Reactivating the Digital Marketing through

Psychoeducation in Bank Sampah Lestari Turi

Candra Indraswari, Luqman Amirul Mukmin, Azizah Octavia Dewi, Febri Wicaksono,

Arlan Alamsyah Apriawan and Anang Fauzi

Departement of Psychology, Sunan Kalijaga State Islamic University, Yogyakarta, Indonesia

arlanoke@gmail.com, anangf632@gmail.com

Keywords: Lestari Turi, Psycho Education, Waste Bank, Waste Management.

Abstract: Waste will continuously increase following the high number of human population and numerous human

life activities. It could be a severe problem if people do not have an awareness of it. A waste bank is one

of the management systems commonly established by residents. For example, Bank Sampah (Waste Bank)

Lestari Turi was established in 2017 and became a craft industry in Turi, Bantul, Yogyakarta. Its members

consist of Turi villagers and additional support personnel from Waste Management System Program (DLH)

Bantul. Bank Sampah Lestari Turi sold secondary items, namely craft products, and they are currently facing

decreased income due to the Covid-19 pandemic. This research aimed to add marketing knowledge through

psycho-education of Waste Bank Lestari Turi in pandemic Covid-19. This research used a qualitative

descriptive method with three board community members as the participants. Data were gathered by interview

and observation. The result showed a make-shift in understanding marketing methods which from mouth-to-

mouth to digital marketing massively. From now on, Waste Bank Lestari Turi has an e-catalog on their own Instagram

page.

1 INTRODUCTION

One of the problematic issues for big cities in

Indonesia is waste disposal (Widiarti, 2012). Widiarti

(2012) also added that the increasing amount of waste

is currently caused by the high population and human

standard of living. The more prosperous and modern

a person’s life, the higher waste is produced

(Widiarti, 2012). Therefore, it is undeniable; waste

will be continuously increased following the

increased human activity.Every year, it is undeniable

that the volume of waste will continuously increase

along with the increasing consumerism within society

(Suryani, 2014). The amount of waste heap in

Indonesia has been increasing linearly with

population growth. The increase in population caused

an increase in population activity which means an

increase in the amount of waste (Pratama & Ihsan,

2017). Hence, along with the increased number of

populations, the volume of waste in Indonesia also

increased.

Waste reduction activities aim to make all parties

in society, both the government and the business

sector, carry out activities to limit waste

accumulation. Not only that, but waste reduction also

includes recycling and reusing waste, better known as

Reduce, Reuse and Recycle (3R), through innovative

yet efficient programs. Nevertheless, the 3R activities

still face a significant obstacle: the low awareness of

sorting waste effectively within the community

(Suryani, 2016). As a solution to this problem, in

2012, the Ministry of the Environment made efforts

to develop a waste bank. This activity is a social

program that teaches and informs people to sort out

waste and raise public awareness in managing waste

wisely (Suryani, 2014). Suryani (2014) also added

that it is hoped that sorting waste at the waste bank

will reduce the amount of waste transported to

landfills. Furthermore, the construction of the waste

bank is the initial momentum in fostering collective

community awareness to start sorting, recycling, and

utilizing waste. Therefore, waste bank management

needs to be implemented in various regions because

it turns out that waste has a selling value, and

environmentally sound waste management can

become a new culture in Indonesia.

Indraswari, C., Mukmin, L., Dewi, A., Wicaksono, F., Apriawan, A. and Fauzi, A.

Reactivating the Digital Marketing through Psychoeducation in Bank Sampah Lestari Turi.

DOI: 10.5220/0010803500003348

In Proceedings of the 3rd Annual International Conference on Social Sciences and Humanities (AICOSH 2021), pages 34-39

ISBN: 978-989-758-603-3; ISSN: 2685-273X

The Lestari Turi Waste Bank is a waste bank that

was established on May 20, 2017 in Dusun Turi,

Bantul, Yogyakarta. It consists of 21 people, all of

whom are local villagers. The waste bank previously

held the concept of waste alms before finally

changing its name to a waste bank. The

implementation of the Lestari Turi Waste Bank

activities cannot be separated from obstacles. These

obstacles can be caused by many factors, both

external and internal. One of them was the constraints

related to sales which did not increase significantly.

Another thing that also goes hand in hand was product

constraints that are not widely known; these obstacles

and constraints may impact the welfare of members.

