Muhammad Saddam Rizky Rizaldi, . (2025) STRATEGI KAMPANYE ROADSHOW KEMENTERIAN ESDM (ENERGI DAN SUMBER DAYA MINERAL) DALAM MENDORONG PARTISIPASI MASYARAKAT MENGENAI KONVERSI MOTOR LISTRIK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The increase in carbon emissions from the transportation sector has become one of the main contributors to climate change in Indonesia. To address this issue, the government, through the Ministry of Energy and Mineral Resources (ESDM), launched a program to convert fuel-powered motorcycles into electric motorcycles as part of the clean energy transition toward the Net Zero Emission target. One of the key campaign efforts implemented is a Roadshow conducted in ten major cities across Indonesia. This study aims to analyze the Roadshow campaign strategy employed by the Ministry of ESDM in encouraging public participation in the electric motorcycle conversion program. This research uses a qualitative approach with a case study method and employs Robert K. Yin’s pattern matching analysis technique. Data were collected through in-depth interviews with five informants from both campaign organizers and participants, field observations, and document studies. The analysis focuses on the application of social marketing theory, which includes seven key components: product, price, place, promotion, people, partnership, and policy. The findings reveal that the campaign strategy successfully integrates all elements of social marketing, particularly through exhibitions, talk shows, test ride sessions, and cross-sector collaboration. However, the campaign’s effectiveness remains constrained by high conversion costs, uncertainty regarding subsidies, and limited access for lower-income groups. Therefore, a more sustainable, inclusive, and adaptive campaign strategy is needed to enhance public understanding and trust, while actively encouraging greater community participation in supporting the electric motorcycle conversion program in Indonesia.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411063] [Pembimbing: Rini Riyantini] [Penguji 1: Aan Setiadarma] [Penguji 2: Vina Mahdalena] |
| Uncontrolled Keywords: | Campaign Strategy, Roadshow, Electric Motorcycle Conversion, Public Participation, Social Marketing |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HE Transportation and Communications |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | MUHAMMAD SADDAM RIZKY RIZALDI |
| Date Deposited: | 02 Sep 2025 02:19 |
| Last Modified: | 02 Sep 2025 02:19 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39929 |
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