PROSES PEMBENTUKAN TRUST MASYARAKAT MELALUI DIRECT DIALOGUE CAMPAIGN GREENPEACE

Abstract

Greenpeace Indonesia’s efforts to increase their contribution to Greenpeace International was the background of this research. Recognizing that the activity of Direct Dialogue Campaign conducted by the Direct Dialogue Campaigner (DDC) is still a lot of experience rejection from the target adopter, it needs to be understood about how the process of persuasive communication, taking into account all the elements, affecting the formation of community trusts to become Greenpeace’s supporter. This study aims to determine the persuasive communication process conducted by DDC through Direct Dialogue Campaign in building the target adopter trusts to agree to become Greenpeace’s supporter. This study based on theory of persuasive communication and using case study method. The study was conducted with in-depth interviews and field observation. The subject of this research is DDC, supporters, and target adopters of Greenpeace in Semarang and Jakarta. The results showed that the condition of the target adopter when conducting communications with DDC greatly affect how to form the message, the way the presentation, as well as information that should be emphasized by the DDC when doing presentations. This is related to how to attract the attention of the target adopter, making him interested and keep paying attention during the presentation, and convincing him that being a supporter of Greenpeace was the right decision to participate save the environment. Suggested for Research and Development division of Greenpeace to do some research and development on presentation methods, so that the method possessed by DDC can be more varied. For Greenpeace Training teams also need to make a training about how to analyze the position of a target adopter for DDC, so they can make presentations more effectively. Also suggested for Greenpeace to make a variety of stimuli in attracting the target adopter, both in terms of display or holding an event about the environment. Key Words: Greenpeace; Direct Dialogue Campaign; Persuasive Communication; Social Marketing