Kampanye Menggalakkan Penghijauan di Lahan Terbatas.
A B ST R A K
P e g h ija u a n
di
tu m b u h a n
s e b ia s a
la h a n
yang
m u n g k in
te rb a ta s
d ila k u k a n
d ita ta
M e m a n fa a tk a n la h a n
dengan
a ta u
d ia tu r
penanam an
m e m a n fa a tk a n
agar
d e n g a n b e rta n a m
y a itu d e n g a n m e n a n a m
m enanam
m e ru p a k a n
b is a
m enggunakan
la h a n
d ija d ik a n
yang
ta n a m a n
seadanya
te m p a t
u n tu k
a ta u
(k e c il ta p i
m e n a n a m ).
ta n a m a n m e m p u y a i b a n y a k c a ra d ia n ta rn y a
m e n g g u n a k a n p o t la lu p o t te rs e b u t b is a d is u s u n d e n g a n c a ra
s e c a ra v e rtik u ltu r, p a g a r ta n a m a n , ta n a m a n ra m b a t, w a ll g a r d e n , a ta u p u n
g r e e n r o o f.
M enanam
ta n a m a n
itu
sangan
banyak
k e u n tu n g a n n y a , s e la in
d a m p a k g lo b a l w a rm in g d e n g a n m e n a n a m
segar
bebas
m e n g h in d a rk a n
d a ri
k ita ju g a b is a m e n d a p a tk a n u d a ra y a n g
p o lu s i, k e in d a h a n , k e s e h a ta n , jik a
ta n a m a n
konsum si
m aka
h a s iln y a
d a p a t d in ik m a ti s e n d iri a ta u p u n b is a d iju a l, h a s il d a r i ta n a m a n s e n d iri le b ih te rja g a
k e s e h a ta n n y a d a r ip a d a b e li d a r i p a s a r a ta u p u n s u p e r m a r k e t .
D A F T A R IS I
C O V E R D A L A M .................................................................................................... i
L E M B A R P E N G E S A H A N .................................................................................... ii
L E M B A R P E R N Y A T A A N O R I S I N A L I T A S K A R Y A D A N L A P O R A N ........ iii
PE R N Y A T A A N
P U B L I K A S I L A P O R A N P E N E L I T I A N ................................ iv
A B S T R A K ............................................................................................................... v
K A T A P E N G A N T A R ............................................................................................. v i
D A F T A R I S I ............................................................................................................ v ii
D A F T A R G A M B A R ............................................................................................... v iii
B A B I P E N D A H U L U A N ........................................................................................ 1
1 .1 L a ta r B e la k a n g .................................................................................................... 1
1 .2 P e rm a s a la h a n d a n R u a n g L in g k u p ...................................................................... 3
1 .2 .1 P e rm a s a la h a n ................................................................................................. 3
1 .2 .2 R u a m g L in g k u p P e ra n c a n g a n ....................................................................... 3
1 .3 T u ju a n P e ra n c a n g a n ............................................................................................ 4
1 .4 S u m b e r d a n T e k n ik P e n g u m p u la n D a ta .............................................................. 4
1 .5 S k e m a P e ra n c a n g a n ............................................................................................ 5
B A B I I L A N D A S A N T E O R I ................................................................................. 6
2 .1 K a m p a n y e ........................................................................................................... 6
2 .2 J e n is K a m p a n y e .................................................................................................. 6
2 .3 T a h a p a n d a la m K a m p a n y e .................................................................................. 7
2 .4 S tra te g i d a n T a k tik d a la m K a m p a n y e ................................................................. 8
2 .5 M e n e n tu k a n Is i d a n P e s a n d a la m K a m p a n y e ...................................................... 8
2 .6 S a lu ra n d a la m K a m p a n y e ................................................................................... 9
2 .8 T e o ri M a s lo w ...................................................................................................... 1 0
B A B I I I D A T A D A N A N A L I S I S M A S A L A H ..................................................... 1 2
3 .1 D a ta d a n F a k ta ..................................................................................................... 1 2
3 .1 .1 L e m b a g a P e n d u k u n g K a m p a n y e
12
3 .1 .1 .1 B P L H D K o ta B a n d u n g
12
3 .1 .1 .2 U n ile v e r
13
3 .1 .1 .3 D a ta P e rm a s a la h a n
14
3 .1 .2 T in ja u a n T e rh a d a p P ro y e k / P e rs o a la n S e je n is
21
3 .1 .2 .1 B a n d u n g G r e e n a n d C le a n
22
3 .1 .2 .2 J a rin g a n H ija u M a n d iri (J H M )
23
3 .1 .2 .3 G r e e n p e a c e
24
3 .2 A n a lis a T e r h a d a p P e r m a s a la h a n B e r d a s a r k a n D a ta d a n F a k ta ........................... 2 6
3 .2 .1 S e g m e n ta s i .................................................................................................... 2 8
3 .2 .2 T a rg e tin g K a m p a n y e T a h u n P e rta m a ............................................................ 2 8
3 .2 .3 T a rg e tin g K a m p a n y e T a h u n K e d u a .............................................................. 3 0
3 .2 .4 T a rg e tin g K a m p a n y e T a h u n K e tig a .............................................................. 3 0
3 .2 .5 S W O T ........................................................................................................... 3 0
B A B I V P E M E C A H A N M A S A L A H .................................................................... 3 2
4 .1 K o n s e p K o m u n ik a s i ............................................................................................ 3 2
4 .2 K o n s e p K re a tif .................................................................................................... 3 3
4 .2 .1 G a y a g a m b a r ................................................................................................. 3 3
4 .2 .2 L a y o u t ........................................................................................................... 3 4
4 .2 .3 G a y a T ip o g ra fi .............................................................................................. 3 4
4 .2 .4 W a rn a ............................................................................................................ 3 6
4 .3 K o n s e p M e d ia ..................................................................................................... 3 6
4 .4 H a s il K a ry a .......................................................................................................... 4 2
4 .4 .1 L o g o .............................................................................................................. 4 3
4 .4 .2 P o s te r te n ta n g M e n g h e m a t U a n g B e la n ja ..................................................... 4 5
4 .4 .3 M e r c h a n d is e p irin g , m a n g k u k , d a n m u g ....................................................... 4 6
4 .4 .3 .1 P irin g ....................................................................................................... 4 6
4 .4 .3 .2 M a n g k u k ................................................................................................. 4 7
4 .4 .3 .3 M u g ......................................................................................................... 4 7
4 .4 .4 S p a n d u k M o b il P e n g e ra s S u a ra .................................................................... 4 8
4 .4 .5 M e d ia A m b ie n t te n ta n g M a n fa a t T a n a m a n K o n s u m s i .................................. 4 9
4 .4 .6 B ro s u r ............................................................................................................ 5 0
4 .4 .7 M u ra l te n ta n g P e m e b e la ja ra n V e rtik u ltu r a ta u j P o t B e rtin g k a t .................... 5 1
4 .4 .8 M u ra l te n ta n g H a s iln y a jik a M e n a n a m ......................................................... 5 2
4 .4 .9 G o o d y B a g ..................................................................................................... 5 3
4 .4 .1 0 T -S h ir t ......................................................................................................... 5 3
4 .4 .1 1 T o p i ............................................................................................................. 5 4
4 .4 .1 2 K a le n d e r ...................................................................................................... 5 4
4 .4 .1 3 B ib it T a n a m a n ............................................................................................. 5 5
4 .4 .1 4 T im P e n y u lu h .............................................................................................. 5 6
4 .4 .1 5 P o s te r E v e n t L o m b a M e n a n a m ................................................................... 5 7
4 .4 .1 6 P o s te r te n ta n g K e b e rh a s ila n O ra n g y a n g M e n a n a m T a n a m a n K o n s u m s i . 5 8
4 .5 B u d g e tin g ............................................................................................................ 5 9
B A B V K E S I M P U L A N D A N S A R A N .................................................................. 6 0
5 .1 K e s im p u la n ......................................................................................................... 6 0
5 .2 S a ra n .................................................................................................................... 6 0
D A F T A R P U S T A K A .............................................................................................. ix
D A F T A R L A M P I R A N ........................................................................................... x
D A T A D I R I .............................................................................................................. x i
D A FT A R G A M B A R
G a m b a r 1 .1 ............................................................................................................. 5
G a m b a r 2 .1 ............................................................................................................. 1 0
G a m b a r 3 .1 ............................................................................................................. 1 2
G a m b a r 3 .2 ............................................................................................................. 1 3
G a m b a r 3 .3 ............................................................................................................. 1 5
G a m b a r 3 .4 ............................................................................................................. 2 2
G a m b a r 3 .5 ............................................................................................................. 2 2
G a m b a r 3 .6 ............................................................................................................. 2 2
G a m b a r 3 .7 ............................................................................................................. 2 3
G a m b a r 3 .8 ............................................................................................................. 2 3
G a m b a r 3 .9 ............................................................................................................. 2 4
G a m b a r 3 .1 0 ........................................................................................................... 2 4
G a m b a r 3 .1 1 ........................................................................................................... 2 5
G a m b a r 3 .1 2 ........................................................................................................... 2 5
G a m b a r 3 .1 3 ........................................................................................................... 2 5
G a m b a r 4 .1 ............................................................................................................. 3 7
G a m b a r 4 .2 ............................................................................................................. 4 3
G a m b a r 4 .3 ............................................................................................................. 4 4
G a m b a r 4 .4 ............................................................................................................. 4 4
G a m b a r 4 .5 ............................................................................................................. 4 4
G a m b a r 4 .6 ............................................................................................................. 4 5
G a m b a r 4 .7 ............................................................................................................. 4 5
G a m b a r 4 .8 ............................................................................................................. 4 6
G a m b a r 4 .9 ............................................................................................................. 4 7
G a m b a r 4 .1 0 ........................................................................................................... 4 8
G a m b a r 4 .1 1 ........................................................................................................... 4 8
G a m b a r 4 .1 2 ........................................................................................................... 4 9
G a m b a r 4 .1 3 ........................................................................................................... 4 9
G a m b a r 4 .1 4 ........................................................................................................... 5 0
G a m b a r 4 .1 5 ........................................................................................................... 5 1
G a m b a r 4 .1 6 ........................................................................................................... 5 1
G a m b a r 4 .1 7 ........................................................................................................... 5 2
G a m b a r 4 .1 8 ........................................................................................................... 5 2
G a m b a r 4 .1 9 ........................................................................................................... 5 3
G a m b a r 4 .2 0 ........................................................................................................... 5 3
G a m b a r 4 .2 1 ........................................................................................................... 5 4
G a m b a r 4 .2 2 ........................................................................................................... 5 4
G a m b a r 4 .2 3 ........................................................................................................... 5 5
G a m b a r 4 .2 4 ........................................................................................................... 5 6
G a m b a r 4 .2 5 ........................................................................................................... 5 6
G a m b a r 4 .2 7 ........................................................................................................... 5 7
G a m b a r 4 .2 8 ........................................................................................................... 5 7
G a m b a r 4 .2 9 ........................................................................................................... 5 8
G a m b a r 4 .3 0 ........................................................................................................... 5 8
G a m b a r 4 .3 1 ........................................................................................................... 5 9
D A F T A R L A M P IR A N
L a m p ira n A : W a w a n c a ra d e n g a n T u lu s T .H S ib u e a ( D is a s te r M itig a tio n S u b
S e c tio n ) d a ri B P L H D J a b a r ....................................................................................... 6 2
L a m p ira n B : W a w a n c a ra d e n g a n A n d re F irm a n IR ( A r s ite k tu r L a n d s e k a p ) ........... 6 3
L a m p ira n C : W a w a n c a ra d e n g a n P a R u h im a t (P a R T 0 7 R W
0 4 ) ........................... 6 4
L a m p ira n D : K u is io n e r D a ta P e n g h ija u a n ................................................................ 6 6
L a m p ira n E : K u is io n e r L o g o .................................................................................... 6 9
L a m p ira n F : S k e ts a ................................................................................................... 7 0
B A B I
PE N D A H U L U A N
1 .1 L a ta r B e la k a n g
K a ta
p e n g h ija u a n
m u n g k in
sudah
s e rin g
te rd e n g a r
di
m a n a -m a n a ,
a rti
d a ri
p e n g h ija u a n itu s a n g a t b a n y a k , s a la h s a tu n y a a d a la h u s a h a m e n g h ija u k a n b u m i d a ri
y a n g n a m a n y a m a s a la h p e n c e m a ra n lin g k u n g a n . U s a h a p e n g h ija u a n d i m a s y a ra k a t
y a n g d ila k u k a n o le h p e m e rin ta h itu s u d a h b a n y a k , k ita a m b il c o n to h p a d a ta n g g a l 2 8
N ovem ber 2008
k e m a rin
m e ru p a k a n
ta n g g a l m e n a n a m
pohon
n a s io n a l In d o n e s ia .
