Peranan pemimpin pendapat dalam memberi maklumat tentang alam sekitar di Indonesia: satu kajian kes di Langkat Sumatera Utara
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Date
2014
Authors
Kurniawati, Dewi
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Abstract
The problem to be studied in this research is the factors that influence the success of opinion leaders in Langkat in delivering the message about the natural environment to the public, to make them realise the importance of protecting the environment. This study intends to determine the role of opinion leaders in increasing the awareness of the Langkat society and to change their attitude through social marketing. This study also aims to identify how the opinion leaders could deliver the message for increasing public awareness in protecting the environment. The study hopes to identify the form of social marketing that is most effective in facilitating the efforts to increase the awareness of the public regarding the importance of protecting the natural environment.
This research is conducted using 3 methods, that is, the interview method, the focus group discussion method, and the observation method. In addition, archival analysis will be conducted to get a more in-depth view. Primary data and secondary data obtained through literature review related to this study will also be conducted. Data analysis will be ppresented in narrative format based on the categories, to explain the relationships among the categories, to derive the conclusion, and to develop and explain the theories involved.
The important results obtained from this study showed that opinion leaders must be capable in solving the issue of the natural environment related to flood,
illegal logging, and switching lands by having discussions with the society to identify the problems, analysing and planning activities to solve the problem.
The opinion leaders should play the role as a facilitator, an educator, a representative, and they must have skills to solve the environmental issues in Langkat. They should possess the intellectual skills, social skills, managerial skills, while having the capabilities to appreciate and understanding the techniques of social interaction and communication and developing strategies for active participation of the society. These are important elements that could ensure the success of the social marketing.
Effective social marketing strategies will facilitate opinion leaders to convey the natural environment awareness to the society. Opinion leaders need to convey about social marketing through public service advertisement (PSA) in the various media such as television, radio, and newspapers. The PSA messages must be easy to understand and must represent personalities who are role models in the society. Opinion leaders must also coorperate with related institutions to introduce corporate social responsibility (CSR) programmes to increase public awareness on the importance of protecting the natural environment.