To give more understanding, this research was

conducted to increase the number of product sales at

the Lestari Turi Waste Bank. It is hoped that the

psycho-education program can improve the

community's welfare at the Lestari Turi Waste Bank;

therefore, the waste bank can increase product selling

and compete in the market. In order to increase sales

of waste bank products, it is necessary to have a wide

channel or network to be able to market products from

waste banks, such as using social media, unicorns that

provide a marketplace for their users.

Nowadays, the Covid-19 pandemic is changing

the face of the business sector, including Indonesian

mall micro and medium enterprises (MSMEs). The

Sea Insights survey in 2020 showed, as many as 54%

of respondents from MSME entrepreneurs were

increasingly adaptive in using social media to

increase their sales. The survey was conducted on

20,000 young people aged 16 to 35 years. A total of

2,200 participants were business actors. The survey

was executed through Shopee platforms during the

June 2020 period. The survey showed that

entrepreneurs used digital devices more than those

who were used the traditional way. In detail, 51% of

respondents increased their shopping through e-

commerce platforms, 50% increased their use of

video streaming, 49% increased online training, and

45% sold more actively on e-commerce platforms.

Sales through e-commerce were dominated by the

retail sector, home industry, food, and

accommodation. In addition to providing food

delivery services, MSMEs in the food and

accommodation sector also sold ready-to-eat food in

e-commerce. The results of the SEA Insights research

showed that the average income of Indonesian

MSMEs adopting e-commerce increased by more

than 160%, while the increase in productivity reached

110%. Thus, the income of MSMEs increased by

using an e-commerce strategy. The survey

contradicted the sales that occurred at the Lestari Turi

Waste Bank. It happened because the products from

the waste bank were mostly secondary goods.

Therefore, the craftsmen need to understand

business opportunities; thus, the products made can

be accepted by the community. However, the waste

bank still received the benefits from selling

recyclable waste. The resulting product was also a

tool that needed to be developed in order to maximize

profits.

Humans have widely used inorganic waste

through recycling or reprocessing using technology to

make new products, as well as being recycled into

handicrafts. Handicrafts from waste or used goods

provided quite promising benefits (Sutrisno, Lisa, &

Amizah, 2019). Homemakers can recycle the waste

produced from their homes into recycled products

with economic value (Sutrisno, Lisa, & Amizah,

2019). Before that, the management of the waste bank

must be formed with this management. It will make it

easier for the management and production processes

to be achieved (Wulandari & Sodik, 2019). After the

formation of management, the waste bank can

accommodate and sort waste.

Although the income from the waste bank is

considered not a large amount, the profits generated

can be used by community groups to buy goods that

are useful for many people or villagers. Therefore,

various items will begin to be collected from these

activities that can support community activities

(Wulandari & Sodik, 2019). The achievement of

these research objectives also cannot be separated

from the performance carried out by the Turi Lestari

Waste Bank members. If the waste bank members and

researchers are able to work effectively and

efficiently, the objectives of this research will be

achieved. Apart from members and researchers, the

products must also follow what the market wants.

2 METHODS

This study used a descriptive qualitative method with a

case study approach. This approach was suitable for

this study regarding “how and why” the research lies

in present phenomena with real-life context (Yin,

2014). Researchers tried to get into the abstract form

of the marketing of Bank Sampah Lestari Turi. The

participant of this study was three participants who met

the criteria: the board or member of Bank Sampah

Lestari Turi.

Researchers explored participants' more in-depth

perspectives in terms of interpreting situations and

phenomena that occurred through interviews and

observations. The type of interview in this study was

Reactivating the Digital Marketing through Psychoeducation in Bank Sampah Lestari Turi

a semi-structured interview, and the questions list

could be elaborate during the interview to explore

more in-depth information. This method focused on

obtaining primary data regarding the problems that

occurred in selling products of Bank Sampah Lestari

Turi. The tool to use in this interview was using a

voice recorder to record and compile interviews.

Afterwards, the interviewer made transcriptions

verbatim. The other assistive devices were stationary

like pens, block notes, and informed consent of

participants. The observation was conducted to get

the situation in the field, explore and dig the non-

verbal expressions while interviewing the

participants.

The data was analyzed using analysis techniques

with (Moleong, 2018) data organization, data

reduction, coding, categorization, and interpretation.

Then, data reduction focused on the data related to the

research theme and tried to delete unnecessary

transcripts unrelated to the research theme (Eddles-

Hirsch, 2015). Afterwards, the coding was performed

to obtain the findings from the field based on verbatim

or interview transcripts made by researchers.

