Kampanye Digital Berbasis Perilaku Untuk Mendorong Minat Generasi Z Dalam Menggunakan Layanan Transportasi Perumda Transpakuan

Abstract

Rendahnya minat Generasi Z terhadap penggunaan layanan transportasi publik Perumda Transpakuan Bogor tidak semata-mata disebabkan oleh faktor struktural seperti rute atau tarif, melainkan juga oleh faktor non-struktural berupa hambatan konsistensi jadwal dan waktu tunggu, preferensi default terhadap kendaraan pribadi yang telah menjadi kebiasaan, serta kesenjangan pengetahuan prosedural pada calon pengguna baru. Validasi wawancara pasca-implementasi terhadap enam responden Generasi Z (bersifat indikatif, bukan generalisasi statistik) menunjukkan bahwa persepsi terhadap kenyamanan layanan Transpakuan sebenarnya sudah positif. Kondisi tersebut menunjukkan bahwa permasalahan minat penggunaan transportasi publik bersifat psikologis dan sosial, sehingga memerlukan pendekatan kampanye komunikasi yang dirancang berdasarkan pemahaman perilaku audiens secara mendalam, bukan sekadar penyampaian informasi institusional. Proyek ini bertujuan menghasilkan strategi kampanye digital berbasis perilaku beserta rancangan implementasinya yang relevan dan aplikatif bagi Perumda Transpakuan Bogor dalam mendorong perubahan sikap dan minat penggunaan layanan di kalangan Generasi Z. Metode yang digunakan adalah analisis deskriptif-kualitatif melalui tahapan reduksi data, penyajian data, dan penarikan kesimpulan. Data primer diperoleh melalui observasi langsung terhadap proses produksi konten dan pengelolaan media sosial, serta diskusi dengan pihak mitra dalam kerangka kerja sama yang telah disepakati. Data sekunder diperoleh dari arsip konten Instagram Perumda Transpakuan Bogor, data Instagram Insight, serta literatur akademik terkait kampanye digital, perubahan perilaku, dan karakteristik Generasi Z. Perancangan strategi dilakukan melalui empat tahapan yang saling terhubung: analisis audiens menggunakan kerangka Theory of Planned Behavior (TPB) dan Transtheoretical Model (TTM); perumusan strategi pesan berlapis yang meliputi reframing sikap, penguatan norma subjektif melalui social proof dan Fear of Missing Out (FOMO), serta penyederhanaan prosedur untuk meningkatkan persepsi kontrol perilaku; pemetaan format dan saluran komunikasi berdasarkan tahapan hierarki efek; serta integrasi seluruh elemen melalui prinsip Integrated Marketing Communication (IMC). Hasil proyek berupa sembilan konten Instagram dalam format reels dan carousel serta satu video Iklan Layanan Masyarakat (ILM) yang ditayangkan di videotron Halte Juanda, seluruhnya dipublikasikan melalui akun resmi Perumda Transpakuan Bogor dan didukung oleh Memorandum of Understanding (MoU). Proyek ini menyimpulkan bahwa strategi kampanye digital berbasis perilaku dapat dirancang secara sistematis dan diimplementasikan secara nyata melalui integrasi media sosial dan media luar ruang sebagai saluran komunikasi terpadu.

Generation Z's low interest in using Perumda Transpakuan Bogor's public transportation services is not solely attributed to structural factors such as routes or fares, but also to non-structural factors including inconsistent scheduling and waiting time, a default preference for private vehicles rooted in habit, and a procedural knowledge gap among prospective new users. Post-implementation validation interviews with six Generation Z respondents (indicative rather than statistically generalizable) show that perceptions of Transpakuan's comfort were already positive, so the primary barrier lies in operational consistency and information distribution rather than physical comfort. These conditions indicate that the problem of public transportation adoption is fundamentally psychological and social in nature, necessitating a communication campaign approach grounded in a deep understanding of audience behavior rather than merely delivering institutional information. This project aims to produce a behavior-based digital campaign strategy along with its implementation design that is relevant and applicable for Perumda Transpakuan Bogor in driving attitude change and increasing service adoption among Generation Z. The method employed was descriptive-qualitative analysis through the stages of data reduction, data presentation, and conclusion drawing. Primary data were obtained through direct observation of the content production process and social media management, as well as discussions with the partner organization within the framework of an established cooperation agreement. Secondary data were obtained from the Instagram content archive of Perumda Transpakuan Bogor, Instagram Insight performance data, and academic literature related to digital campaigns, behavior change, and Generation Z characteristics. The strategy was developed through four interconnected stages: audience analysis using the Theory of Planned Behavior (TPB) and Transtheoretical Model (TTM) frameworks; formulation of a layered message strategy encompassing attitude reframing, strengthening of subjective norms through social proof and Fear of Missing Out (FOMO), and procedural simplification to enhance perceived behavioral control; mapping of content formats and channels based on the hierarchy of effects model; and integration through Integrated Marketing Communication (IMC) principles. Project outputs consist of nine Instagram content pieces in reels and carousel formats and one Public Service Announcement (PSA) video aired on the videotron at Halte Juanda, all published through Perumda Transpakuan Bogor's official account and supported by a Memorandum of Understanding (MoU). This project concludes that a behavior-based digital campaign strategy can be systematically designed and concretely implemented through the integration of social media and out-of-home media as a unified communication channel.