs. In the final stage, MCCC provides reporting as an evaluation of the results of activities every 3 months. The success of the Muhammadiyah COVID-19 Command Center (MCCC) in overcoming the COVID-19 pandemic can be seen through various strategic and measurable outcomes developed through comprehensive programs. The steps taken by MCCC have received widespread appreciation from various groups, including the general public, government, and international institutions. The award reflects MCCC’s significant contribution in helping to overcome the impact of the pandemic.

Date: 2024
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