Researchers used Arabic numbering to code

verbatims; for example, P1 means Participant 1, I2

means second interview, 20-26 means line number

20 until 26 in verbatim. Subsequently, the

categorization gathered from each code has

similarities. Hence, these similarities can form one

big theme translated into discussion or conclusions

(Esterberg, 2002). In addition, this study used time

triangulation to obtain consistency from each

participant who was interviewed once or twice

(Begley, 1996).

After the research was done, researchers

conducted an intervention through psycho-education

of marketing in Waste Bank Lestari Turi. The psycho-

education was held in one day with the agenda was a

seminar and shot some pictures of products posted on

social media. In addition, the researcher taught the

member of Waste Bank how to take some pictures

and post them eye-catching on their Instagram page.

However, this research did not conduct an

experimental method in the measure before or after

the program.

3 RESULT

Bank Sampah Lestari Turi was established four years

ago, in May 20

2017 in Dusun Turi, Bantul, Special

Region of Yogyakarta. This waste bank has 21

members which the majority of members are from

local villagers. In addition, Bank Sampah Lestari Turi

now has 150 customers from individual and groups of

customers. Previously, the waste bank had a concept

as "waste donation" or “sedekah sampah” before it

was changed into a waste bank or “bank sampah”.

Now, Bank Sampah Lestari Turi came as the answer

to the problem: flooding due to the large amount of

local garbage dumped in the river.

“…In 2016 Bank Sampah Lestari Turi began from

waste donation or ‘sodakoh sampah’, then a year

later developed into waste bank ‘bank sampah’…

due to many problems in village. For example,

many villagers dumped their garbage in the river

therefore caused flooding…” (P1/I1/20-26)

Moreover, Bank Sampah Lestari Turi has a system

that regulates recycled waste bartered with groceries

or daily needs. However, the selling price of waste is

equal to the buying price of groceries. Therefore, to

assist people in checking each price of waste that can

be delivered, the waste bank already prepared the

updated list of the groceries.

“…one of our strategies to make people come to

us is make the waste could be bartered with

groceries (sembako). Let say, if customers sell

garbage which was calculated approximately

7000 Rupiah, then they can get barter in the form

of cooking oil which costs equally with the waste

they sell.” (P1/I2/197-199)

The benefit of the waste bank was obtained from 20%

of the sale waste to the collector, and 80% will be

returned to the customer. The executive board of the

waste bank tried to produce some goods, like

handicrafts, that could be resold to increase the income.

The goods produced, such as plastic tablecloths,

handicraft plastic flowers, plastic sling bags, candles

from used cooking oil, and so on. The waste banks’

recycled products were bags, vests, brooches and

others. Some participants, like executive boards of

the Waste Bank, explained how the procedure was

implemented.

“…Thus, the proceeds from the selling of waste

to collectors were given to customers with a

profit-sharing system, 80-70% returned to

customers and 20% to the waste bank…”

(P2/I1/42-43)

“…the handicraft was made using some waste

such as coffee sachets, detergent sachets, snack

sachets that can’t be sold or recycled. So, we cut

them into small pieces and making some bags…”

(P2/I1/74-76)

“…Bank Sampah Lestari Turi recycled some

wastes into bags, vests, brooches and others...”

(P3/I1/77-78)

AICOSH 2021 - The Annual International Conference on Social Sciences and Humanities (AICOSH) “Life After Pandemic: Perspectives,

Changes, and Challenges”

In terms of marketing targets, several things that the

Bank Sampah Lestari Turi has sold were their

products such as plastic flowers, key chains, and so

on. Furthermore, they targeted elementary or

kindergarten students as consumers of those products.

Meanwhile, products such as bags were targeted at

homemakers who live near the waste bank. From the

begining, sales and marketing were more emphasized

on the visit to Bank Sampah Lestari Turi. The Bank

Sampah Lestari developed the marketing strategy, but

the district and local government also held some

events to promote local products to support the

program.

“Group of customers consist of offices, health

centers, and schools. While individual customers

consist of the surrounding people…” (P3/I1/15-

17)

“…we usually sell our products if there’s local

events…” (P1/I2/161- 162)

“…for elementary or kindergarten student, maybe

we sell plastic flowers, simple key chains, and so

on. For the housewives, we sell bags for them …”

(P1/I2/169-171)

Researchers found several things related to the

marketing strategy of the Bank Sampah Lestari Turi.

