Gajahlah Kebersihan Persuasive Communication Strategy To Change Community Behavior In Managing Waste (Case Study Of The Community In Pasaran Island, Lampung)

Abstract

The Sustainable Social Innovation Foundation, more commonly known as Gajahlah Kebersihan, is a non-profit organization that encourages young people to take roles in various aspects of community service. One of the community empowerment programs carried out by Gajahlah Kebersihan is to increase community awareness of waste on Pasaran Island. Through this research, the author intends to analyze the persuasive communication strategies implemented by Gajahlah Kebersihan and the obstacles faced in creating a community that is aware and cares about waste on Pasaran Island. The purpose of this research is to uncover and describe the strategies and implementation of persuasive communication by Gajahlah Kebersihan in forming the awareness of the Pasaran Island community towards waste. In this study, because the author wants to describe persuasive communication strategies in increasing community awareness of waste, the appropriate method is qualitative. Data were collected through observation and in-depth interviews with the Gajahlah Kebersihan team, the local RT leader, and the Pasaran Island community. The results of the data analysis are presented in a descriptive narrative form. The results of the study show that Gajahlah Kebersihan applies psychodynamic persuasive communication strategies, sociocultural persuasion strategies, and the meaning constructions persuasion strategies. The program implemented by Gajahlah Kebersihan begins with research, discussions with the community, and providing education and training. Gajahlah Kebersihan uses association techniques, integration, rewards, and arrangement when interacting with the Pasaran Island community.