IMPLEMENTASI STRATEGI KOMUNIKASI LINGKUNGAN PADA PRODUK KERTAS FSC (Forest Stewardship Council) DI PT. PAPERINA DWIJAYA

Abstrak

Industri kertas memiliki peran penting dalam kehidupan modern, namun juga berpotensi
menimbulkan dampak lingkungan melalui eksploitasi hutan dan limbah produksi. Meningkatnya
kesadaran global terhadap isu keberlanjutan mendorong perusahaan untuk tidak hanya
menerapkan praktik ramah lingkungan, tetapi juga mengomunikasikannya secara efektif.
Penelitian ini bertujuan menganalisis strategi komunikasi lingkungan PT Paperina Dwijaya
dalam mempromosikan produk kertas bersertifikasi Forest Stewardship Council (FSC).
Penelitian menggunakan pendekatan kualitatif dengan metode deskriptif kualitatif. Data
dikumpulkan melalui observasi, wawancara, dan studi pustaka, dengan validasi menggunakan
teknik triangulasi. Informan penelitian terdiri atas pihak internal perusahaan serta informan
pendukung dari pelanggan dan mitra. Analisis data dilakukan dengan model alur yang meliputi
reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa
PT Paperina Dwijaya menerapkan strategi komunikasi lingkungan yang terintegrasi dan
konsisten melalui kombinasi pendekatan informasional, persuasif-emosional, kolaboratif, serta
pemanfaatan media digital dan non-digital. Sertifikasi FSC dikomunikasikan tidak hanya sebagai
atribut produk, tetapi sebagai simbol komitmen terhadap keberlanjutan. Strategi ini berperan
dalam meningkatkan pemahaman, kepercayaan konsumen, serta membangun citra perusahaan
ramah lingkungan.

The paper industry plays a vital role in modern life, but it also has the potential to cause
environmental impacts through forest exploitation and production waste. Increasing global
awareness of sustainability issues is encouraging companies to not only implement
environmentally friendly practices but also communicate them effectively. This study aims to
analyze PT Paperina Dwijaya's environmental communication strategy in promoting Forest
Stewardship Council (FSC)-certified paper products. The study employed a qualitative approach
with descriptive qualitative methods. Data were collected through observation, interviews, and
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literature review, validated using triangulation techniques. Research informants consisted of
internal company personnel as well as supporting informants from customers and partners. Data
analysis was conducted using a flow model that included data reduction, data presentation, and
conclusion drawing. The results show that PT Paperina Dwijaya implements an integrated and
consistent environmental communication strategy through a combination of informational,
persuasive-emotional, and collaborative approaches, as well as the use of digital and non-digital
media. FSC certification is communicated not only as a product attribute but also as a symbol of
commitment to sustainability. This strategy plays a role in increasing consumer understanding
and trust, as well as building an environmentally friendly corporate image.