STRATEGI BRANDING ECO GREEN CAMPAIGN KOMUNITAS MAT PECI UNTUK MEWUJUDKAN WISATA ALAM DENGAN KEARIFAN LOKAL

Abstract

The Ciliwung River is a source of life for the community around the watershed (Watershed)
in the Jakarta, Bogor and Bekasi areas. But now there has been tremendous damage to the
ecosystem in Ciliwung and most of it is caused by human activities. Some of the damage to the
Ciliwung river ecosystem includes waste pollution due to industrial and household waste due to
land conversion from upstream to downstream, forced taking of river border areas to be used as
housing, hotels, villas, factories and shopping centers and offices. The Mat Peci Community is a
community that cares about the Ciliwung River which has the aim of providing education about
the importance of preserving the Ciliwung River to protect natural ecosystems.
This study aims to examine in more depth (1) to find out the preparation stage in making the
Eco Green campaign Branding Strategy to realize nature tourism with local wisdom, (2) to
determine the stages of implementation and promotion in
create a Branding Eco Green campaign Strategy to realize nature tourism with local wisdom
and (3) to find out the evaluation stage in making an Eco Green campaign Branding Strategy to
realize nature tourism with local wisdom. This study uses a qualitative research method with a case
study research design. Data collection techniques use semi-structured interviews and passive
participant observation and literature review. The sampling technique uses a snowball sampling
technique and the grand theory used is the theory of social construction of reality. This research
was conducted at the Mat Peci Community, Srengseng, South Jakarta.
The results of this study indicate that the community strategy carried out by the Mat Peci
community is in line with the explanation above, namely community development based on selfreliance
and participatory. There are three community development strategies that are carried out,
namely environmental conservation (Environment), providing education about river conservation
(Education), and independent empowerment of residents around the Ciliwung river basin
(empowerment). Dialogic communication carried out by the Mat Peci community is a
collaborative concept, namely building interactions between residents, the Mat Peci community
and also organizations, companies or other institutions by building facilities, infrastructure or
carrying out activities that provide knowledge and benefits both scientifically and economically so
as to create 'capital'. social', namely the economic independence of citizens, where residents can
use infrastructure to meet their needs or make colors for river conservation and recycle waste as a
source of livelihood.