PERANCANGAN KAMPANYE DIGITAL DENGAN MODEL 5A KOTLER SEBAGAI SOLUSI PENGURANGAN SAMPAH PLASTIK DI KOTA KUPANG

Taqwa Sultan (Jurusan Administrasi Bisnis Politeknik Negeri Kupang)
Septia S. Dioh (Jurusan Administrasi Bisnis Politeknik Negeri Kupang)

MANAJEMEN DEWANTARA
Vol 10 No 1 (2026): MANAJEMEN DEWANTARA

Objectives: To design a digital campaign promoting environmental awareness and reducing single-use plastic consumption. Methods: Qualitative research using interviews, questionnaires, and focus group discussions, applying Kotler’s 5A framework. Research Gap/Novelty: Integrates emotional appeals and digital marketing strategies to encourage environmentally responsible behavior. Results: The “Plastic Efficiency” campaign was designed through five stages: Aware, Appeal, Ask, Act, and Advocate, emphasizing emotional engagement and social media integration. Conclusion: The campaign provides a strategic framework for promoting sustainable plastic consumption and supporting the “Kupang Green and Clean 2025” initiative.