CHURCH MARKETING: THE EFFECT OF PROMOTIONAL STRATEGIES ON CHURCH GROWTH IN MANADO
Abstract: The common concept
of marketing that is typically using by the profit organization, has also been
applied to the nonprofit organization. In North Sulawesi specifically in
Manado, one of the nonprofit organizations that started to apply a
business-like technique by the promotional strategies is church organization,
following by a gradual development and competition in attracting more
congregations. This study aims to test the effect of promotional strategies
which are advertising, personal selling, public relation/publicity, direct
marketing and sales promotion towards church growth. This research applied
causal type with quantitative research method. Population of this study are 300
respondents from Gereja Masehi Injili di Minahasa (GMIM), Gereja Bethany
Indonesia and Gereja Tiberias Indonesia. Findings indicate that advertising,
personal selling and sales promotion are significantly influence the church
growth. Meanwhile, public relation and direct marketing are insignificantly
influence the church growth. As the recommendations, church needs to empower
the existing promotional resources for the better way of communicating and
attracting people to get involved in church activities.
Keywords: church marketing,
promotional strategies, church growth
Penulis: Kitara Runtuwene,
S.L.H.V Joyce Lapian, Merinda Pandowo
Kode Jurnal: jpmanajemendd180342
