Communication Strategy Of The Bekasi City Environmental Agency In Disseminating The Sedekah Sampah Program

Abstract

This study aims to analyze the communication strategy implemented by the Bekasi City Environmental Agency in disseminating the Sedekah Sampah (Waste Charity) program to State Civil Apparatus and non-State Civil Apparatus employees within the Bekasi City Government. The study employed a qualitative descriptive method. Data were collected through interviews with informants and a literature review that supported the research data. Data validity was examined through method triangulation. The communication strategy framework used to address the research problem consisted of to secure understanding, to establish acceptance, and to motivate action. The findings indicate that the communication strategy implemented by the Bekasi City Environmental Agency in disseminating the Sedekah Sampah program was generally effective. The intended audience understood the messages delivered. The dissemination activities involved direct communication with the target audience, distribution of the Mayor's instruction letter to Regional Government Agencies within the Bekasi City Government, and the use of WhatsApp in the continuing guidance and reinforcement of the Sedekah Sampah program.