A SOCIAL MARKETING APPROACH TO VALUE CREATION IN FINANCIAL INCLUSION

This study aims to explore value creation in financial inclusion using a social marketing approach. Some studies of value are more focused on the context of commercial marketing using an economic approach, resulting in a lack of value investigation in the context of social marketing, especially in Indonesia. Financial inclusion is a program that the Indonesian government promotes massively. One strategy for the success of financial inclusion is through non-cash food assistance carried out by the Indonesian Ministry of Social Affairs. In-depth interviews with 15 beneficiary families, as recipients of non-cash food assistance, in Mojokerto, Indonesia were carried out to gain overall insight on the value creation in financial inclusion. This exploratory study uses qualitative method with an experiential approach. The results of the study show that value creation in financial inclusion has two dimensions: functional value and emotional value.