K e m u d ia n b u la n D e s e m b e r d ite ta p k a n s e b a g a i B u la n M e n a n a m .
(h ttp ://n a s io n a l.k o m p a s .c o m )
S a la h
s a tu
c o n to h
penanam an
s e lu ru h
pohon
p e n ju ru
p e n g h ija u a n
di
s e ja k
2 0 0 3 -2 0 1 0
k o ta
ta h u n
k o ta
B andung, akan
B andung,
d a ri
te rc a ta t
h a s il
d a ta
1 .4 1 1 .0 2 4
yang
pohon
te ta p i d ik e ta h u h i 3 0 -4 0 %
d ik e ta h u i
d ita n a m
penanam an
di
pohon
tid a k b e rh a s il (m a ti). H a l u ta m a k e m a tia n in i d is e b a b k a n o le h c u a c a In d o n e s ia , la lu
h a l b e rik u tn y a
a d a la h
v o lu m e
(R u a n g
R TH
p e rh a tia n
m a s y a ra k a t y a n g
T e rb u k a
s e d a n g k a n s a m p a i s e k a ra n g
H ija u )
m a s ih
id e a ln y a
30%
(2 0 1 0 ) p e n c a p a ia n R T H
d ib ila n g
d a ri
k u ra n g . P a d a h a l
lu a s
k o ta
k o ta B a n d u n g
B andung,
itu
hanya 8% .
d ig a la k a n s e k a ra n g
in i m e lih a t
(h ttp ://w w w .k lik -g a la m e d ia .c o m /)
P e n g h ija u a n
k o n d is i
m e ru p a k a n
saat
in i.
Suhu
fa k to r y a n g
u d a ra
p e n tin g
te rb ila n g
n a ik
u n tu k
saat
in i
a k ib a t
dam pak
d a ri
g lo b a l
w a r m in g . S e la in itu u d a ra d a n c u a c a k a d a n g b e ru b a h d a ri h a r i y a n g p a n a s m e n ja d i
h u ja n le b a t. H a l in i d ik a re n a k a n g a s C O
2
a ta u g a s p o lu ta n la in y a n g s e m a k in la m a
s e m a k in b e rta m b a h ju m la h n y a y a n g d ia k ib a tk a n d a ri p e n in g k a ta n tin g k a t k e n d a ra a n
d a n ju m la h p e n d u d u k . G a s C O
panas
d a ri
m e n ja d i
m a ta h a ri
panas.
m e n y e ra p g a s C O
2
te rp e ra n g k a p
M enggunakan
2
y a n g m e n in g k a t d a n b e ra d a d i a tm o s fir m e n im b u lk a n
di
bum i
p e n g h ija u a n
dan
tid a k
y a itu
b is a
ta n a m a n
le p a s
a k ib a tn y a
bum i
a ta u
tu m b u h a n
yang
d ih a ra p k a n te rja d i p e n g u ra n g a n a k a n ju m la h d a ri g a s C O
2.
Sebagai
m a s y a ra k a t
In d o n e s ia ,
tid a k
p e rlu
u n tu k
m e lih a t
te rla lu
ja u h
s e p e rti
p e n g h ija u a n d i te n g a h k o ta d i m a n a k e m u n g k in a n m a s y a ra k a t m a la s u n tu k m e ra w a t
dan
m e m p e rh a tik a n
p e rtu m b u h a n
pohon
k o ta .
Sem angat
akan
p e n g h ija u a n
s e rta
k e in g in a n u n tu k m e ra w a t tu m b u h a n h a ru s d ia w a li d u lu d e n g a n p e n g h ija u a n d is e k ita r
k ita y a itu d i h a la m a n ru m a h .
M a s a la h y a n g in g in d ih a p u s k a n d e n g a n p e n g h ija u a n y a n g d ila k u k a n d is e k ita r ru m a h
m a s y a ra k a t d e n g a n
m e m a n fa a tk a n
la h a n
yang
te rb a ta s
a d a la h
suhu
u d a ra
d i k o ta
B a n d u n g y a n g k ia n m e n in g g i a k ib a t tin g k a t p e n c e m a ra n u d a ra y a n g d is e b a b k a n o le h
k e n d a r a a n k o ta B a n d u n g y a n g s e m a k in b a n y a k , a k a n te ta p i la h a n y a n g d ig u n a k a n
u n tu k
penanam an
tid a k
s e im b a n g
a p a la g i tin g k a t la ju
penduduk
s e m a k in m e n in g g i tia p ta h u n n y a . B a n d u n g y a n g b e r a d a d a la m
d a e ra h
p a lin g
b e rb a h a y a ,
a la s a n n y a
p o lu ta n
b e ra d a
cukup
d i k o ta
B andung
c e k u n g a n m e ru p a k a n
la m a
di
u d a ra
dan
m e n g e n d a p le b ih b a n y a k d i s e k ita rn y a . B e rb e d a d e n g a n J a k a rta y a n g b e ra d a d i te p i
p a n ta i p o lu s i u d a ra la n g s u n g te rb u a n g b e b a s . (h ttp ://w w w .a h m a d h e ry a w a n .c o m /)
U n tu k
itu
p e n u lis
in g in
m em buat
sebuah
kam panye
yang
b e rtu ju a n
u n tu k
m e n g u r a n g i tin g k a t p o lu ta n u d a r a k o ta B a n d u n g d e m i p e n u r u n a n s u h u u d a r a . D a la m
k a m p a n y e in i p e n u lis b e r u s a h a u n tu k m e n g a ja k m a s y a r a k a t k o ta B a n d u n g a g a r le b ih
p e d u li lin g k u n g a n n y a m e la lu i p e n g h ija u a n d i s e k ita r ru m a h a ta u te m p a t tin g g a ln y a
dengan
s e p e rti
m e m a n fa a tk a n
in i
m aka
la m a
la h a n
yang
k e la m a a n
te rb a ta s
tim b u l
k a re n a
bencana
jik a
d ib ia rk a n
s e p e rti
w abah
keadaan
te ru s
p e n y a k it
yang
m e w a b a h , p e ru b a h a n c u a c a y a n g tid a k m e n e n tu , ra s a p a n a s y a n g m e n y e n g a t, b a h k a n
b is a
m e n im b u lk a n
h u ja n
asam .
M e la lu i
penggunaan
b e n tu k -b e n tu k
v is u a l,
d ih a ra p k a n a k a n tim b u l k e s a d a ra n d a la m d iri m a s y a ra k a t. K a m p a n y e a k a n d ila k u k a n
s e c a ra
b e rk e s in a m b u n g a n
dengan
dua
ta h a p a n
u n tu k
ke
ara h
p e rk e n a la n
je n is
ta n a m a n d a n c a ra p e n a n a m a n y a n g b e rb e d a .
P e n u lis m e m ilih te m a in i k a re n a s e b a g a i s a la h s a tu m a s y ra k a t k o ta B a n d u n g y a n g
a k h ir-a k h ir in i m e ra s a k a n u d a ra d i s ia n g h a ri s a a t h a ri c e ra h te ra s a s a n g a t p a n a s d a n
k u ra n g n y a
ta n a m a n
u n tu k
m e n a n g g u la n g i h a l te rs e b u t. J ik a
d ib a n d in g k a n
dengan
B a n d u n g y a n g d u lu , w a la u p u n s ia n g h a r i c e r a h d a n m a ta h a r i m e n y e n g a t u d a r a m a s ih
te ra s a
s e ju k . U n tu k
itu
d ih a ra p k a n
m as y a ra k a t
k o ta
B andung
u n tu k
tu ru t
p e d u li
k a re n a p e n a n a m a n b is a d ila k u k a n d i m a n a s a ja , d i m a n a p u n d a n tid a k te rb a ta s o le h
tid a k
adanya
d ia ta s i
la h a n
m e la lu i
penanam an
p e n a n a m a n . K a re n a
penanam an
ta n a m a n
dengan
dengan
c a ra
k e te rb a ta s a n
c a ra
m enanam
b e rtin g k a t,
w a ll
la h a n
di
p o t,
garden
u n tu k
m enanam
v e r tik u ltu r
y a itu
b is a
g a r d e n in g
penanam an
pada
d in d in g - d in d in g r u m a h , a ta u g r e e n r o o f a ta u ta m a n a ta p y a itu p e n a n a m a n ta n a m a n
h ija u d i a ta p ru m a h , ta n a m a n ra m b a t, p a g a r ta n a m a n .
1 .2 P e r m a s a la h a n d a n R u a n g L in g k u p
P e rm a s a la h a n
yang
te rja d i
dan
d ira s a k a n
di
m a s y a ra k a t
s e k a ra n g
in i, la lu
ru a n g
lin g k u p d a ri k e g ia ta n k a m p a n y e in i a d a la h m a s y a ra k a t k o ta B a n d u n g .