Before the pandemic, the Bank Sampah Lestari Turi

received much income from used goods from

residents' homes, offices in villages (Kantor Desa),

community health centers and school institutions that

had become partners. One of the most dominating

waste was obtained from household waste. Each

month, the Bank Sampah Lestari Turi can

accommodate around 50 kg to one quintal with an

income of approximately 500.000 Rupiah from used

goods obtained from partners. During the Covid-19,

the waste obtained from the community was reduced.

Outside villages that usually contribute to depositing

waste have also decreased. The same condition

happened with school institutions; they have students,

so the waste bank only received approximately 20-30

kg of waste.

“Each month, the waste bank of Lestari Turi could

get around 50 kg… one quintal and we got until

500K Rupiah. But during the covid, the waste

from the community was reduce... so we just got

20-30 kg.” (P1/I1/58-62)

Despite the decline amid a pandemic, other

opportunities appeared for the Waste Bank during the

pandemic. First, it was the manufacture of

handwashing buckets using 25 kg paint buckets. The

handwashing bucket is an alternative solution for

washing hands placed in front of residents' houses.

“Yesterday we even got lot of orders for hand

washing buckets to put in front of their house…

you know, covid…” (P1/I1/193-194)

The Waste Bank of Lestari Turi management tried

another strategy by doing product marketing with

promotions through social media such as Facebook

and WhatsApp. However, the waste bank community

lost their device, which was used for promoting the

product through social media. As a result, their

marketing promotion through social media was

stopped. Another obstacle experienced was that the

majority of waste bank administrators were the

housewives of the village, so they had busy with their

household as well. Hence, these housewives felt hard

to reactivate doing online marketing. In the digital

era, they thought it would be easier to do marketing

and product promotion through online marketing.

Thus, the thing to do is create an Instagram platform

account and do promotions. The hope is to introduce

the Lestari Turis’ Waste Bank product to the broader

community.

“The waste bank sells the product through

members who post status on Facebook or

WhatsApp, then if anyone interested the product

can order from those platforms.” (P2/I1/126-128)

“The problem is that we as administrators also

have other activities such as I am a housewife, then

there were also those who work so they are busy

too. That's why we don't really think about how to

sell it. And yes, we got more difficult to sell…”

(P3/I1/126- 128)

4 DISCUSSION

The Lestari Turi Waste Bank, which officially started

operating in 2017, can accommodate sorted waste

approximately 50 kg to 1 quintal with a turnover of

approximately Rp. 500 thousand per month. This

Garbage Bank received a supply of waste from

residents' homes, village offices, community health

centers and school institutions that have become

customers. Waste saving activities were held

regularly two times for each month. In addition to

saving waste, other activities were sometimes carried

out at the Lestari Turi Waste Bank, ranging from

socialization, training on making accessories from

used goods, and visits from government agencies and

other waste banks.

Sales of recycled products from the Waste Bank

Lestari Turi, such as bags, brooches, clothes, etc.

Before the pandemic occurred, the sales were in

uncertain condition. Sometimes, they did not open the

Reactivating the Digital Marketing through Psychoeducation in Bank Sampah Lestari Turi

office every day because it did not have good

marketing. The Lestari Turi waste bank does have

limitations in displaying recycled works. This is

because they have limited places to sell their products.

The COVID-19 pandemic has made the Lestari

Turi waste bank vacuum for several months. This has

become a complaint by several homemakers who

have accumulated garbage and want to save it in a

waste bank. After being reopened, the Lesatri Turi

waste bank immediately received a lot of household

waste which overwhelmed the management.

During the pandemic, the Lestari Turi waste bank

had a mainstay product, namely hand washing

buckets. The public demanded handwashing bucket

products, and even product sales have reached more

than 100 pieces. The bucket not only answered the

need to wash hands but also fulfilled orders from

several villages and regional offices. Hence, the

government can meet the needs and demands by

buying these products in line with previous research

conducted by Chusnah (2020) that the demand was a

consumer's desire to own an item by buying it at a

certain price level varieties.

Furthermore, branding has a function to embed an

image on the product to be sold. Branding has three

main goals: forming perceptions, building trust, and

building love or brand (Wijaya, 2013). The Lestari

Turi waste bank also has a branding, namely "Bahu

Desa", which stands for " Bayar Hutang dengan

Sampah (Pay Debt with Garbage)". According to the

management, there was an increase in saving when the

slogan appeared.

