HIDAYAT, INKGANITA PUTRI (2025) STRATEGI KOMUNIKASI PERSUASIF BANK SAMPAH JAYADANAKIRTI DI KOTA TANGERANG SELATAN DALAM MEMBANGUN KESADARAN MASYARAKAT. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The Jayadanakirti Waste Bank seeks to increase public awareness regarding the importance of waste sorting from home through persuasive communication strategies. The focus of this research is how the strategy is carried out in mobilizing citizens' knowledge, attitudes, and behaviors towards waste management. This study aims to analyze the application of persuasive communication in encouraging community participation and community-based environmental awareness changes. This study uses the theory of DeFleur & Ball-Rokeach persuasive strategy which includes psychodynamic, sociocultural, and meaning construction strategy; McGuire's persuasive communication stages (presentation–behaviour); and indicators of community awareness that develop gradually through knowledgeattitudes-behaviors based on Jamanti. The three theoretical frameworks are used as analytical instruments to see the relationship between strategies, persuasion processes, and the development of citizen awareness. This research uses the postpotivism paradigm with a descriptive qualitative method. The data collection technique was in the form of in-depth interviews, and documentation, with the selection of informants by purposive sampling consisting of two key informants (core managers of the Jayadanakirti Waste Bank) and three supporting informants from the community. Data analysis was carried out through the stages of reduction, data presentation, and conclusion drawing according to Miles & Huberman, and tested for validity using triangulation method. The results of the study show that all stages of McGuire's persuasion have been applied. Persuasive strategies touch on emotional, social, and the formation of new meanings through direct education and the use of digital media. Public awareness has increased in terms of knowledge and attitudes, but waste sorting behavior is still inconsistent due to obstacles of habit, time, and motivation. The changes that have been formed are still dominant in the cognitive and affective domains, so continuous assistance is needed to strengthen environmentally conscious behavior on a regular and sustainable basis. Keywords: Persuasive Communication, Communication Strategy, Waste Bank, Community Participation, Environmental Awareness. Bank Sampah Jayadanakirti berupaya meningkatkan kesadaran masyarakat terkait pentingnya pemilahan sampah sejak dari rumah melalui strategi komunikasi persuasif. Fokus penelitian ini yaitu bagaimana strategi tersebut dijalankan dalam menggerakkan pengetahuan, sikap, dan perilaku warga terhadap pengelolaan sampah. Penelitian ini bertujuan untuk menganalisis penerapan komunikasi persuasif dalam mendorong partisipasi masyarakat serta perubahan kesadaran lingkungan berbasis komunitas. Penelitian ini menggunakan teori strategi persuasif DeFleur & Ball-Rokeach yang mencakup psychodynamic, sociocultural, dan meaning construction strategy; tahapan komunikasi persuasif McGuire (presentation–behaviour); serta indikator kesadaran masyarakat yang berkembang secara bertahap melalui pengetahuansikap-perilaku berdasarkan Jamanti. Ketiga kerangka teori tersebut digunakan sebagai instrumen analisis untuk melihat keterkaitan strategi, proses persuasi, dan perkembangan kesadaran warga. Penelitian ini menggunakan paradigma postpotivisme dengan metode kualitatif deskriptif. Teknik pengumpulan data berupa wawancara mendalam, dan dokumentasi, dengan pemilihan informan secara purposive sampling yang terdiri atas dua informan kunci (pengelola inti Bank Sampah Jayadanakirti) dan tiga informan pendukung dari masyarakat. Analisis data dilakukan melalui tahapan reduksi, penyajian data, dan penarikan kesimpulan menurut Miles & Huberman, serta diuji keabsahannya menggunakan triangulasi metode. Hasil penelitian menunjukkan bahwa seluruh tahapan persuasi McGuire telah diterapkan. Strategi persuasif menyentuh aspek emosional, sosial, dan pembentukan makna baru melalui edukasi langsung serta pemanfaatan media digital. Kesadaran masyarakat meningkat pada aspek pengetahuan dan sikap, namun perilaku memilah sampah masih belum konsisten karena hambatan kebiasaan, waktu, dan motivasi. Perubahan yang terbentuk masih dominan pada ranah kognitif dan afektif, sehingga pendampingan berkelanjutan diperlukan untuk memperkuat perilaku sadar lingkungan secara rutin dan berkelanjutan. Kata Kunci: Komunikasi Persuasif, Strategi Komunikasi, Bank Sampah, Partisipasi Masyarakat, Kesadaran Lingkungan.
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