Strategi Komunikasi Persuasif Komunitas Bank Sampah “Ngudi Resik” dalam Meningkatkan Partisipasi Masyarakat di Dusun Kembaran Bantul

Abstract

The problem of waste management in Dusun Kembaran, Kasihan, Bantul remains an urgent issue, particularly related to the low level of community participation. This study aims: (1) to analyze the persuasive communication strategies employed by the “Ngudi Resik” waste bank community in increasing community participation; and (2) to identify the obstacles and implications of the persuasive communication strategies implemented by the “Ngudi Resik” waste bank community in enhancing community participation. This study employed a qualitative approach with a descriptive research design. The research was conducted in Dusun Kembaran, Tamantirta Village, Kasihan District, Bantul Regency, Special Region of Yogyakarta. The research subjects consisted of parties directly involved in the activities of the “Ngudi Resik” Waste Bank community, including: (1) the head of the “Ngudi Resik” Waste Bank community; (2) members of the waste bank community; and (3) community leaders. Informants were selected using purposive sampling techniques. Data collection techniques included observation, interviews, and documentation. The data analysis process was conducted continuously using the interactive model of Miles, Huberman, and Saldaña, which consists of: (1) data reduction; (2) data display; and (3) conclusion drawing and verification. To ensure the credibility and validity of the findings, this study applied source triangulation, technique triangulation, and member checking. The findings revealed that communication strategies combining economic incentives (psychodynamic strategy), the utilization of local figures such as neighborhood heads and Dasa Wisma groups (sociocultural strategy), and the narrative of “Waste Becomes Blessing” (meaning construction strategy) were proven effective in significantly increasing the number of active participants. Although obstacles remained, particularly the public perception that waste sorting is complicated, the use of local communicators with emotional closeness successfully fostered collective awareness among the community. This study concludes that communication strategies that are grounded, adaptive to local contexts, and involve cultural approaches are capable of improving the effectiveness of sustainable community-based waste management.