EVALUASI PROGRAM KOMUNIKASI PEMERINTAH BERDASARKAN THE PYRAMID MODEL OF PUBLIC RELATIONS RESEARCH
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Abstract
Indonesia menjadi negara penyumbang sampah plastik terbesar kedua di dunia. Sebagai respon antisipasi terkait hal tersebut, Kementerian Lingkungan Hidup dan Kehutanan menginisiasi kebijakan kantong plastik berbayar melalui toko-toko ritel di Indonesia. Penelitian ini bertujuan untuk menganalisis tahapan evaluasi yang dilakukan oleh pemerintah, yakni Kementerian Lingkungan Hidup dan Kehutanan, dalam pelaksanaan program "kantong plastik berbayar" berdasarkan konsep The Pyramid Model of PR Research. Model ini menyediakan metode khusus pada tahap input, output, dan outcomes. Hasil analisis menunjukkan bahwa proses evaluasi yang dilakukan pemerintah masih belum optimal karena hanya mengukur aspek yang terbatas. Evaluasi pada tahap input hanya mengukur tanggapan pelaku ritel dan tidak mencakup pesan komunikasi. Evaluasi pada tahap output dan outcomes hanya menekankan pengukuran persepsi konsumen. Evaluasi proses komunikasi, media, dan penetapan benchmark justru belum dilakukan.
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