1 .2 .1 P e r m a s a la h a n
P e rm a s a la h a n
d is e b a b k a n
yang
o le h
k ita
te m u i
k e n d a ra a n
di
s in i
b e rm o to r
a d a la h
m aupun
tin g k a t
asap
p e n c e m a ra n
p a b rik
a ta u p u n
u d a ra
d a ri
yang
b a k a ra n
s a m p a h a ta u k e b a k a ra n h u ta n te ru s m e n in g k a t s e h in g g a m e n g h a s ilk a n p o lu ta n u d a ra .
H a s il
d a ri
in i
jik a
d ilih a t
d a ri
sudut
m a n u s ia
dapat
m em bahayakan
k e s e h a ta n
m a n u s ia la lu jik a d ilih a t d a ri s u d u t lin g k u n g a n s e k ita r, p o lu ta n in i b is a m e m b e rik a n
e fe k
yang
fa ta l
te ru ta m a
m a s a la h
w a r m in g . S e la in itu d ita m b a h
k e n a ik a n
d e n g a n la ju
suhu
a ta u
d is e b u t
sebagai
g lo b a l
k e n a ik a n p e n d u d u k y a n g tia p ta h u n n y a
m e n in g k a t s e h in g g a la h a n u n tu k p e n a n a m a n d i k o ta s e m a k in s e d ik it.
B e r d a s a r la ta r b e la k a n g d i a ta s b is a k ita s im p u lk a n b e b e r a p a p e r m a s a la h a n , y a itu :
1 . B a g a im a n a
ca ra
m e ra n c a n g
kam panye
m e m p u n y a i k e s a d a ra n u n tu k c in ta d a n
yang
e fe k tif
s e h in g g a
s e m a n g a t u n tu k m e n a n a m
m a s y a ra k a t
d i lin g k u n g a n
s e k ita r n y a d e n g a n p e n a n a m a n la h a n y a n g te r b a ta s ?
1 .2 .2 R u a n g L in g k u p P e r a n c a n g a n
R uang
lin g k u p
p e ra n c a n g a n
d itu ju k a n
kepada
seg m en
m enengah
ke
baw ah
yang
m e m p u n y a i la h a n p e n a n a m a n y a n g s e m p it a ta u s e d ik it d e n g a n ta rg e tn y a m a s y a ra k a t
k o ta B a n d u n g y a n g d ira s a k a n tia p ta h u n n y a s u h u u d a ra m e n in g k a t. D ilih a t d a ri d a ta
p a d a ta h u n 1 9 9 8 s u h u u d a ra d i B a n d u n g s a a t c e ra h 2 3 ,5
o
C , u d a ra B a n d u n g ta h u n
2 0 0 9 m e n in g k a t m e n ja d i 2 8 ,3 -2 9 ,9
C u ra h
h u ja n
k o ta
B andung
2010
o
o
C , s e d a n g k a n u d a ra ta h u n 2 0 1 0 m a k s im a l 3 1 C .
pun
te rb ila n g
c u a c a y a n g m e n d a d a k . S e la in itu R T H
e k s trim , s e rin g
te rja d i p e ru b a h a n
k o ta B a n d u n g d i w a k tu d u lu m e n c a p a i 7 0 %
s e k a ra n g h a n y a 8 % .
1 .3 T u ju a n P e r a n c a n g a n
T u ju a n p e ra n c a n g a n b e rd a s a rk a n ru m u s a n m a s a la h d i a ta s a d a la h s e b a g a i b e rik u t:
1 . M e n g a ja rk a n
d itim b u lk a n
kepada
m e la lu i
m a s y a ra k a t
p e n g h ija u a n
m a n fa a t
te rs e b u t
d a ri
p e n g h ija u a n
u n tu k
s e rta
m a s y a ra k a tn y a
e fe k
yang
s e n d iri.
L a lu
m e m b e rik a n a lte rn a tif a ta u c a ra m e n g a ta s i k e te rb a ta s a n p e n a n a m a n d i la h a n y a n g
s e m p it.
2 . M e m p e rk e n a lk a n
d ila k u k a n
dan
kepada
b is a
m a s y a ra k a t c a ra
d ila k u k a n
dengan
penanam an
b ia y a
yang
d i la h a n
m u ra h
te rb a ta s itu
la lu
e fe k tif.
b is a
M e la lu i
k a m p a n y e a ta u p e n g k o m u n ik a s ia n y a n g te p a t p e n u lis d a p a t m e n g a ja k m a s y a r a k a t
agar
p e d u li
te m p a t
pada
lin g k u n g a n
tin g g a ln y a
m em buat
u n tu k
kam panye
s e k ita r
p e n g h ija u a n .
b e rta h a p
yang
m e la lu i
lin g k u n g a n
H al
akan
in i
a w a ln y a
te r d e k a tn y a
d ila k u k a n
d id e k a tk a n
p e n u lis
dengan
s e p e rti
dengan
penggunaan
ta n a m a n k o n s u m s i ( b u a h - b u a h a n , s a y u r - s a y u r a n , d a n o b a t - o b a ta n ) .
1 .4 S u m b e r d a n T e k n ik P e n g u m p u la n D a ta
1.
K u is io n e r
Pada
p e n e litia n
d ib a g ik a n
s e c a ra
in i
p e n u lis
acak
yang
m e n y e b a rk a n
d iu ta m a k a n
k u is io n e r
kepada
b e rju m la h
65
m asyarakat yang
le m b a r
dan
tin g g a l d e n g a n
m e m p u n y a i la h a n s e m p it u n tu k p e n a n a m a n .
2.
W a w a n c a ra
W a w a n c a ra
bebas.
yang
d ila k u k a n
W a w a n ca ra
p e n u lis
b e rs tru k tu r
d ila k u k a n
d ila k u k a n
o le h
s e ca ra
te rp im p in
B adan
B a n d u n g , A r s ite k tu r L a n d s c a p e , la lu w a w a n c a r a m e n d a la m
a ta u m a s y a ra k a t y a n g s u k a m e n a n a m d i lin g k u n g a n ru m a h .
D in a s
dan
ju g a
L in g k u n g a n
s e c a ra
k o ta
d ila k u k a n s e p u ta r w a r g a
3.
S tu d i P u s ta k a
S tu d i p u s ta k a d ila k u k a n d e n g a n m e n c a ri d a ta le w a t in te rn e t d a n m e n c a ri b u k u y a n g
s e s u a i d e n g a n to p ik y a n g d ip ilih d a n d ip e rlu k a n u n tu k m e m e n u h i k e le n g k a p a n d a ta .
1 .5 S k e m a P e r a n c a n g a n
G a m b a r 1 .1 S k e m a P e r a n c a n g a n
S u m b e r: K a ry a T u g a s A k h ir
B A B V
K E S IM P U L A N D A N D A N S A R A N
5 .1 K e s im p u la n
K a m p a n y e p e n g h ija u a n d i la h a n te rb a ta s itu p e rlu d ila k u k a n k a re n a m e lilh a t k e a d a a n
d i s e k ita r k o ta
suhu
u d a ra
B andung
k o ta
a k h ir -a k h ir in i te rja d i p e ru b a h a n c u a c a
B andung
yang
sangat
tin g g i
ji k a
u d a ra
cera h
d a m p a k d a ri y a n g n a m a n y a g lo b a l w a r m in g . G lo b a l w a r m in g
a la m
y a n g e k s trim
yang
dan
m e ru p a k a n
m e ru p a k a n m a s a la h
y a n g h a ru s d ik u ra n g in k a re n a la m a -k e la m a a n b u m i a k a n te ra s a m e m a n a s d a n
b a n y a k b e n c a n a a la m
te rja d i d a n y a n g p a lin g te rk e n a d a m p a k d a ri b e n c a n a te r s e b u t
a d a la h ta rg e t y a itu o ra n g -o ra n g m e n e n g a h k e b a w a h .
A w al
kam panye
akan
d ila k u k a n
dengan
penanam an
m enggunakan
ta n a m a n
k o n s u m s i y a n g p e m e lih a ra a n y a m u d a h ta p i b is a m e n g h a s ilk a n d a n m e n g u n tu n g k a n ,
h a l in i d ik a re n a k a n ta rg e t jik a m a u m e la k u k a n s e s u a tu
h a ru s a d a m a n fa a tn y a b a g i
m e re k a , s e la in itu ta rg e t ju g a tid a k m e n g e n a l a rti k a ta d a ri g lo b a l w a r m in g k a re n a n y a
agar
ta rg e t
m au
m enanam ,
m e ra w a t
dan
m e m e lih a ra
ta n a m a n n y a
s e la lu
h a ru s
d ila k u k a n s e c a r a b e r ta h a p a ta u p e la n - p e la n . J u g a tid a k lu p a m e m b e r ik a n p e n d a la m a n
dan
p e n g e ta h u a n
m e n g e n a i g lo b a l w a r m in g
se c a ra
b e rta h a p d a n
p e la n -p e la n
s e r ta
m e m b e rik a n p e n g e ta h u a n b a h w a p e n a n g g u la n g a n te rh a d a p m a s a la h te rs e b u t m e la lu i
p e n g h ija u a n .
K a m p a n y e in i a k a n d ila k u k a n s e c a ra b e rta h a p a g a r ta rg e t m e n g e ta h u i k e g u n a a n d a ri
m enanam
ta n a m a n d a n a k h irn y a m e n ja d i te rta rik d a n m a u m e n a n a m
s e rta m e ra w a t
ta n a m a n te rs e b u t. K a m p a n y e d ila k u k a n d e n g a n tig a ta h a p a n y a itu ta h u n p e rta m a d a n
kedua
m enggunakan
pesan
yang
m a s a la h
ta n a m a n
b e rh u b u n g a n
keuangan.
m enggunakan
dengan
Tahun
b e rb a g a i
konsum si yang
kedua
c a ra
b e r f u n g s i s e b a g a i p e n g h e m a t a n .a t a u
p e n d a p a ta n
k a re n a
pun
sam a
m a s ih
p e m a n fa a ta n
yang
ta rg e t s a n g a t k ritis
ta p i
ada
le b ih
u n tu k
ke
a ra h
te rh a d a p
k e in d a h a n
penanam an
di
la h a n
te rb a ta s s e p e rti p a g a r ta n a m a n , w a ll g a r d e n , d a n ta n a m a n ra m b a t. B a ru la h s e te la h
ta h u n
k e tig a
m u la i
d ik e n a lk a n
dengan
yang
nam anya
g lo b a l
w a r m in g
itu ,
dan
ta n a m a n y a n g d a p a t m e n g u ra n g i p o lu s i u d a ra a g a r o ra n g -o ra n g y a n g s u d a h te rb ia s a
m e n a n a m ta n a m a n k o n s u m s i ja d i te rta rik u n tu k m e n a m b a h je n is ta n a m a n n y a .
