Event Beach Clean Up Sebagai Bentuk Pemasaran Sosial Downstream

Abstract

Pulau Bali berhadapan dengan permasalahan penumpukan sampah plastik dari daerah pantai sampai area laut sebagai dampak peningkatan aktivitas masyarakat. Penelitian ini bertujuan mengetahui pelaksanaan kampanye pelestarian laut di Bali yang dilakukan klub sepak bola Bali United melalui event Beach Clean Up. Konsep yang digunakan dalam penelitian ini adalah event kampanye/pemasaran sosial untuk perubahan perilaku masyarakat pada pelestarian laut di Bali. Jenis penelitian yang digunakan adalah deskriptif kualitatif. Teknik pengumpulan data dengan melakukan dokumentasi, observasi media sosial dan wawancara dengan Head of Creative dan Senior Creative Bali United. Hasil penelitian menunjukkan pelaksanaan event pembersihan pantai di Pantai Purnama, Gianyar, Bali berjalan lancar meskipun yang hadir belum sesuai dengan harapan. Setelah pelaksanaan event, sosialisasi kampanye dilakukan melalui akun media sosial official Bali United. Hasil penelitian juga menunjukkan bahwa event ini berhasil membangun awareness masyarakat Bali  dilihat dari liputan media lokal dan respons masyarakat pada kolom komentar di media sosial. Kegiatan ini juga telah membentuk attitude dan action dari pendukung klub Bali United untuk pengurangan sampah plastik di laut Bali.

The Bali island has been faced with the problem of plastic waste accumulation from the coastal area to the sea area as a result of increased community activities. This study aims to determine the implementation of the marine conservation campaign in Bali by the Bali United football club through the event of Beach Clean Up. The concept used in this research was a social campaign/marketing to change people's behavior in marine conservation in Bali. The research was a qualitative descriptive study. Data was collected using documentation, social media observation and interviews with the Head of Creative and Senior Creative of Bali United. The results showed that the implementation of the event at Purnama Beach, Gianyar, Bali went well even though the attendees did not meet expectations. After the event, the event was covered through Bali United's official social media accounts. The results also showed that this event has succeeded in building awareness of the Balinese people as seen from the coverage in local media and the public response in the comments column on social media. This activity has also formed the attitude and action of the Bali United supporters to reduce plastic waste in the Bali sea.