Liwang, Sherli Irene Putri (2020) STRATEGI KAMPANYE SOSIAL ‘’ INDONESIA BEBAS PLASTIK ‘’ DI PT LUXINDO RAYA MELALUI MEDIA SOSIAL. S1 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahuistrategi kampanye yang diterapkan oleh Marketing di PT. Luxindo Raya yang juga mejalankan fungsi Public Relations untuk meningkatkan kesadaran masyarakat dalam mengurangi penggunaan botol plastik sekali pakai. Penelitian ini juga bertujuan untuk mengetahui strategi, efektifitas serta faktor yang menjadi penghambat dalam menjalankan kampanye sosial Indonesia Bebas Plastik di media sosial. Penelitian ini menggunakan teori komunikasi sosial. Menurut Muzafer Sherif Komunikasi sosial adalah suatu kesatuan sosial yang terdiri dua atau lebih individu yang telah mengadakan interaksi sosial yang cukup intensif dan teratur, sehingga diantara individu itu sudah terdapat pembagian tugas, struktur, dan norma – norma tertentu. Penelitian ini menggunakan pendekatan deskriptif kualitatif dan metode studi kasus. Teknik pengumpulan data menggunakan wawancara mandalam, observasi non-partisipan dan dokumentasi. Teknik penyajian ada 3 yakni: mereduksi data, penyajian data dan yang terakhir melakukan penarikan kesimpulan. Hasil penelitian menunjukan strategi dari kampanye sosial ditemukan yaitu: a) Strategi publikasi: melakukan penyebaran pesan atau melalui platform digital yakni sosial media. b) Strategi mempengaruhi, dengan membujuk melalui teknik sugesti yang dapat merubah pola pikir masyarakat agar sadar pentingnya pengurangan penggunaan botol plastik kemasan sekali pakai. Faktor penghambat dalam menjalankan kampanye sosial ini adalah pendanaan, dibutuhkan nya dana untuk beriklan dalam skala besar serta kurangnya kesadaran masyarakat dalam menerapkan pengurangan pemakaian botol plastik. Keyword: Strategi, Kampanye Sosial, Public Relations. This research aims to determine the campaign strategy implemented by Marketing in PT. Luxindo Raya which also run Public Relationsfunction toincrease public awareness in reducing the use of disposable plastic bottles. The research also aims to determine the strategy, effectiveness and factors that become the obstacle in running the Indonesian plastic free social campaign on social media. This research uses social communicationtheory. According to Muzafer SheriF Social Communication is a social unity consisting of two or more individuals who have conducted a fairly intensive and orderly social interaction, so that among individuals there is already a division of tasks, structures, and certain norms. This study uses a qualitative descriptive approach and case study method. Data collection techniques using depth interviews, non-participant observation and documentation. There are 3 Presentation technique: reducing data, presenting data and the last one to draw conclusions. The results of the study showed that the strategy of social campaigns was found: a) Publication strategy: to spread the message or through a digital platform that issocial media. b) The strategy affects, by going through a suggestiontechnique that can change the community's mindset to be aware of the importanceof reducing the use of disposable plastic bottles. The inhibitory factor in running this social campaign is funding, it takes his funds to advertise on a large scale as well as a lack of public awareness in applying a reduction in the use of plastic bottles. Keyword: strategy, social campaign, Public Relations.
| Item Type: | Thesis (S1) |
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| NIM/NIDN Creators: | 44216110135 |
| Uncontrolled Keywords: | Keyword: Strategi, Kampanye Sosial, Public Relations,strategy, social campaign, Public Relations. |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | TIA FEBRIANA ABABIL |
| Date Deposited: | 18 Jan 2023 07:23 |
| Last Modified: | 18 Jan 2023 07:23 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/73543 |
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