K a m p a n y e d is e s u a ik a n d e n g a n ta rg e tn y a y a itu h a ru s la h m e n g g u n a k a n k a ta -k a ta y a n g
je la s , g a m b a r y a n g m e n a rik p e rh a tia n a g a k ta rg e t m u d a h m e n g e rti d a n te rta rik m a u
m e n a n a m . S e la in itu k a r e n a ta r g e t le b ih p e r c a y a h a l y a n g n y a ta m a k a g a m b a r h a r u s
m e n g g u n a k a n fo to . L o g o d a ri k a m p a n y e p u n d ib u a t d e n g a n 2 b e n tu k , y a n g p e rta m a
k a la u d ilih a t d a ri d e k a t s e d a n g m e la k u k a n p e n a n a m a n d a n b e n tu k y a n g k e d u a jik a
d ilih a t d a ri ja u h a d a la h d a m p a k d a ri o ra n g y a n g s u d a h m e la k u k a n p e n a n a m a n y a itu
senang
dan
m enandakan
te rs e n y u m a k ib a t
bahw a
jik a
k ita
d a ri
h a s il
m enanam
ta n a m a n
m aka
yang
d ita n a m n y a .
h a s il d a ri m e n a n a m a n
H al
in i
te r s e b u t b s ia
m e n d a p a tk a n s u a s a n a h a ti k ita m e n ja d i s e n a n g .
5 .2 S a r a n P e n u lis
S a ra n y a n g d ib e rik a n p e n u lis o le h d o s e n p e n g u ji s a a t s id a n g a k h ir a d a la h a g a r le b ih
m e n g o la h la g i p e n e r a p a n v is u a ln y a k a r e n a d a la m p e n e r a p a n v is u a ln y a p e n u lis te r la lu
b a n y a k m e n g g u n a k a n tu lis a n y a n g s e h a ru s n y a tu lis a n d ig a n tik a n le b ih b a n y a k o b je k o b je k
gam bar dan
ada
b e b e ra p a
p esan
yang
d ira s a
k u ra n g
cocok
u n tu k
ta rg e tn y a
s e p e rti m e r c h a n d is e p irin g y a n g d ira s a ta rg e t m e m a n g le b ih s e rin g m a k a n s a y u ra n
ja d i k a ta “ a s ik ” k u ra n g te p a t (k e s a n n y a ja ra n g m a k a n s a y u r). P e n g g u n a a n b a h a s a p u n
m a s ih te rla lu k a k u s e p e rti b a h a s a d a ri p e m e rin ta h le b ih b a ik m e n g g u n a k a n b a h a s a
s e p e rti
p a n tu n
yang
lu c u .
D ih a ra p k a n
p e n g e rja a n n y a d i m a s a m e n d a ta n g .
m a h a s is w a
l e b ih
b a ik
la g i
d a la m
D A FT A R PU ST A K A
V enus,
D rs .
A n ta r,
M .A .
2004.
M a n a je m e n
K am panye.
B andung:
S im b io s a
R e k a ta m a M e d ia .
D e w a n N a s io n a l P e ru b a h a n Ik lim .2 0 0 9 . P e m a n a s a n G lo b a l d a n P e r b u a h a n Ik lim .
J a k a rta .
E I n g e ls , J a c k . 2 0 0 4 . L a n d s c a p in g P r in c ip le s & P r a c tic e s . U n ite d S ta te s o f A m e r ic a :
T h o m s o n D e lm a r L e a r n in g .
S a n u s i, B e n n y . 2 0 1 0 . S u k s e s B e r ta n a m S a y u r a n D i L a h a n S e m p it . J a k a rta :
A g ro m e d ia P u s ta k a .
F e ria d i, H e n ry d a n H e in z F ric k . 2 0 0 8 . A ta p B e r ta n a m a n E k o lo g is d a n F u n g s io n a l.
Y o g y a k a rta : K a n is iu s .
2 8 N o v e m b e r H a ri M e n a n a m P o h o n In d o n e s ia , 1 0 N o v e m b e r 2 0 0 8 ,
h ttp ://n a s io n a l.k o m p a s .c o m /re a d /2 0 0 8 /1 1 /1 0 /1 6 0 5 1 1 4 6 /2 8 .n o v e m b e r.h a ri.m e n a n a m .
p o h o n .in d o n e s ia , d iu n d u h ta n g g a l 2 9 A g u s tu s 2 0 1 0 p a d a p u k u l 1 0 .2 2 w ib
A b r a h a m M a s lo w , h ttp ://e n .w ik ip e d ia .o r g /w ik i/A b r a h a m _ M a s lo w , d iu n d u h t a n g g a l,
1 6 O k to b e r 2 0 1 0 p u k u l 2 3 .2 0 w ib
M e n a n a m T a n a m a n D in d in g , 1 M a re t 2 0 1 0 ,
h ttp ://w w w .ru m a h d a n p ro p e rti.c o m /n e w s /2 3 /m e n a n a m ta n a m a n ru m a h d id in d in g w a llg a
rd e n -8 1 .a s p x , d iu n d u h ta n g g a l 2 9 A g u s tu s 2 0 1 0 p a d a p u k u l 1 0 .4 0 w ib
T a m a n A ta p P e n g h ija u a n d i R u a n g T e rb u k a , 2 9 S e p te m b e r 2 0 0 5 ,
h ttp ://w w w .s u a ra k a ry a -o n lin e .c o m /n e w s .h tm l? id = 1 2 2 7 2 7 , d iu n d u h ta n g g a l 2 7
A g u s tu s 2 0 1 0 p a d a p u k u l 1 0 .1 9 w ib
B e n a rk a h R T H K o ta B a n d u n g S u d a h 8 ,7 6 % , 2 8 F e b u a ri 2 0 0 9 ,
h ttp ://w w w .k lik g a la m e d ia .c o m /in d e x e d is i.p h p ? id = 2 0 1 0 0 8 0 2 & w a rta k o d e = 2 0 1 0 0 8 0 2
0 2 5 9 0 6 ,d iu n d u h ta n g g a l 2 9 A g u s tu s 2 0 1 0 p a d a p u k u l 0 2 .3 6 w ib
T in g k a t P o lu s i U d a ra J a b a r T e rtin g g i, 2 9 J u li 2 0 0 9 ,
h ttp ://w w w .a h m a d h e ry a w a n .c o m /lin ta s -ja b a r/lin g k u n g a n -h id u p /5 8 9 0 -tin g k a t-p o lu s iu d a ra -ja b a r-te rtin g g i.h tm l, d iu n d u h ta n g g a l 2 7 A g u s tu s p u k u l 1 0 .2 3 w ib
B e k e rja U n tu k M e m e n u h i K e p e rlu a n d a n K e h e n d a k , 1 7 S e p e te m b e r 2 0 0 9 ,
h ttp ://w w w .m o tiv a s i-k e rja .c o m /ta g /te o ri-m a s lo w , d iu n d u h ta n g g a l 8 D e s e m b e r 2 0 1 0
p u k u l 1 6 .0 7 w ib
h ttp ://w w w .b p lh d ja b a r.g o .id / , d iu n d u h ta n g g a l 1 6 O k to b e r 2 0 1 0 p u k u l 2 3 .1 7 w i b
h ttp ://w w w .u n ile v e r.c o m , d iu n d u h ta n g g a l 1 6 O k to b e r 2 0 1 0 p u k u l 2 3 .2 5 w ib
P e d o m a n P e m b u a ta n T a n a m a n P e n g h ija u a n K o ta G e r a k a n N a s io n a l R e h a b ilita s i
H u ta n d a n L a h a n , 2 2 J u li 2 0 0 4 , h ttp ://w w w .d e p h u t.g o .id /file s /l1 _ 6 _ p 0 3 _ 0 4 .p d f,
d iu n d u h ta n g g a l 3 0 A g u s tu s 2 0 1 0 p u k u l 0 7 .3 0 w ib
P e d u li G lo b a l W a r m in g , 7 D e s e m b e r 2 0 0 9 , h ttp ://b a ta v ia s e .c o .id /c o n te n t/p e d u li g lo b a l-w a rm in g , d iu n d u h ta n g g a l 2 8 A g u s tu s 2 0 1 0 p u k u l 1 8 .2 3 w ib
R u a n g T e rb u k a H ija u K o ta : D e fin is i, F u n g s i, C a k u p a n , d a n M a n fa a tn y a ,
h ttp ://s e m a n g a tb e la ja r.c o m /ru a n g -te rb u k a -h ija u -k o ta -d e fin is i-f u n g s i-c a k u p a n m a n fa a tn y a /, d iu n d u h p a d a ta n g g a l 2 9 A g u s tu s 2 0 1 0
p u k u l 0 1 .1 0 w i b
S u h a rn o , P a g a r T a n a m a n , M u ra h d a n R a m a h L in g k u n g a n , 1 6 A g u s tu s 2 0 1 0 ,
h ttp ://h a ria n jo g lo s e m a r.c o m /b e rita /p a g a r -ta n a m a n -m u ra h -d a n -r a m a h -lin g k u n g a n 2 2 5 3 7 .h tm l, d iu n d u h ta n g g a l 2 9 A g u s tu s 2 0 1 0 w a k tu 2 0 .1 4 w ib
C a n tik d e n g a n T a n a m a n R a m b a t, 2 6 A g u s tu s 2 0 0 9 ,
h ttp ://p ro p e rti.k o m p a s .c o m /re a d /2 0 0 9 /0 8 /2 6 /1 4 1 0 0 7 7 0 /C a n tik .d e n g a n .T a n a m a n .R a m
b a t, d iu n d u h ta n g g a l 3 0 A g u s tu s 2 0 1 0 w a k tu 2 1 .1 3 w ib
h ttp ://w w w .ra s e fm .c o m /, d iu n d u h ta n g g a l 2 9 A g u s tu s w a k tu 2 0 .1 0 w ib
h ttp ://w w w .g o g re e n in d o n e s ia k u .c o m /, d iu n d u h ta n g g a l 3 0 A g u s tu s w a k tu 2 0 .1 7 w ib
A g in g H a r p e r a n d O b a m a , A p o lo g iz e fo r C lim a te C h a o s , 2 9 N o v e m b e r 2 0 0 9 ,
h ttp ://w w w .g re e n p e a c e .o rg /c a n a d a /e n /re c e n t/h a rp e r-c lim a te -c h a n g e /,d iu n d u h ta n g g a l
1 9 S e p te m b e r w a k tu 1 6 .4 7 w ib
G r e e n p e a c e A g in g C a m p a ig n fo r C o p e n h a g e n 2 0 0 9 ,
h ttp ://g u a n a b e e .c o m /g a lle ry /g re e n p e a c e -c o p e n h a g e n -2 0 0 9 /o b a m a -2 -2 /, d iu n d u h
ta n g g a l 1 9 S e p te m b e r w a k tu 1 6 .3 2 w ib
P ic tio n a r y C a m p a ig n , h ttp ://w w w .fu b iz .n e t/2 0 1 0 /0 8 /1 1 /p ic tio n a ry -c a m p a ig n /,
d iu n d u h ta n g g a l 1 9 S e p te m b e r w a k tu 1 6 .3 0 w ib
P e g h ija u a n
di
tu m b u h a n
s e b ia s a
la h a n
yang
m u n g k in
te rb a ta s
d ila k u k a n
d ita ta
M e m a n fa a tk a n la h a n
dengan
a ta u
d ia tu r
penanam an
m e m a n fa a tk a n
agar
d e n g a n b e rta n a m
y a itu d e n g a n m e n a n a m
m enanam
m e ru p a k a n
b is a
m enggunakan
la h a n
d ija d ik a n
yang
ta n a m a n
seadanya
te m p a t
u n tu k
a ta u
(k e c il ta p i
m e n a n a m ).
ta n a m a n m e m p u y a i b a n y a k c a ra d ia n ta rn y a
m e n g g u n a k a n p o t la lu p o t te rs e b u t b is a d is u s u n d e n g a n c a ra
s e c a ra v e rtik u ltu r, p a g a r ta n a m a n , ta n a m a n ra m b a t, w a ll g a r d e n , a ta u p u n
g r e e n r o o f.
