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Tria Patrianti
Universitas Muhammadiyah Jakarta
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Journal : prologia

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Kampanye Public Relations #BeautyEverAfter dalam Pengelolaan Limbah Kosmetik: Kecantikan Vs Keberlanjutan Putri, Ananda Devina; Patrianti, Tria
Prologia Vol. 7 No. 2 (2023): Prologia
Publisher : Fakultas Ilmu Komunikasi Universitas Tarumanagara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24912/pr.v7i2.26069

Abstract

Abstract The increase in sales of cosmetic products is directly proportional to the volume of waste that will be generated. Not only packaging waste, chemical waste contained in cosmetics is also harmful to the environment because it contains residues that can reduce the quality of waste when recycled. This research aims to discuss the stages of the Beautynesia #BeautyEverAfter public relations campaign strategy in changing public behavior in managing cosmetic waste and knowing the supporting and inhibiting factors in the #BeautyEverAfter public relations campaign. This research uses Bobbit Sullivan and Anne Gregory's Public Relations Campaign Strategy Theory and Antar Venus' Stages of Behavior Change Theory. The research method used was descriptive qualitative. Data collection was carried out using interview and observation techniques. The results showed that Beautynesia's public relations campaign strategy was successful in one month because it achieved the objectives of the #BeautyEverAfter campaign. In addition, there are supporting and inhibiting factors in the running of the #BeautyEverAfter campaign such as coordination carried out solidly by the Beautynesia team and the team that collaborates the obstacle is that the preparation time for the #BeautyEverAfter campaign is done briefly so that the preparation is not optimal. Abstrak Peningkatan penjualan produk kosmetik berbanding lurus dengan volume limbah yang akan dihasilkan. Tidak hanya sampah kemasan, limbah kimia yang terkandung dalam kosmetik juga berbahaya bagi lingkungan karena mengandung residu sehingga dapat mengurangi kualitas sampah ketika di daur ulang. Penelitian ini bertujuan untuk membahas tahapan strategi kampanye public relations Beautynesia #BeautyEverAfter dalam mengubah perilaku publik mengelola limbah kosmetik dan mengetahui faktor pendukung dan penghambat dalam kampanye public relations #BeautyEverAfter. Penelitian ini menggunakan Teori Strategi Kampanye public relations Bobbit Sullivan dan Anne Gregory serta Teori Tahapan Perubahan Perilaku Antar Venus. Metode penelitian yang digunakan kualitatif deskriptif. Pengumpulan data dilakukan dengan teknik wawancara dan observasi. Hasil penelitian menunjukkan strategi kampanye public relations Beautynesia dikatakan berhasil dalam periode satu bulan untuk mencapai tujuan dari kampanye #BeautyEverAfter. Selain itu, terdapat faktor pendukung dan penghambat dalam berjalannya kampanye #BeautyEverAfter seperti koordinasi dilakukan secara solid oleh tim Beautynesia dan tim yang bekerjasama serta penghambatnya yakni waktu persiapan kampanye #BeautyEverAfter dilakukan secara singkat sehingga persiapan tidak optimal.
Co-Authors Abdur Rahman Al Akmal Aditya, Muhammad Rizqi Agus Hermanto Agus Hermanto Ahmad Fahri Ahmad Noval Ahmad Soleh Alfareji Febrian Hanom Alief Givani Ramadhan Alycia Febytha Maruti Amilya, Risca Amin Shabana Aminah Swarnawati Anindia Fardien Aulia, Rihlah Nur Aurell, Rachell Ayu Ria Lestari Azzahra, Fathiyah Betas, Dieki Ferosa Binol, Rizanto Cecep Effendi Chaer Ranie Cahyaningsih Cindy Amelia, Cindy Dewi Pariani Dian Islami Dian Istiaty Dian Khaeran Khaeran Djoni Gunanto Endang Rudiatin Evi Satispi Fadhillah, Febian Rifky Fasha Ashri Octavia Fauzalia, Dian Fauzan Pardomuan Fina Abiyya Agustin Mubarokah Gatot Repli Handoko Gilang Handoko Gilang Wasis Danuarta Habibatul Wa’dah Hafsya Nur Abida Haryati Hasna, Sofia Iftatunnisa, Putri Vania Indah Meilina Indira Dwi Kusumawardani Indriyani Idris Iskandar, Azis Ismed Kelibay Istisari Bulan Lageni Izzatusholekha Jazil Nusaf Aini Jumroni Karmanto Karmanto Kelly Ayu Anggraeni Laila Yumna Liizzatil Jazil Nusaf Aini Lusi Andriyani M. Zulfikar Ismail Makroen Sanjaya Mamun Murod Mansoer, Faizah Kamilla Mawar Mawar Mawar Meilina, Indah Mohammad H. Holle Mudzakkir, Varda Lu’lu Suci Muhammad Cahya Panca Wijaya Muhammad Faqih Rusyda Muhammad Farhan Nugraha Muhammad Ryanto Mustaqim, Hafidz Mutmainah Mutmainah Nabila Kanaya Winata Nabila Putri Meitana Nani Nurani Muksin Nasywa Damayanti Nayla Nurially Sofyan Neima Aulia nelly nuroniah Noni Nur Oktaviani Nur Muhamad Iqbal Oktaviana Purnamasari Oktaviana Purnamasari Pariani, Dewi Pramudita Rifky Wardani Putri, Ananda Devina Qurotul Putri Riyadi Rahma Dayanti Rahmat Salam Rahma , Dwi Raida, Astrid Marliana Raja Awan Sidqi Ramadhan, Lingga Syahid Raysa Nahtania Refanda Daffa Falika Retnowati WD Tuti Reza Septiansa Saputra Rika Utari Rinaldo Rinaldo Rinaldo, Rinaldo Rissa Aurelia Restiani Rizanto Binol Rochman Rayhan Maulana Rulli Nasrullah Sa'diyah El Adawiyah Sabilal Muktadin Safira Dwinawati Safitri Salsabilla, Salwa Saputera, Selamet Saputri, Agustina Riska Eka Sasongko, Andi Septemberizal Septi Wulandari Chairina Shaila Annisa Yahya Shalsabilla, Apriliani Putri Shela Amelia AKhap Shifana Esfandiary Sigit Satriadi Sojapani, Istiqfarha Sri Mulyani Study Rizal Lolombulan Kontu Sugiatmi, Sugiatmi Sukendi Sukendi Supangkat, Gatot Susan Ary Ayu Anjani Syarifuddin Raisul Haq Kusumadiningrat Syawal, Rizky Tito Handoko Usni Usni Wiryawan Kresna Wisnu Brata Wulandari Chairina, Septi Yudistira Raden Syahputra Zea Azzahira Alkayyisa Bahri Zhilal Rahmansyah