IMPLEMENTASI SOCIAL MARKETING DALAM PROGRAM CREATING SHARED VALUE PT PUPUK INDONESIA (Persero) (Studi Pada Program Social Tour Dambaan di Desa Dieng Kulon Periode 2023-2024 )

ARAFAT, YASSER (2025) IMPLEMENTASI SOCIAL MARKETING DALAM PROGRAM CREATING SHARED VALUE PT PUPUK INDONESIA (Persero) (Studi Pada Program Social Tour Dambaan di Desa Dieng Kulon Periode 2023-2024 ). S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Edukasi pemupukan berimbang menjadi isu krusial dalam upaya mewujudkan pertanian berkelanjutan, khususnya melalui pemanfaatan pupuk non-subsidi yang tepat dosis dan waktu. Selama ini, petani yang menggunakan pupuk bersubsidi yang kerap berdasarkan perkiraan tanpa ukuran. Kondisi tersebut berdampak pada penurunan kualitas tanah, inefisiensi biaya produksi, serta penurunan produktivitas hasil tani. Oleh karena itu, diperlukan pendekatan edukatif yang mampu mengarahkan perilaku petani dalam menggunakan pupuk non-subsidi bukan sekadar alternatif, melainkan bagian dari strategi pemupukan berimbang yang mendukung produktivitas jangka panjang. Menanggapi situasi tersebut, lahirlah program strategis Social Tour Dambaan sebagai bentuk adaptasi kebijakan sekaligus intervensi sosial yang terarah. Tujuan riset melihat implementasi pelaksanaan program, beserta kegiatan di dalamnya. Penelitian ini meninjau enam studi terdahulu yang mayoritas mengkaji konsep CSR dengan pendekatan social marketing. Di antara literatur tersebut, terdapat satu riset mengenai Creating Shared Value (CSV) yang relevan dan sejalan dengan kerangka teoretis yang digunakan dalam penelitian ini. Menggunakan metode kualitatif deskriptif dengan paradigma konstruktivis, penelitian ini menggali data melalui wawancara mendalam kepada tujuh orang informan dari pihak perusahaan, pemdes, BUMDes, dan peserta. Melalui pendekatan ini, peneliti berupaya memahami konstruksi pemikiran dan penjelasan masing-masing pihak mengenai proses serta realita pelaksanaan program yang dijalankan Program Social Tour Dambaan berhasil mengintegrasikan Pemasaran Sosial (4P) dan Creating Shared Value (CSV). Melalui edukasi dan mitigasi biaya, program ini mendorong adopsi pemupukan berimbang pupuk non subsisdi, sekaligus menciptakan nilai ekonomi bersama lewat pengembangan Kios BUMDes. Meskipun sempat menghadapi hambatan komunikasi di awal, pelibatan aktif masyarakat dan sosialisasi terbukti efektif membangun kepercayaan. Fokus pada dampak jangka panjang dan yang memastikan perubahan perilaku yang berkelanjutan, menciptakan sinergi antara keuntungan bisnis korporasi dan kesejahteraan sosial dan ekonomi komunitas Balanced fertilization education is a crucial issue in achieving sustainable agriculture, specifically through the use of non-subsidized fertilizers with precise dosage and timing. Historically, farmers using subsidized fertilizers often relied on estimates without measurement. This condition impacted soil quality degradation, production cost inefficiency, and decreased farming productivity. Therefore, an educational approach is needed to direct farmers' behavior in using non-subsidized fertilizers not merely as an alternative, but as part of a balanced fertilization strategy that supports long-term productivity. Responding to this situation, the Social Tour Dambaan strategic program was established as a form of policy adaptation and targeted social intervention. This research aims to examine the program's implementation and its internal activities. This study reviews six previous studies that mostly examine CSR concepts using a social marketing approach. Among those literatures, there is one research on Creating Shared Value (CSV) that is relevant and aligned with the theoretical framework used by the researcher. Using a descriptive qualitative method with a constructivist paradigm, this research gathered data through in-depth interviews with seven informants from the company, village government, BUMDes, and participants. Through this approach, the researcher seeks to understand each party's thought construction and explanation regarding the process and reality of the program's implementation. The Social Tour Dambaan program successfully integrated Social Marketing (4P) and Creating Shared Value (CSV). Through education and cost mitigation, this program encouraged the adoption of non-subsidized balanced fertilization, while creating shared economic value through BUMDes Kiosk development. Although facing initial communication barriers, active community involvement and socialization proved effective in building trust. A focus on long-term impact ensures sustainable behavioral change, creating synergy between corporate business profits and the socio-economic welfare of the community.

Item Type: Thesis (S1)
NIM/NIDN Creators: 44321120021
Uncontrolled Keywords: Pemasaran Sosial, Creating Shared Value (CSV), Pupuk Indonesia, Perubahan Perilaku, BUMDes. Social Marketing, Creating Shared Value (CSV), Pupuk Indonesia, Behavior Change, BUMDes.
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: ZAIRA ELVISIA
Date Deposited: 03 Feb 2026 03:48
Last Modified: 03 Feb 2026 03:48
URI: http://repository.mercubuana.ac.id/id/eprint/100819

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