Update Artikelilmiah: 31152

KARTIKA NUR MAULIDA

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Abstrak (Bhs. Indonesia)

Peningkatakan kebutuhan darah, menuntut kinerja Unit Donor Darah PMI Kabupaten Banyumas dalam merekrut pendonor. Citra negatif rasa sakit donor darah pada pendonor pemula mengakibatkan potensi pendonor pemula belum optimal, sehingga perlu dirancang strategi komunikasi persuasif dalam meningkatkan partisipan pendonor pemula. Proses penelitian dilakukan bulan Juli 2020 hingga Januari 2021 menggunakan metode kualitatif studi kasus. Pengumpulan data melalui observasi, dokumentasi, wawancara menggunakan purposive samping pada karyawan seksi pelayanan donor dan pendonor pemula dengan analisis SWOT. Lokasi penelitian berada di Unit Donor Darah PMI Kabupaten Banyumas dan beberapa SMA di Kabupaten Banyumas. Hasil penelitian menemukan komunikasi persuasif berperan penting dalam merekrut pendonor pemula, sehingga diperlukan peningkatkan kapasitas bidang komunikasi pada karyawan seksi pelayanan donor agar kegiatan komunikasi persuasif dapat menyesuaikan perkembangan jaman. Terdapat perencanaan strategi komunikasi persuasif dalam meningkatkan partisipan pendonor pemula berupa : (1) model asosiasi donor (2) model integrasi  (3)model icing, dan (4) model pay off.

Abtrak (Bhs. Inggris)

The increase in blood needs demands the performance of the PMI Banyumas Blood Donation Unit in recruiting donors. The negative image of blood donation pain in novice donors results in the potential for beginner donors not yet optimal, so it is necessary to design a persuasive communication strategy in increasing the participation of novice donors. The research process was carried out from July 2020 to January 2021 using a qualitative case study method. Collecting data through observation, documentation, interviews, using a purposive side to employees of the donor service section and novice donors with SWOT analysis. The research location is in the Blood Donor Unit of PMI Banyumas Regency and several high schools in Banyumas Regency. The results of the study found that persuasive communication plays an important role in recruiting novice donors, so it is necessary to increase the communication capacity of the employees of the donor service section so that persuasive communication activities can adapt to the times. There is a persuasive communication strategy planning to increase participant beginner donors in the form of: (1) donor association model (2) integration model (3) icing model, and (4) pay off model.

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