M enanam
ta n a m a n
itu
sangan
banyak
k e u n tu n g a n n y a , s e la in
d a m p a k g lo b a l w a rm in g d e n g a n m e n a n a m
segar
bebas
m e n g h in d a rk a n
d a ri
k ita ju g a b is a m e n d a p a tk a n u d a ra y a n g
p o lu s i, k e in d a h a n , k e s e h a ta n , jik a
ta n a m a n
konsum si
m aka
h a s iln y a
d a p a t d in ik m a ti s e n d iri a ta u p u n b is a d iju a l, h a s il d a r i ta n a m a n s e n d iri le b ih te rja g a
k e s e h a ta n n y a d a r ip a d a b e li d a r i p a s a r a ta u p u n s u p e r m a r k e t .
D A F T A R IS I
C O V E R D A L A M .................................................................................................... i
L E M B A R P E N G E S A H A N .................................................................................... ii
L E M B A R P E R N Y A T A A N O R I S I N A L I T A S K A R Y A D A N L A P O R A N ........ iii
PE R N Y A T A A N
P U B L I K A S I L A P O R A N P E N E L I T I A N ................................ iv
A B S T R A K ............................................................................................................... v
K A T A P E N G A N T A R ............................................................................................. v i
D A F T A R I S I ............................................................................................................ v ii
D A F T A R G A M B A R ............................................................................................... v iii
B A B I P E N D A H U L U A N ........................................................................................ 1
1 .1 L a ta r B e la k a n g .................................................................................................... 1
1 .2 P e rm a s a la h a n d a n R u a n g L in g k u p ...................................................................... 3
1 .2 .1 P e rm a s a la h a n ................................................................................................. 3
1 .2 .2 R u a m g L in g k u p P e ra n c a n g a n ....................................................................... 3
1 .3 T u ju a n P e ra n c a n g a n ............................................................................................ 4
1 .4 S u m b e r d a n T e k n ik P e n g u m p u la n D a ta .............................................................. 4
1 .5 S k e m a P e ra n c a n g a n ............................................................................................ 5
B A B I I L A N D A S A N T E O R I ................................................................................. 6
2 .1 K a m p a n y e ........................................................................................................... 6
2 .2 J e n is K a m p a n y e .................................................................................................. 6
2 .3 T a h a p a n d a la m K a m p a n y e .................................................................................. 7
2 .4 S tra te g i d a n T a k tik d a la m K a m p a n y e ................................................................. 8
2 .5 M e n e n tu k a n Is i d a n P e s a n d a la m K a m p a n y e ...................................................... 8
2 .6 S a lu ra n d a la m K a m p a n y e ................................................................................... 9
2 .8 T e o ri M a s lo w ...................................................................................................... 1 0
B A B I I I D A T A D A N A N A L I S I S M A S A L A H ..................................................... 1 2
3 .1 D a ta d a n F a k ta ..................................................................................................... 1 2
3 .1 .1 L e m b a g a P e n d u k u n g K a m p a n y e
12
3 .1 .1 .1 B P L H D K o ta B a n d u n g
12
3 .1 .1 .2 U n ile v e r
13
3 .1 .1 .3 D a ta P e rm a s a la h a n
14
3 .1 .2 T in ja u a n T e rh a d a p P ro y e k / P e rs o a la n S e je n is
21
3 .1 .2 .1 B a n d u n g G r e e n a n d C le a n
22
3 .1 .2 .2 J a rin g a n H ija u M a n d iri (J H M )
23
3 .1 .2 .3 G r e e n p e a c e
24
3 .2 A n a lis a T e r h a d a p P e r m a s a la h a n B e r d a s a r k a n D a ta d a n F a k ta ........................... 2 6
3 .2 .1 S e g m e n ta s i .................................................................................................... 2 8
3 .2 .2 T a rg e tin g K a m p a n y e T a h u n P e rta m a ............................................................ 2 8
3 .2 .3 T a rg e tin g K a m p a n y e T a h u n K e d u a .............................................................. 3 0
3 .2 .4 T a rg e tin g K a m p a n y e T a h u n K e tig a .............................................................. 3 0
3 .2 .5 S W O T ........................................................................................................... 3 0
B A B I V P E M E C A H A N M A S A L A H .................................................................... 3 2
4 .1 K o n s e p K o m u n ik a s i ............................................................................................ 3 2
4 .2 K o n s e p K re a tif .................................................................................................... 3 3
4 .2 .1 G a y a g a m b a r ................................................................................................. 3 3
4 .2 .2 L a y o u t ........................................................................................................... 3 4
4 .2 .3 G a y a T ip o g ra fi .............................................................................................. 3 4
4 .2 .4 W a rn a ............................................................................................................ 3 6
4 .3 K o n s e p M e d ia ..................................................................................................... 3 6
4 .4 H a s il K a ry a .......................................................................................................... 4 2
4 .4 .1 L o g o .............................................................................................................. 4 3
4 .4 .2 P o s te r te n ta n g M e n g h e m a t U a n g B e la n ja ..................................................... 4 5
4 .4 .3 M e r c h a n d is e p irin g , m a n g k u k , d a n m u g ....................................................... 4 6
4 .4 .3 .1 P irin g ....................................................................................................... 4 6
4 .4 .3 .2 M a n g k u k ................................................................................................. 4 7
4 .4 .3 .3 M u g ......................................................................................................... 4 7
4 .4 .4 S p a n d u k M o b il P e n g e ra s S u a ra .................................................................... 4 8
4 .4 .5 M e d ia A m b ie n t te n ta n g M a n fa a t T a n a m a n K o n s u m s i .................................. 4 9
4 .4 .6 B ro s u r ............................................................................................................ 5 0
4 .4 .7 M u ra l te n ta n g P e m e b e la ja ra n V e rtik u ltu r a ta u j P o t B e rtin g k a t .................... 5 1
4 .4 .8 M u ra l te n ta n g H a s iln y a jik a M e n a n a m ......................................................... 5 2
4 .4 .9 G o o d y B a g ..................................................................................................... 5 3
4 .4 .1 0 T -S h ir t ......................................................................................................... 5 3
4 .4 .1 1 T o p i ............................................................................................................. 5 4
4 .4 .1 2 K a le n d e r ...................................................................................................... 5 4
4 .4 .1 3 B ib it T a n a m a n ............................................................................................. 5 5
4 .4 .1 4 T im P e n y u lu h .............................................................................................. 5 6
4 .4 .1 5 P o s te r E v e n t L o m b a M e n a n a m ................................................................... 5 7
4 .4 .1 6 P o s te r te n ta n g K e b e rh a s ila n O ra n g y a n g M e n a n a m T a n a m a n K o n s u m s i . 5 8
4 .5 B u d g e tin g ............................................................................................................ 5 9
B A B V K E S I M P U L A N D A N S A R A N .................................................................. 6 0
5 .1 K e s im p u la n ......................................................................................................... 6 0
5 .2 S a ra n .................................................................................................................... 6 0
D A F T A R P U S T A K A .............................................................................................. ix
D A F T A R L A M P I R A N ........................................................................................... x
D A T A D I R I .............................................................................................................. x i
D A FT A R G A M B A R
G a m b a r 1 .1 ............................................................................................................. 5
G a m b a r 2 .1 ............................................................................................................. 1 0
G a m b a r 3 .1 ............................................................................................................. 1 2
G a m b a r 3 .2 ............................................................................................................. 1 3
G a m b a r 3 .3 ............................................................................................................. 1 5
G a m b a r 3 .4 ............................................................................................................. 2 2
G a m b a r 3 .5 ............................................................................................................. 2 2
G a m b a r 3 .6 ............................................................................................................. 2 2
G a m b a r 3 .7 ............................................................................................................. 2 3
G a m b a r 3 .8 ............................................................................................................. 2 3
G a m b a r 3 .9 ............................................................................................................. 2 4
G a m b a r 3 .1 0 ........................................................................................................... 2 4
G a m b a r 3 .1 1 ........................................................................................................... 2 5
G a m b a r 3 .1 2 ........................................................................................................... 2 5
G a m b a r 3 .1 3 ........................................................................................................... 2 5
G a m b a r 4 .1 ............................................................................................................. 3 7
G a m b a r 4 .2 ............................................................................................................. 4 3
G a m b a r 4 .3 ............................................................................................................. 4 4
G a m b a r 4 .4 ............................................................................................................. 4 4
G a m b a r 4 .5 ............................................................................................................. 4 4
G a m b a r 4 .6 ............................................................................................................. 4 5
G a m b a r 4 .7 ............................................................................................................. 4 5
G a m b a r 4 .8 ............................................................................................................. 4 6
G a m b a r 4 .9 ............................................................................................................. 4 7
G a m b a r 4 .1 0 ........................................................................................................... 4 8
G a m b a r 4 .1 1 ........................................................................................................... 4 8
G a m b a r 4 .1 2 ........................................................................................................... 4 9
G a m b a r 4 .1 3 ........................................................................................................... 4 9
G a m b a r 4 .1 4 ........................................................................................................... 5 0
G a m b a r 4 .1 5 ........................................................................................................... 5 1
G a m b a r 4 .1 6 ........................................................................................................... 5 1
G a m b a r 4 .1 7 ........................................................................................................... 5 2
G a m b a r 4 .1 8 ........................................................................................................... 5 2
G a m b a r 4 .1 9 ........................................................................................................... 5 3
G a m b a r 4 .2 0 ........................................................................................................... 5 3
G a m b a r 4 .2 1 ........................................................................................................... 5 4
G a m b a r 4 .2 2 ........................................................................................................... 5 4
G a m b a r 4 .2 3 ........................................................................................................... 5 5
G a m b a r 4 .2 4 ........................................................................................................... 5 6
G a m b a r 4 .2 5 ........................................................................................................... 5 6
G a m b a r 4 .2 7 ........................................................................................................... 5 7
G a m b a r 4 .2 8 ........................................................................................................... 5 7
G a m b a r 4 .2 9 ........................................................................................................... 5 8
G a m b a r 4 .3 0 ........................................................................................................... 5 8
G a m b a r 4 .3 1 ........................................................................................................... 5 9
D A F T A R L A M P IR A N
L a m p ira n A : W a w a n c a ra d e n g a n T u lu s T .H S ib u e a ( D is a s te r M itig a tio n S u b
S e c tio n ) d a ri B P L H D J a b a r ....................................................................................... 6 2
L a m p ira n B : W a w a n c a ra d e n g a n A n d re F irm a n IR ( A r s ite k tu r L a n d s e k a p ) ........... 6 3
L a m p ira n C : W a w a n c a ra d e n g a n P a R u h im a t (P a R T 0 7 R W
0 4 ) ........................... 6 4
L a m p ira n D : K u is io n e r D a ta P e n g h ija u a n ................................................................ 6 6
L a m p ira n E : K u is io n e r L o g o .................................................................................... 6 9
L a m p ira n F : S k e ts a ................................................................................................... 7 0
B A B I
PE N D A H U L U A N
1 .1 L a ta r B e la k a n g
K a ta
p e n g h ija u a n
m u n g k in
sudah
s e rin g
te rd e n g a r
di
m a n a -m a n a ,
a rti
d a ri
p e n g h ija u a n itu s a n g a t b a n y a k , s a la h s a tu n y a a d a la h u s a h a m e n g h ija u k a n b u m i d a ri
y a n g n a m a n y a m a s a la h p e n c e m a ra n lin g k u n g a n . U s a h a p e n g h ija u a n d i m a s y a ra k a t
y a n g d ila k u k a n o le h p e m e rin ta h itu s u d a h b a n y a k , k ita a m b il c o n to h p a d a ta n g g a l 2 8
N ovem ber 2008
k e m a rin
m e ru p a k a n
ta n g g a l m e n a n a m
pohon
n a s io n a l In d o n e s ia .
