Implementasi Strategi Pemasaran Sosial Dalam Membangun Kesadaran Mahasiswa Terhadap Pengelolaan Sampah Melalui Program Duta Sampah Kampus - Sri Sukartono Nathadiharja; Rahmat Hidayat (MEDIA MANAJEMEN JASA, 2026)
ABSTRAKRendahnya kesadaran mahasiswa dalam mengelola sampah masih menjadi tantangan di berbagai perguruan tinggi, meskipun berbagai program edukasi lingkungan telah dilaksanakan. Kondisi tersebut menunjukkan bahwa perubahan perilaku tidak hanya bergantung pada ketersediaan fasilitas, tetapi juga memerlukan strategi pemasaran sosial yang mampu membangun kesadaran, sikap, dan tanggung jawab lingkungan secara berkelanjutan. Penelitian ini bertujuan untuk mendeskripsikan implementasi strategi social marketing dalam membangun kesadaran mahasiswa terhadap pengelolaan sampah melalui Program Duta Sampah Kampus. Penelitian menggunakan pendekatan deskriptif kualitatif dengan teknik pengumpulan data melalui observasi dan wawancara mendalam terhadap mahasiswa, dosen, dan tenaga kependidikan di lingkungan perguruan tinggi di Jakarta. Informan dipilih secara purposive sampling, sedangkan analisis data dilakukan melalui tahapan reduksi data, penyajian data, serta penarikan kesimpulan dengan menggunakan teknik open coding dan axial coding. Hasil penelitian menunjukkan bahwa implementasi strategi social marketing dilakukan melalui komunikasi persuasif, kampanye edukasi lingkungan, pemanfaatan media komunikasi digital, pelibatan organisasi kemahasiswaan, penyelenggaraan program Jumat Bersih, serta pembentukan Duta Sampah sebagai brand ambassador lingkungan. Strategi tersebut mampu meningkatkan pengenalan mahasiswa terhadap pentingnya pengelolaan sampah, meskipun tingkat kesadaran masih berada pada tahap Brand Recognition sehingga perilaku pengelolaan sampah belum sepenuhnya menjadi kebiasaan yang dilakukan secara spontan. Penelitian ini menyimpulkan bahwa keberhasilan strategi social marketing memerlukan implementasi yang berkelanjutan melalui penguatan komunikasi, peningkatan partisipasi sivitas akademika, penyediaan fasilitas yang memadai, serta pengembangan program berbasis character building untuk membentuk green attitude dan environmental responsibility dalam mendukung terwujudnya Sustainable Campus.Kata kunci : Pemasaran  Sosial, Kesadaran Mahasiswa, Pengelolaan Sampah Program Duta Sampah Kampus.. ABSTRACTThe low level of students' awareness of waste management remains a significant challenge in many higher education institutions, despite the implementation of various environmental education programs. This condition indicates that behavioral change depends not only on the availability of adequate facilities but also on social marketing strategies capable of fostering environmental awareness, positive attitudes, and a sense of environmental responsibility in a sustainable manner. This study aims to describe the implementation of a social marketing strategy in developing students' awareness of waste management through the Campus Waste Ambassador Program. The study employed a descriptive qualitative approach, with data collected through observation and in-depth interviews involving students, lecturers, and educational staff at higher education institutions in Jakarta. Informants were selected using purposive sampling, while data were analyzed through the stages of data reduction, data display, and conclusion drawing using open coding and axial coding techniques. The findings reveal that the social marketing strategy was implemented through persuasive communication, environmental education campaigns, the utilization of digital communication media, the involvement of student organizations, the Friday Clean-Up program, and the establishment of Campus Waste Ambassadors as environmental brand ambassadors. These strategies succeeded in enhancing students' recognition of the importance of waste management; however, their level of awareness remains at the Brand Recognition stage, indicating that proper waste management behavior has not yet become a spontaneous and habitual practice. The study concludes that the successful implementation of social marketing strategies requires continuous efforts through strengthened communication, increased participation of the academic community, the provision of adequate waste management facilities, and the development of character-building programs aimed at fostering green attitudes and environmental responsibility to support the realization of a Sustainable Campus.Keywords: Social Marketing, Student Awareness, Waste ManagementCampus Waste Ambassador Program