Social Marketing Strategy of The Deep Waste Bank Increasing Community Participation in Denpasar City

Abstract

This study explores the social marketing strategy of the Waste Bank in Denpasar City, aiming to enhance community participation in waste management. The main problem addressed is the insufficient community involvement in the Waste Bank program, despite its potential to reduce waste and increase environmental awareness. The research evaluates the effectiveness of the social marketing strategy in encouraging participation through promotional activities, product design, pricing, and strategic location choices. The methodology is qualitative, with data collected through interviews, observations, and documentation. The findings reveal that while the Waste Bank program provides economic incentives and promotes environmental sustainability, its effectiveness is limited by a lack of awareness and accessibility. Strategic efforts like community education, easy-to-reach locations, and attractive incentives are key to improving participation rates. The implications of this research suggest that enhanced social marketing strategies, including more targeted outreach and improved infrastructure, are essential for increasing community engagement in waste management programs.