K e m u d ia n b u la n D e s e m b e r d ite ta p k a n s e b a g a i B u la n M e n a n a m .
(h ttp ://n a s io n a l.k o m p a s .c o m )
S a la h
s a tu
c o n to h
penanam an
s e lu ru h
pohon
p e n ju ru
p e n g h ija u a n
di
s e ja k
2 0 0 3 -2 0 1 0
k o ta
ta h u n
k o ta
B andung, akan
B andung,
d a ri
te rc a ta t
h a s il
d a ta
1 .4 1 1 .0 2 4
yang
pohon
te ta p i d ik e ta h u h i 3 0 -4 0 %
d ik e ta h u i
d ita n a m
penanam an
di
pohon
tid a k b e rh a s il (m a ti). H a l u ta m a k e m a tia n in i d is e b a b k a n o le h c u a c a In d o n e s ia , la lu
h a l b e rik u tn y a
a d a la h
v o lu m e
(R u a n g
R TH
p e rh a tia n
m a s y a ra k a t y a n g
T e rb u k a
s e d a n g k a n s a m p a i s e k a ra n g
H ija u )
m a s ih
id e a ln y a
30%
(2 0 1 0 ) p e n c a p a ia n R T H
d ib ila n g
d a ri
k u ra n g . P a d a h a l
lu a s
k o ta
k o ta B a n d u n g
B andung,
itu
hanya 8% .
d ig a la k a n s e k a ra n g
in i m e lih a t
(h ttp ://w w w .k lik -g a la m e d ia .c o m /)
P e n g h ija u a n
k o n d is i
m e ru p a k a n
saat
in i.
Suhu
fa k to r y a n g
u d a ra
p e n tin g
te rb ila n g
n a ik
u n tu k
saat
in i
a k ib a t
dam pak
d a ri
g lo b a l
w a r m in g . S e la in itu u d a ra d a n c u a c a k a d a n g b e ru b a h d a ri h a r i y a n g p a n a s m e n ja d i
h u ja n le b a t. H a l in i d ik a re n a k a n g a s C O
2
a ta u g a s p o lu ta n la in y a n g s e m a k in la m a
s e m a k in b e rta m b a h ju m la h n y a y a n g d ia k ib a tk a n d a ri p e n in g k a ta n tin g k a t k e n d a ra a n
d a n ju m la h p e n d u d u k . G a s C O
panas
d a ri
m e n ja d i
m a ta h a ri
panas.
m e n y e ra p g a s C O
2
te rp e ra n g k a p
M enggunakan
2
y a n g m e n in g k a t d a n b e ra d a d i a tm o s fir m e n im b u lk a n
di
bum i
p e n g h ija u a n
dan
tid a k
y a itu
b is a
ta n a m a n
le p a s
a k ib a tn y a
bum i
a ta u
tu m b u h a n
yang
d ih a ra p k a n te rja d i p e n g u ra n g a n a k a n ju m la h d a ri g a s C O
2.
Sebagai
m a s y a ra k a t
In d o n e s ia ,
tid a k
p e rlu
u n tu k
m e lih a t
te rla lu
ja u h
s e p e rti
p e n g h ija u a n d i te n g a h k o ta d i m a n a k e m u n g k in a n m a s y a ra k a t m a la s u n tu k m e ra w a t
dan
m e m p e rh a tik a n
p e rtu m b u h a n
pohon
k o ta .
Sem angat
akan
p e n g h ija u a n
s e rta
k e in g in a n u n tu k m e ra w a t tu m b u h a n h a ru s d ia w a li d u lu d e n g a n p e n g h ija u a n d is e k ita r
k ita y a itu d i h a la m a n ru m a h .
M a s a la h y a n g in g in d ih a p u s k a n d e n g a n p e n g h ija u a n y a n g d ila k u k a n d is e k ita r ru m a h
m a s y a ra k a t d e n g a n
m e m a n fa a tk a n
la h a n
yang
te rb a ta s
a d a la h
suhu
u d a ra
d i k o ta
B a n d u n g y a n g k ia n m e n in g g i a k ib a t tin g k a t p e n c e m a ra n u d a ra y a n g d is e b a b k a n o le h
k e n d a r a a n k o ta B a n d u n g y a n g s e m a k in b a n y a k , a k a n te ta p i la h a n y a n g d ig u n a k a n
u n tu k
penanam an
tid a k
s e im b a n g
a p a la g i tin g k a t la ju
penduduk
s e m a k in m e n in g g i tia p ta h u n n y a . B a n d u n g y a n g b e r a d a d a la m
d a e ra h
p a lin g
b e rb a h a y a ,
a la s a n n y a
p o lu ta n
b e ra d a
cukup
d i k o ta
B andung
c e k u n g a n m e ru p a k a n
la m a
di
u d a ra
dan
m e n g e n d a p le b ih b a n y a k d i s e k ita rn y a . B e rb e d a d e n g a n J a k a rta y a n g b e ra d a d i te p i
p a n ta i p o lu s i u d a ra la n g s u n g te rb u a n g b e b a s . (h ttp ://w w w .a h m a d h e ry a w a n .c o m /)
U n tu k
itu
p e n u lis
in g in
m em buat
sebuah
kam panye
yang
b e rtu ju a n
u n tu k
m e n g u r a n g i tin g k a t p o lu ta n u d a r a k o ta B a n d u n g d e m i p e n u r u n a n s u h u u d a r a . D a la m
k a m p a n y e in i p e n u lis b e r u s a h a u n tu k m e n g a ja k m a s y a r a k a t k o ta B a n d u n g a g a r le b ih
p e d u li lin g k u n g a n n y a m e la lu i p e n g h ija u a n d i s e k ita r ru m a h a ta u te m p a t tin g g a ln y a
dengan
s e p e rti
m e m a n fa a tk a n
in i
m aka
la m a
la h a n
yang
k e la m a a n
te rb a ta s
tim b u l
k a re n a
bencana
jik a
d ib ia rk a n
s e p e rti
w abah
keadaan
te ru s
p e n y a k it
yang
m e w a b a h , p e ru b a h a n c u a c a y a n g tid a k m e n e n tu , ra s a p a n a s y a n g m e n y e n g a t, b a h k a n
b is a
m e n im b u lk a n
h u ja n
asam .
M e la lu i
penggunaan
b e n tu k -b e n tu k
v is u a l,
d ih a ra p k a n a k a n tim b u l k e s a d a ra n d a la m d iri m a s y a ra k a t. K a m p a n y e a k a n d ila k u k a n
s e c a ra
b e rk e s in a m b u n g a n
dengan
dua
ta h a p a n
u n tu k
ke
ara h
p e rk e n a la n
je n is
ta n a m a n d a n c a ra p e n a n a m a n y a n g b e rb e d a .
P e n u lis m e m ilih te m a in i k a re n a s e b a g a i s a la h s a tu m a s y ra k a t k o ta B a n d u n g y a n g
a k h ir-a k h ir in i m e ra s a k a n u d a ra d i s ia n g h a ri s a a t h a ri c e ra h te ra s a s a n g a t p a n a s d a n
k u ra n g n y a
ta n a m a n
u n tu k
m e n a n g g u la n g i h a l te rs e b u t. J ik a
d ib a n d in g k a n
dengan
B a n d u n g y a n g d u lu , w a la u p u n s ia n g h a r i c e r a h d a n m a ta h a r i m e n y e n g a t u d a r a m a s ih
te ra s a
s e ju k . U n tu k
itu
d ih a ra p k a n
m as y a ra k a t
k o ta
B andung
u n tu k
tu ru t
p e d u li
k a re n a p e n a n a m a n b is a d ila k u k a n d i m a n a s a ja , d i m a n a p u n d a n tid a k te rb a ta s o le h
tid a k
adanya
d ia ta s i
la h a n
m e la lu i
penanam an
p e n a n a m a n . K a re n a
penanam an
ta n a m a n
dengan
dengan
c a ra
k e te rb a ta s a n
c a ra
m enanam
b e rtin g k a t,
w a ll
la h a n
di
p o t,
garden
u n tu k
m enanam
v e r tik u ltu r
y a itu
b is a
g a r d e n in g
penanam an
pada
d in d in g - d in d in g r u m a h , a ta u g r e e n r o o f a ta u ta m a n a ta p y a itu p e n a n a m a n ta n a m a n
h ija u d i a ta p ru m a h , ta n a m a n ra m b a t, p a g a r ta n a m a n .
1 .2 P e r m a s a la h a n d a n R u a n g L in g k u p
P e rm a s a la h a n
yang
te rja d i
dan
d ira s a k a n
di
m a s y a ra k a t
s e k a ra n g
in i, la lu
ru a n g
lin g k u p d a ri k e g ia ta n k a m p a n y e in i a d a la h m a s y a ra k a t k o ta B a n d u n g .
