STRATEGI KOMUNIKASI MISS CIMORY CENTRE DALAM MENERAPKAN SUSTAINABLE DEVELOPMENT MELALUI COMMUNITY EMPOWERMENT : STUDI KASUS PROGRAM MISS CIMORY TAHUN 2022

Anfasa, Ilsarizqi Rahmadhanti (2025) STRATEGI KOMUNIKASI MISS CIMORY CENTRE DALAM MENERAPKAN SUSTAINABLE DEVELOPMENT MELALUI COMMUNITY EMPOWERMENT : STUDI KASUS PROGRAM MISS CIMORY TAHUN 2022. S2 thesis, Universitas Mercu Buana - Menteng.

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Abstract

Pengembangan dan pemberdayaan masyarakat saat ini sedang ramai dibicarakan di masyarakat karena memiliki korelasi yang erat dengan kemajuan dan perubahan negara di masa depan. Perusahaan memiliki tanggung jawab etis dan dapat melakukan investasi sosial yang meningkatkan kualitas hidup masyarakat. Perusahaan diharapkan mampu mengedepankan keberlanjutan dan membantu menyelesaikan berbagai isu-isu sosial. Adanya program Sustainable Development Goals (SDGs) harus mengarah pada perbaikan kesejahteraan ekonomi, sosial dan lingkungan yang berkelanjutan, yang diharapkan dapat tercapai pada tahun 2030 berisi 17 tujuan dan 169 sasaran target. Komunikasi merupakan salah satu bidang yang dipertimbangkan dalam praktik pemberdayaan masyarakat atau community empowerment. Proses pemberdayaan masyarakat dinilai dilakukan dengan tujuan untuk meningkatkan kemampuan dan kemandirian masyarakat guna menaikkan taraf hidup dan membangun masyarakat yang berkelanjutan. Dalam pelaksanaan program Miss Cimory tentu juga diperlukan komunikasi yang baik antar perusahaan dan stakeholders. Fokus pada penelitian ini yaitu, 1) bagaimana strategi komunikasi yang dilakukan oleh Miss Cimory Centre dalam menarik minat masyarakat untuk bergabung menjadi Miss Cimory?, 2) bagaimana penerapan Sustainable Development dalam Program Miss Cimory?, 3) Bagaimana dampak bagi masyarakat yang menjadi Miss Cimory? Penelitian ini menggunakan pendekatan kualitatif dengan metode studi kasus. Paradigma yang digunakan yaitu konstruktivisme. Pengumpulan data diperoleh melalui observasi dan wawancara, dianalisis dengan reduksi data, penyajian data, dan penarikan kesimpulan, serta diuji keabsahan datanya melalui triangulasi teori. Hasil dari penelitian ini adalah, 1) Strategi komunikasi yang dilakukan oleh Miss Cimory Center adalah strategi program. 2) Tahapan strategi komunikasi yang dilakukan mengenal khalayak, menyusun pesan, menetapkan metode, dan menetapkan media. 3) Program Miss Cimory telah mencapai 7 dari 17 target SDGs. 4) Miss Cimory mencapai tiga konsep pemberdayaan masyarakat yaitu, pembedayaan dan kekuasaan, pemberdayaan dan partisipasi, serta pemberdayaan dan edukasi. Community development and empowerment are currently being widely discussed in society because they have a close correlation with the progress and change of the country in the future. Companies have an ethical responsibility and can make social investments that improve the quality of life of the community. Companies are expected to be able to prioritize sustainability and help resolve various social issues. The existence of the Sustainable Development Goals (SDGs) program must lead to improvements in sustainable economic, social and environmental welfare, which are expected to be achieved in 2030 containing 17 goals and 169 target targets. Communication is one of the areas considered in the practice of community empowerment. The community empowerment process is considered to be carried out with the aim of increasing the ability and independence of the community in order to raise the standard of living and build a sustainable society. In implementing the Miss Cimory program, good communication between the company and stakeholders is certainly also needed. The focus of this reserch is, 1) what is the communication strategy carried out by Miss Cimory Center in attracting public interest to join Miss Cimory?, 2) how is the implementation of Sustainable Development in the Miss Cimory Program?, 3) What is the impact on the community who become Miss Cimory? This study uses a qualitative approach with a case study method. The paradigm used is constructivism. Data collection was obtained through observation and interviews, analyzed by data reduction, data presentation, and drawing conclusions, and the validity of the data was tested through theory triangulation. The results of this study are, 1) The communication strategy carried out by Miss Cimory Center is a program strategy. 2) The stages of the communication strategy carried out are getting to know the audience, compiling messages, determining methods, and determining media. 3) The Miss Cimory program has achieved 7 of the 17 SDGs targets. 4) Miss Cimory achieves three concepts of community empowerment, namely, empowerment and power, empowerment and participation, and empowerment and education.

Item Type: Thesis (S2)
NIM/NIDN Creators: 55222120018
Uncontrolled Keywords: Strategi Komunikasi, Pemberdayaan Masyarakat, Tujuan Pembangunan Berkelanjutan, Miss Cimory Communication Strategy, Community Empowerment, Sustainable Development Goals, Miss Cimory.
Subjects: 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi
Divisions: Pascasarjana > Magister Ilmu Komunikasi
Depositing User: FHADHILAH SHAFA ARISTA
Date Deposited: 07 Mar 2025 07:36
Last Modified: 07 Mar 2025 07:36
URI: http://repository.mercubuana.ac.id/id/eprint/94717

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