Kampanye Pemasaran Sosial Pengelolaan Sampah Organik Kampung Nelayan Tambakrejo Berbasis Maggot sebagai Community Manager

Abstract

Organic waste management is a challenge in the Kampung Nelayan Tambakrejo. This study aims to increase community participation in maggot-based waste management through a social marketing approach using Integrated Marketing Communication (IMC) strategies. The methods include online education via WhatsApp and offline activities such as workshops, door-to-door outreach, engagement with community organizations, Key Opinion Leaders, collaboration with Local Heroes, and the provision of supporting infrastructure. As a result, 29 households actively contributed organic waste, involving 84 participants. The communication approach successfully improved resident’s understanding and participation, and led to the development of a waste management system by local actors. The supporting infrastructure proved to be the most effective factor in driving behavioral change in maggot-based waste management.