STRATEGI KOMUNIKASI PERSUASIF TRANSJAKARTA DALAM “KAMPANYE STOP PELECEHAN SEKSUAL” UNTUK MEMBANGUN KESADARAN PUBLIK
Sexual harassment on public transportation is the most frequent location for sexual harassment. In an effort to suppress cases of sexual harassment, Transjakarta needs to optimize the STOP Sexual Harassment campaign by developing a clear and targeted persuasive communication strategy, so as to build public awareness. The theory used and considered relevant in this study is the theory of Communication Models, Persuasive Communication Elements, and Persuasive Communication Strategies. The method used in this research is a descriptive qualitative approach using the case study method. The results of this study, Transjakarta applies a psychodynamic persuasive communication strategy to increase the sense of concern among passengers. The Transjakarta psychodynamic persuasive communication strategy is carried out by using simple words and providing an emotional approach by playing with visual elements. In a sociocultural persuasive communication strategy, The sociocultural persuasive communication strategy carried out by Transjakarta against perpetrators of sexual harassment is to hand it over to the authorities. Transjakarta applies the meaning construction persuasive communication strategy by collaborating with key opinion leaders such as celebrities, public officials, and others who influence passengers or the wider community. As for the persuasive communication strategy, the meaning construction of Transjakarta conveys educational messages to passengers or the general public regarding how to report seeing or experiencing sexual harassment.
Keywords: Communication Strategy, Persuasive Communication Strategy, Transjakarta, Sexual Harassment, Campaign, Build Public Awareness
