Building the Awareness of Indonesian People for Blood Donors (In A Study of Consumer Behavior)
Donating blood is still become a big problem in under-develop country, specifically Indonesia, because the blood
supply is always deficit (www.udd.pmi-jateng.or.id). Thus, the hospital always lacks blood when it will provide relief to
patients who need transfusions. This study wants to give insight about how to increase the awareness of people through
intention for donating blood. Of the 200 donators as a sample, the result of study explains that incentive is the most
interesting variable that can influence individual in donating blood. While the risk is not variable that affects individual in
donating blood. In this study also found that the awareness of people in donating blood depends on altruism. It means that in
high altruism, both incentive and risk are not variables that influence attitude and intention in donating blood, while in low
altruism, both incentive and risk influence attitude and intention in donating blood. This study gives some suggestions that in
promoting blood donors, the Government should give the full attention towards individuals with the different of altruism in
building the strategies to increase the blood donors.
Key words - Donating Blood, Altruism, Incentive, Risk, Intention, Attitude.