1 .2 .1 P e r m a s a la h a n
P e rm a s a la h a n
d is e b a b k a n
yang
o le h
k ita
te m u i
k e n d a ra a n
di
s in i
b e rm o to r
a d a la h
m aupun
tin g k a t
asap
p e n c e m a ra n
p a b rik
a ta u p u n
u d a ra
d a ri
yang
b a k a ra n
s a m p a h a ta u k e b a k a ra n h u ta n te ru s m e n in g k a t s e h in g g a m e n g h a s ilk a n p o lu ta n u d a ra .
H a s il
d a ri
in i
jik a
d ilih a t
d a ri
sudut
m a n u s ia
dapat
m em bahayakan
k e s e h a ta n
m a n u s ia la lu jik a d ilih a t d a ri s u d u t lin g k u n g a n s e k ita r, p o lu ta n in i b is a m e m b e rik a n
e fe k
yang
fa ta l
te ru ta m a
m a s a la h
w a r m in g . S e la in itu d ita m b a h
k e n a ik a n
d e n g a n la ju
suhu
a ta u
d is e b u t
sebagai
g lo b a l
k e n a ik a n p e n d u d u k y a n g tia p ta h u n n y a
m e n in g k a t s e h in g g a la h a n u n tu k p e n a n a m a n d i k o ta s e m a k in s e d ik it.
B e r d a s a r la ta r b e la k a n g d i a ta s b is a k ita s im p u lk a n b e b e r a p a p e r m a s a la h a n , y a itu :
1 . B a g a im a n a
ca ra
m e ra n c a n g
kam panye
m e m p u n y a i k e s a d a ra n u n tu k c in ta d a n
yang
e fe k tif
s e h in g g a
s e m a n g a t u n tu k m e n a n a m
m a s y a ra k a t
d i lin g k u n g a n
s e k ita r n y a d e n g a n p e n a n a m a n la h a n y a n g te r b a ta s ?
1 .2 .2 R u a n g L in g k u p P e r a n c a n g a n
R uang
lin g k u p
p e ra n c a n g a n
d itu ju k a n
kepada
seg m en
m enengah
ke
baw ah
yang
m e m p u n y a i la h a n p e n a n a m a n y a n g s e m p it a ta u s e d ik it d e n g a n ta rg e tn y a m a s y a ra k a t
k o ta B a n d u n g y a n g d ira s a k a n tia p ta h u n n y a s u h u u d a ra m e n in g k a t. D ilih a t d a ri d a ta
p a d a ta h u n 1 9 9 8 s u h u u d a ra d i B a n d u n g s a a t c e ra h 2 3 ,5
o
C , u d a ra B a n d u n g ta h u n
2 0 0 9 m e n in g k a t m e n ja d i 2 8 ,3 -2 9 ,9
C u ra h
h u ja n
k o ta
B andung
2010
o
o
C , s e d a n g k a n u d a ra ta h u n 2 0 1 0 m a k s im a l 3 1 C .
pun
te rb ila n g
c u a c a y a n g m e n d a d a k . S e la in itu R T H
e k s trim , s e rin g
te rja d i p e ru b a h a n
k o ta B a n d u n g d i w a k tu d u lu m e n c a p a i 7 0 %
s e k a ra n g h a n y a 8 % .
1 .3 T u ju a n P e r a n c a n g a n
T u ju a n p e ra n c a n g a n b e rd a s a rk a n ru m u s a n m a s a la h d i a ta s a d a la h s e b a g a i b e rik u t:
1 . M e n g a ja rk a n
d itim b u lk a n
kepada
m e la lu i
m a s y a ra k a t
p e n g h ija u a n
m a n fa a t
te rs e b u t
d a ri
p e n g h ija u a n
u n tu k
s e rta
m a s y a ra k a tn y a
e fe k
yang
s e n d iri.
L a lu
m e m b e rik a n a lte rn a tif a ta u c a ra m e n g a ta s i k e te rb a ta s a n p e n a n a m a n d i la h a n y a n g
s e m p it.
2 . M e m p e rk e n a lk a n
d ila k u k a n
dan
kepada
b is a
m a s y a ra k a t c a ra
d ila k u k a n
dengan
penanam an
b ia y a
yang
d i la h a n
m u ra h
te rb a ta s itu
la lu
e fe k tif.
b is a
M e la lu i
k a m p a n y e a ta u p e n g k o m u n ik a s ia n y a n g te p a t p e n u lis d a p a t m e n g a ja k m a s y a r a k a t
agar
p e d u li
te m p a t
pada
lin g k u n g a n
tin g g a ln y a
m em buat
u n tu k
kam panye
s e k ita r
p e n g h ija u a n .
b e rta h a p
yang
m e la lu i
lin g k u n g a n
H al
akan
in i
a w a ln y a
te r d e k a tn y a
d ila k u k a n
d id e k a tk a n
p e n u lis
dengan
s e p e rti
dengan
penggunaan
ta n a m a n k o n s u m s i ( b u a h - b u a h a n , s a y u r - s a y u r a n , d a n o b a t - o b a ta n ) .
1 .4 S u m b e r d a n T e k n ik P e n g u m p u la n D a ta
1.
K u is io n e r
Pada
p e n e litia n
d ib a g ik a n
s e c a ra
in i
p e n u lis
acak
yang
m e n y e b a rk a n
d iu ta m a k a n
k u is io n e r
kepada
b e rju m la h
65
m asyarakat yang
le m b a r
dan
tin g g a l d e n g a n
m e m p u n y a i la h a n s e m p it u n tu k p e n a n a m a n .
2.
W a w a n c a ra
W a w a n c a ra
bebas.
yang
d ila k u k a n
W a w a n ca ra
p e n u lis
b e rs tru k tu r
d ila k u k a n
d ila k u k a n
o le h
s e ca ra
te rp im p in
B adan
B a n d u n g , A r s ite k tu r L a n d s c a p e , la lu w a w a n c a r a m e n d a la m
a ta u m a s y a ra k a t y a n g s u k a m e n a n a m d i lin g k u n g a n ru m a h .
D in a s
dan
ju g a
L in g k u n g a n
s e c a ra
k o ta
d ila k u k a n s e p u ta r w a r g a
3.
S tu d i P u s ta k a
S tu d i p u s ta k a d ila k u k a n d e n g a n m e n c a ri d a ta le w a t in te rn e t d a n m e n c a ri b u k u y a n g
s e s u a i d e n g a n to p ik y a n g d ip ilih d a n d ip e rlu k a n u n tu k m e m e n u h i k e le n g k a p a n d a ta .
1 .5 S k e m a P e r a n c a n g a n
G a m b a r 1 .1 S k e m a P e r a n c a n g a n
S u m b e r: K a ry a T u g a s A k h ir
B A B V
K E S IM P U L A N D A N D A N S A R A N
5 .1 K e s im p u la n
K a m p a n y e p e n g h ija u a n d i la h a n te rb a ta s itu p e rlu d ila k u k a n k a re n a m e lilh a t k e a d a a n
d i s e k ita r k o ta
suhu
u d a ra
B andung
k o ta
a k h ir -a k h ir in i te rja d i p e ru b a h a n c u a c a
B andung
yang
sangat
tin g g i
ji k a
u d a ra
cera h
d a m p a k d a ri y a n g n a m a n y a g lo b a l w a r m in g . G lo b a l w a r m in g
a la m
y a n g e k s trim
yang
dan
m e ru p a k a n
m e ru p a k a n m a s a la h
y a n g h a ru s d ik u ra n g in k a re n a la m a -k e la m a a n b u m i a k a n te ra s a m e m a n a s d a n
b a n y a k b e n c a n a a la m
te rja d i d a n y a n g p a lin g te rk e n a d a m p a k d a ri b e n c a n a te r s e b u t
a d a la h ta rg e t y a itu o ra n g -o ra n g m e n e n g a h k e b a w a h .
A w al
kam panye
akan
d ila k u k a n
dengan
penanam an
m enggunakan
ta n a m a n
k o n s u m s i y a n g p e m e lih a ra a n y a m u d a h ta p i b is a m e n g h a s ilk a n d a n m e n g u n tu n g k a n ,
h a l in i d ik a re n a k a n ta rg e t jik a m a u m e la k u k a n s e s u a tu
h a ru s a d a m a n fa a tn y a b a g i
m e re k a , s e la in itu ta rg e t ju g a tid a k m e n g e n a l a rti k a ta d a ri g lo b a l w a r m in g k a re n a n y a
agar
ta rg e t
m au
m enanam ,
m e ra w a t
dan
m e m e lih a ra
ta n a m a n n y a
s e la lu
h a ru s
d ila k u k a n s e c a r a b e r ta h a p a ta u p e la n - p e la n . J u g a tid a k lu p a m e m b e r ik a n p e n d a la m a n
dan
p e n g e ta h u a n
m e n g e n a i g lo b a l w a r m in g
se c a ra
b e rta h a p d a n
p e la n -p e la n
s e r ta
m e m b e rik a n p e n g e ta h u a n b a h w a p e n a n g g u la n g a n te rh a d a p m a s a la h te rs e b u t m e la lu i
p e n g h ija u a n .
K a m p a n y e in i a k a n d ila k u k a n s e c a ra b e rta h a p a g a r ta rg e t m e n g e ta h u i k e g u n a a n d a ri
m enanam
ta n a m a n d a n a k h irn y a m e n ja d i te rta rik d a n m a u m e n a n a m
s e rta m e ra w a t
ta n a m a n te rs e b u t. K a m p a n y e d ila k u k a n d e n g a n tig a ta h a p a n y a itu ta h u n p e rta m a d a n
kedua
m enggunakan
pesan
yang
m a s a la h
ta n a m a n
b e rh u b u n g a n
keuangan.
m enggunakan
dengan
Tahun
b e rb a g a i
konsum si yang
kedua
c a ra
b e r f u n g s i s e b a g a i p e n g h e m a t a n .a t a u
p e n d a p a ta n
k a re n a
pun
sam a
m a s ih
p e m a n fa a ta n
yang
ta rg e t s a n g a t k ritis
ta p i
ada
le b ih
u n tu k
ke
a ra h
te rh a d a p
k e in d a h a n
penanam an
di
la h a n
te rb a ta s s e p e rti p a g a r ta n a m a n , w a ll g a r d e n , d a n ta n a m a n ra m b a t. B a ru la h s e te la h
ta h u n
k e tig a
m u la i
d ik e n a lk a n
dengan
yang
nam anya
g lo b a l
w a r m in g
itu ,
dan
ta n a m a n y a n g d a p a t m e n g u ra n g i p o lu s i u d a ra a g a r o ra n g -o ra n g y a n g s u d a h te rb ia s a
m e n a n a m ta n a m a n k o n s u m s i ja d i te rta rik u n tu k m e n a m b a h je n is ta n a m a n n y a .
