Komunikasi Persuasif Corporate Social Responsibility Ecobali Recycling dalam Mendorong Perilaku Pro-Lingkungan Masyarakat
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Abstract
Permasalahan sampah di Bali yang mencapai 1,1 juta ton per tahun menegaskan pentingnya penguatan edukasi dan komunikasi keberlanjutan. EcoBali Recycling menjadi salah satu pihak yang aktif menjalankan program Corporate Social Responsibility melalui kampanye edukatif, kegiatan komunitas, dan komunikasi digital yang dirancang untuk meningkatkan kepedulian masyarakat terhadap isu lingkungan. Penelitian ini bertujuan memahami bagaimana masyarakat memaknai pesan komunikasi persuasif CSR EcoBali Recycling menggunakan pendekatan Elaboration Likelihood Model dengan menelusuri operasi jalur sentral dan jalur periferal. Penelitian dilakukan menggunakan metode kualitatif melalui wawancara mendalam, observasi, dan studi dokumen. Temuan penelitian mengidentifikasikan bahwa jalur sentral muncul ketika audiens memproses pesan berdasarkan data faktual, argumentasi logis, relevansi isu, serta pengalaman langsung dalam kegiatan edukasi. Pada saat yang sama, jalur periferal bekerja melalui visual yang menarik, gaya komunikasi santai, emosi positif, dan kredibilitas komunikator. Kedua jalur ini berkontribusi pada peningkatan pemahaman dan mendorong munculnya perilaku pro-lingkungan seperti memilah sampah, mengurangi plastik sekali pakai, dan terlibat dalam kegiatan edukasi lingkungan. Temuan ini menunjukkan bahwa efektivitas komunikasi CSR sangat dipengaruhi kemampuan perusahaan menghadirkan pesan yang informatif sekaligus persuasif sehingga mampu mendorong perubahan perilaku masyarakat.
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