eprintid: 142639 rev_number: 24 eprint_status: archive userid: 220104 dir: disk0/00/14/26/39 datestamp: 2025-10-08 09:41:46 lastmod: 2025-10-08 09:41:46 status_changed: 2025-10-08 09:41:46 type: thesis metadata_visibility: show creators_name: Alda Aulia Nisa, - creators_name: Elly Malihah Setiadi, - creators_name: Vidi Sukmayadi, - creators_nim: NIM1801544 creators_nim: NIDN0025046603 creators_nim: NIDN0022108206 creators_id: aldaaulianisa@upi.edu creators_id: ellyms@upi.edu creators_id: vsukmayadi@upi.edu contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_type: http://www.loc.gov/loc.terms/relators/THS contributors_name: Elly Malihah Setiadi, - contributors_name: Vidi Sukmayadi, - contributors_nidn: NIDN0025046603 contributors_nidn: NIDN0022108206 contributors_id: ellyms@upi.edu contributors_id: vsukmayadi@upi.edu corp_creators: Elly Malihah Setiadi corp_creators: Vidi Sukmayadi title: STRATEGI KOMUNIKASI DALAM KAMPANYE LINGKUNGAN DI MEDIA SOSIAL: Studi Kasus pada Kampanye Citarum Harum oleh Dinas Komunikasi dan Informatika Provinsi Jawa Barat ispublished: pub subjects: HD subjects: P1 subjects: TP divisions: IK full_text_status: restricted keywords: Strategi Komunikasi, Kampanye Lingkungan, Media Sosial, Citarum Harum, Diskominfo Jawa Barat. Communication Strategy, Environmental Campaign, Social Media, Citarum Harum, West Java Communication and Informatics Office. note: https://scholar.google.com/citations?view_op=new_profile&hl=en ID SINTA Dosen Pembimbing Elly Malihah Setiadi 5978468 Vidi Sukmayadi 5975463 abstract: Permasalahan lingkungan di Sungai Citarum yang sempat mendapati predikat salah satu sungai terkotor di dunia mendorong pemerintah melalui Dinas Komunikasi dan Informatika Provinsi Jawa Barat (Diskominfo Jabar) untuk melaksanakan kampanye lingkungan Citarum Harum. Sejak diluncurkan pada tahun 2018, program ini menjadi gerakan yang berfokus pada pemulihan kualitas air, pengelolaan limbah, revitalisasi ekosistem, serta kampanye komunikasi publik untuk meningkatkan kesadaran dan partisipasi masyarakat. Penelitian ini bertujuan untuk menganalisis bagaimana strategi komunikasi direncanakan dan diimplementasikan, sekaligus mengidentifikasi hambatan yang dihadapi serta dampaknya terhadap perubahan perilaku masyarakat. Metode penelitian menggunakan studi kasus dengan pendekatan kualitatif. Data diperoleh melalui wawancara mendalam dengan empat narasumber kunci yang terlibat langsung dalam pengelolaan kampanye, serta analisis dokumen dari konten digital yang dipublikasikan di media sosial. Hasil penelitian menunjukkan bahwa strategi komunikasi disusun dalam dokumen Strakom yang mencakup tujuan, segmentasi audiens, pesan utama, saluran komunikasi, dan rencana aksi sesuai konsep strategi komunikasi Cangara. Implementasi dilakukan melalui konten digital yang beragam di berbagai media sosial mirroring dari Instagram. Beberapa konten dibantu dengan paid boosting serta koordinasi lintas instansi supaya tersebar luas. Hambatan yang muncul antara lain keterbatasan data teknis, birokrasi dalam validasi konten, keterbatasan anggaran tambahan, dan tantangan koordinasi antar-sektor. Simpulan penelitian menegaskan bahwa strategi komunikasi menekankan pada potensial isu yang berbasis data, kolaboratif, dan adaptif terbukti meningkatkan efektivitas kampanye. Hal ini memperlihatkan relevansi teori Cangara dengan praktik komunikasi lingkungan dalam mendorong perubahan perilaku masyarakat menuju pelestarian Sungai Citarum. The environmental problems in the Citarum River, which was once labeled as one of the most polluted rivers in the world, encouraged the Government of West Java Province through the Communication and Informatics Office (Diskominfo Jabar) to launch the Citarum Harum environmental campaign. Since its initiation in 2018, this program has become a movement focusing on improving water quality, waste management, ecosystem revitalization, and public communication campaigns to raise awareness and foster community participation. This study aims to analyze how communication strategies were planned and implemented, while also identifying the challenges encountered and their impact on behavioral change within society. The research employed a case study with a qualitative approach. Data were obtained through in-depth interviews with four key informants directly involved in the campaign management, complemented by document analysis of digital content published on social media platforms. The findings reveal that the communication strategy was outlined in a Strakom document, which included objectives, audience segmentation, key messages, communication channels, and an action plan, aligned with Cangara’s communication strategy concept. Implementation was carried out through diverse digital content across multiple social media platforms, particularly Instagram, with some content supported by paid boosting and inter-agency coordination to maximize outreach. Challenges included limited technical data, bureaucratic hurdles in content validation, restricted additional funding, and inter-sectoral coordination issues. The study concludes that a data-driven, collaborative, and adaptive communication strategy focusing on potential issues has proven effective in enhancing campaign outcomes. These findings highlight the relevance of Cangara’s theory to environmental communication practices in fostering behavioral change and promoting the preservation of the Citarum River. date: 2025-08-26 date_type: published institution: Universitas Pendidikan Indonesia department: KODEPRODI70201#Ilmu_Komunikasi_S1 thesis_type: other thesis_name: other official_url: https://repository.upi.edu/ related_url_url: https://repository.upi.edu/ related_url_type: org citation: Alda Aulia Nisa, - and Elly Malihah Setiadi, - and Vidi Sukmayadi, - (2025) STRATEGI KOMUNIKASI DALAM KAMPANYE LINGKUNGAN DI MEDIA SOSIAL: Studi Kasus pada Kampanye Citarum Harum oleh Dinas Komunikasi dan Informatika Provinsi Jawa Barat. S1 thesis, Universitas Pendidikan Indonesia. document_url: http://repository.upi.edu/142639/1/S_IKOM_1801544_Title.pdf document_url: http://repository.upi.edu/142639/2/S_IKOM_1801544_Chapter1.pdf document_url: http://repository.upi.edu/142639/3/S_IKOM_1801544_Chapter2.pdf document_url: http://repository.upi.edu/142639/4/S_IKOM_1801544_Chapter3.pdf document_url: http://repository.upi.edu/142639/5/S_IKOM_1801544_Chapter4.pdf document_url: http://repository.upi.edu/142639/6/S_IKOM_1801544_Chapter5.pdf document_url: http://repository.upi.edu/142639/7/S_IKOM_1801544_Appendix.pdf