Riski Bayuni Sagala | Efektivitas Strategi Komunikasi Pemasaran Sosial Kampanye Sustainable Seafood oleh WWF Indonesia

Sektor perikanan Indonesia memiliki peran penting dalam kegiatan ekonomi di Indonesia. Namun beberapa sumberdaya perikanan Indonesia telah mengalami eksploitasi berlebihan. Bahkan produksi tangkapan laut sudah menembus 82 persen melebihi persyaratan pemanfaatan optimal sebesar 80 persen. Berdasarkan hal tersebut, banyak pihak yang melakukan kampanye perlindungan perikanan Indonesia, salah satunya WWF. Kampanye tersebut bernama Kampanye Sustainable Seafood. Kampanye Sustainable Seafood menggunakan suatu strategi komunikasi pemasaran sosial untuk mencapai tujuannya, yaitu perubahan perilaku. Oleh karena itu, penelitian ini bertujuan untuk menganalisis strategi komunikasi pemasaran sosial dan efektivitas komunikasi pemasaran sosial Kampanye Sustainable Seafood yang dilakukan oleh WWF Indonesia.

Kata kunci: Kampanye, WWF,  perubahan perilaku

 

Indonesian fisheries sector has an important role in the economic activities in Indonesia. But some Indonesian fishery resources have been overexploited. Even the production of marine catch has exceeded 82 percent exceeds the requirements of optimum utilization of 80 percent. Based on this, many parties Indonesian fishery protection campaign, one of the WWF. The campaign called Sustainable Seafood Campaign. Sustainable Seafood campaign using a social marketing communication strategy to achieve its objectives, changes in behavior. Therefore, this study aimed to analyze the communication strategy and the effectiveness of social marketing social marketing communications Sustainable Seafood Campaign conducted by WWF Indonesia.

Keywords:Campaign, WWF, behavior change

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