K a m p a n y e d is e s u a ik a n d e n g a n ta rg e tn y a y a itu h a ru s la h m e n g g u n a k a n k a ta -k a ta y a n g
je la s , g a m b a r y a n g m e n a rik p e rh a tia n a g a k ta rg e t m u d a h m e n g e rti d a n te rta rik m a u
m e n a n a m . S e la in itu k a r e n a ta r g e t le b ih p e r c a y a h a l y a n g n y a ta m a k a g a m b a r h a r u s
m e n g g u n a k a n fo to . L o g o d a ri k a m p a n y e p u n d ib u a t d e n g a n 2 b e n tu k , y a n g p e rta m a
k a la u d ilih a t d a ri d e k a t s e d a n g m e la k u k a n p e n a n a m a n d a n b e n tu k y a n g k e d u a jik a
d ilih a t d a ri ja u h a d a la h d a m p a k d a ri o ra n g y a n g s u d a h m e la k u k a n p e n a n a m a n y a itu
senang
dan
m enandakan
te rs e n y u m a k ib a t
bahw a
jik a
k ita
d a ri
h a s il
m enanam
ta n a m a n
m aka
yang
d ita n a m n y a .
h a s il d a ri m e n a n a m a n
H al
in i
te r s e b u t b s ia
m e n d a p a tk a n s u a s a n a h a ti k ita m e n ja d i s e n a n g .
5 .2 S a r a n P e n u lis
S a ra n y a n g d ib e rik a n p e n u lis o le h d o s e n p e n g u ji s a a t s id a n g a k h ir a d a la h a g a r le b ih
m e n g o la h la g i p e n e r a p a n v is u a ln y a k a r e n a d a la m p e n e r a p a n v is u a ln y a p e n u lis te r la lu
b a n y a k m e n g g u n a k a n tu lis a n y a n g s e h a ru s n y a tu lis a n d ig a n tik a n le b ih b a n y a k o b je k o b je k
gam bar dan
ada
b e b e ra p a
p esan
yang
d ira s a
k u ra n g
cocok
u n tu k
ta rg e tn y a
s e p e rti m e r c h a n d is e p irin g y a n g d ira s a ta rg e t m e m a n g le b ih s e rin g m a k a n s a y u ra n
ja d i k a ta “ a s ik ” k u ra n g te p a t (k e s a n n y a ja ra n g m a k a n s a y u r). P e n g g u n a a n b a h a s a p u n
m a s ih te rla lu k a k u s e p e rti b a h a s a d a ri p e m e rin ta h le b ih b a ik m e n g g u n a k a n b a h a s a
s e p e rti
p a n tu n
yang
lu c u .
D ih a ra p k a n
p e n g e rja a n n y a d i m a s a m e n d a ta n g .
m a h a s is w a
l e b ih
b a ik
la g i
d a la m
D A FT A R PU ST A K A
V enus,
D rs .
A n ta r,
M .A .
2004.
M a n a je m e n
K am panye.
B andung:
S im b io s a
R e k a ta m a M e d ia .
D e w a n N a s io n a l P e ru b a h a n Ik lim .2 0 0 9 . P e m a n a s a n G lo b a l d a n P e r b u a h a n Ik lim .
J a k a rta .
E I n g e ls , J a c k . 2 0 0 4 . L a n d s c a p in g P r in c ip le s & P r a c tic e s . U n ite d S ta te s o f A m e r ic a :
T h o m s o n D e lm a r L e a r n in g .
S a n u s i, B e n n y . 2 0 1 0 . S u k s e s B e r ta n a m S a y u r a n D i L a h a n S e m p it . J a k a rta :
A g ro m e d ia P u s ta k a .
F e ria d i, H e n ry d a n H e in z F ric k . 2 0 0 8 . A ta p B e r ta n a m a n E k o lo g is d a n F u n g s io n a l.
Y o g y a k a rta : K a n is iu s .
2 8 N o v e m b e r H a ri M e n a n a m P o h o n In d o n e s ia , 1 0 N o v e m b e r 2 0 0 8 ,
h ttp ://n a s io n a l.k o m p a s .c o m /re a d /2 0 0 8 /1 1 /1 0 /1 6 0 5 1 1 4 6 /2 8 .n o v e m b e r.h a ri.m e n a n a m .
p o h o n .in d o n e s ia , d iu n d u h ta n g g a l 2 9 A g u s tu s 2 0 1 0 p a d a p u k u l 1 0 .2 2 w ib
A b r a h a m M a s lo w , h ttp ://e n .w ik ip e d ia .o r g /w ik i/A b r a h a m _ M a s lo w , d iu n d u h t a n g g a l,
1 6 O k to b e r 2 0 1 0 p u k u l 2 3 .2 0 w ib
M e n a n a m T a n a m a n D in d in g , 1 M a re t 2 0 1 0 ,
h ttp ://w w w .ru m a h d a n p ro p e rti.c o m /n e w s /2 3 /m e n a n a m ta n a m a n ru m a h d id in d in g w a llg a
rd e n -8 1 .a s p x , d iu n d u h ta n g g a l 2 9 A g u s tu s 2 0 1 0 p a d a p u k u l 1 0 .4 0 w ib
T a m a n A ta p P e n g h ija u a n d i R u a n g T e rb u k a , 2 9 S e p te m b e r 2 0 0 5 ,
h ttp ://w w w .s u a ra k a ry a -o n lin e .c o m /n e w s .h tm l? id = 1 2 2 7 2 7 , d iu n d u h ta n g g a l 2 7
A g u s tu s 2 0 1 0 p a d a p u k u l 1 0 .1 9 w ib
B e n a rk a h R T H K o ta B a n d u n g S u d a h 8 ,7 6 % , 2 8 F e b u a ri 2 0 0 9 ,
h ttp ://w w w .k lik g a la m e d ia .c o m /in d e x e d is i.p h p ? id = 2 0 1 0 0 8 0 2 & w a rta k o d e = 2 0 1 0 0 8 0 2
0 2 5 9 0 6 ,d iu n d u h ta n g g a l 2 9 A g u s tu s 2 0 1 0 p a d a p u k u l 0 2 .3 6 w ib
T in g k a t P o lu s i U d a ra J a b a r T e rtin g g i, 2 9 J u li 2 0 0 9 ,
h ttp ://w w w .a h m a d h e ry a w a n .c o m /lin ta s -ja b a r/lin g k u n g a n -h id u p /5 8 9 0 -tin g k a t-p o lu s iu d a ra -ja b a r-te rtin g g i.h tm l, d iu n d u h ta n g g a l 2 7 A g u s tu s p u k u l 1 0 .2 3 w ib
B e k e rja U n tu k M e m e n u h i K e p e rlu a n d a n K e h e n d a k , 1 7 S e p e te m b e r 2 0 0 9 ,
h ttp ://w w w .m o tiv a s i-k e rja .c o m /ta g /te o ri-m a s lo w , d iu n d u h ta n g g a l 8 D e s e m b e r 2 0 1 0
p u k u l 1 6 .0 7 w ib
h ttp ://w w w .b p lh d ja b a r.g o .id / , d iu n d u h ta n g g a l 1 6 O k to b e r 2 0 1 0 p u k u l 2 3 .1 7 w i b
h ttp ://w w w .u n ile v e r.c o m , d iu n d u h ta n g g a l 1 6 O k to b e r 2 0 1 0 p u k u l 2 3 .2 5 w ib
P e d o m a n P e m b u a ta n T a n a m a n P e n g h ija u a n K o ta G e r a k a n N a s io n a l R e h a b ilita s i
H u ta n d a n L a h a n , 2 2 J u li 2 0 0 4 , h ttp ://w w w .d e p h u t.g o .id /file s /l1 _ 6 _ p 0 3 _ 0 4 .p d f,
d iu n d u h ta n g g a l 3 0 A g u s tu s 2 0 1 0 p u k u l 0 7 .3 0 w ib
P e d u li G lo b a l W a r m in g , 7 D e s e m b e r 2 0 0 9 , h ttp ://b a ta v ia s e .c o .id /c o n te n t/p e d u li g lo b a l-w a rm in g , d iu n d u h ta n g g a l 2 8 A g u s tu s 2 0 1 0 p u k u l 1 8 .2 3 w ib
R u a n g T e rb u k a H ija u K o ta : D e fin is i, F u n g s i, C a k u p a n , d a n M a n fa a tn y a ,
h ttp ://s e m a n g a tb e la ja r.c o m /ru a n g -te rb u k a -h ija u -k o ta -d e fin is i-f u n g s i-c a k u p a n m a n fa a tn y a /, d iu n d u h p a d a ta n g g a l 2 9 A g u s tu s 2 0 1 0
p u k u l 0 1 .1 0 w i b
S u h a rn o , P a g a r T a n a m a n , M u ra h d a n R a m a h L in g k u n g a n , 1 6 A g u s tu s 2 0 1 0 ,
h ttp ://h a ria n jo g lo s e m a r.c o m /b e rita /p a g a r -ta n a m a n -m u ra h -d a n -r a m a h -lin g k u n g a n 2 2 5 3 7 .h tm l, d iu n d u h ta n g g a l 2 9 A g u s tu s 2 0 1 0 w a k tu 2 0 .1 4 w ib
C a n tik d e n g a n T a n a m a n R a m b a t, 2 6 A g u s tu s 2 0 0 9 ,
h ttp ://p ro p e rti.k o m p a s .c o m /re a d /2 0 0 9 /0 8 /2 6 /1 4 1 0 0 7 7 0 /C a n tik .d e n g a n .T a n a m a n .R a m
b a t, d iu n d u h ta n g g a l 3 0 A g u s tu s 2 0 1 0 w a k tu 2 1 .1 3 w ib
h ttp ://w w w .ra s e fm .c o m /, d iu n d u h ta n g g a l 2 9 A g u s tu s w a k tu 2 0 .1 0 w ib
h ttp ://w w w .g o g re e n in d o n e s ia k u .c o m /, d iu n d u h ta n g g a l 3 0 A g u s tu s w a k tu 2 0 .1 7 w ib
A g in g H a r p e r a n d O b a m a , A p o lo g iz e fo r C lim a te C h a o s , 2 9 N o v e m b e r 2 0 0 9 ,
h ttp ://w w w .g re e n p e a c e .o rg /c a n a d a /e n /re c e n t/h a rp e r-c lim a te -c h a n g e /,d iu n d u h ta n g g a l
1 9 S e p te m b e r w a k tu 1 6 .4 7 w ib
G r e e n p e a c e A g in g C a m p a ig n fo r C o p e n h a g e n 2 0 0 9 ,
h ttp ://g u a n a b e e .c o m /g a lle ry /g re e n p e a c e -c o p e n h a g e n -2 0 0 9 /o b a m a -2 -2 /, d iu n d u h
ta n g g a l 1 9 S e p te m b e r w a k tu 1 6 .3 2 w ib
P ic tio n a r y C a m p a ig n , h ttp ://w w w .fu b iz .n e t/2 0 1 0 /0 8 /1 1 /p ic tio n a ry -c a m p a ig n /,
d iu n d u h ta n g g a l 1 9 S e p te m b e r w a k tu 1 6 .3 0 w ib