In terms of marketing, the Waste Bank Lestari

Turi admitted that it had obstacles because it could not

use various existing media optimally. However,

Jerome McCarthy (in Kasmir, 2004) argued that

marketing is the achievement of activities that seek

organizational goals by anticipating customer needs,

regulating the flow of goods, and satisfying the needs

of producers. As yet, the marketing that the Turi

Waste Bank can do was through members by posting

a status on Facebook or WhatsApp. Then if there are

interested potential buyers, they can order, and it will

be made directly by the waste bank.

The result also showed that the waste bank

management does not determine the target market so

that the goods to be made are only based on orders.

Meanwhile, one of the marketing strategies is a target

market setting (Kotler, 2005). Several factors must be

considered to determine the target market, namely

segment size and growth, structural attractiveness,

and company goals and resources (Kotler, 2005). One

strategy was product specialization to concentrate on

producing certain products that sold (Kotler, 2005).

For example, during the Covid-19 pandemic, the

Lestari Turi waste bank received handwashing

containers orders made from recycled materials.

Psychoeducation is an intervention that can be

applied to individuals or groups (Borshalina, 2015).

The intervention focuses on educating participants

about challenges or problems in life to help

participants develop sources of support and social

support in dealing with those challenges (Walsh,

2010). On the other hand, the definition of psycho-

education is the development and provision of

information in education to the broader community

regarding information related to popular psychology

(Rachmaniah, 2012). Hence, psycho-education is an

intervention that could be conducted in an individual

or group to develop social support in dealing with

some problems.

The Turi Lestari Waste Bank owns many digital

marketing platforms, such as Facebook, WhatsApp,

and Instagram. They used those social since 2018.

Unfortunately, because the mobile phone with those

accounts was lost, the members were unable to do

marketing through social media.

The provision of digital marketing psycho-

education was carried out from the beginning of

December 2020 until the beginning of January 2021.

First, researchers conducted psycho-education to

administrators about the importance of marketing

products digitally in the pandemic era, especially on

Instagram. Why Instagram? Instagram is one of the

most popular social media platforms in the world,

especially among young adults. Until the first quarter

of 2021, the number of active Instagram users

worldwide reached 1.07 billion and 354 million users

aged 25 to 34 years (Katadata.co.id, 2021).

Then, the researchers also provided psycho-

education on how to photograph the products to be

sold in a beautiful or eye-catching manner. The

product is then designed to be more attractive and

provide psycho-education on how to make captions.

This is done so as not to post on Instagram feeds. In

this research, researchers did not measure the

effectiveness of the program due to large-scale social

restrictions.

5 CONCLUSION

Lestari Turi Waste Bank is a waste bank that was

established on May 20, 2017, in Turi, Bantul,

Yogyakarta. It consists of 21 people who are local

villagers. The implementation of the west bank

activities cannot be separated from its obstacles. One

of them was the constraints related to sales which did

AICOSH 2021 - The Annual International Conference on Social Sciences and Humanities (AICOSH) “Life After Pandemic: Perspectives,

Changes, and Challenges”

not increase significantly. Another aspect that also

goes is the product constraint that is less widely

known. These obstacles and constraints may have an

impact on the welfare of members.

This research was conducted to increase the

number of product sales at the Waste Bank Lestari

Turi with Instagram. The effort made is to make

Instagram feeds neatly and clearly in branding and

promotions in any product to market. However, there

were no significant changes in the production or sales

process, at least intervention through marketing and

branding improved using social media. Hence, it

would be beneficial to adjust marketing products to

process the Waste Bank Lestari Turi products for the

present and in the future.

The obstacle experienced by the researcher was

that the source who knows the detail about The West

Bank Lestari Turi, only Mrs Nurus as chairman.

Hence, researchers had difficulties in conduct

interviews and observation due to her schedule. The

next obstacle the researchers faced was a lack of

preparation before conducting observations and

interviews. In this research, researchers asked

questions about waste management to participants

then recorded them using cell phones. The recording

of the observation was done with wrote on paper and

took some shots at the location.

Although the present Lestari Turi Waste Bank is

already known by the local community, particularly

in Bantul, the marketing development related to

waste bank still needs to be developed, particularly on

the human resources who had to handle the

community, that there are still many communities that

need to be given the understanding in managing their

household trash. The development strategy through a

means of social media marketing and branding is still

significantly opened a huge opportunity for the

advancement of Lestari Turi Waste Bank. The

researcher also expected that the Waste Bank

community study could be more developed for the

next level of research.

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Reactivating the Digital Marketing through Psychoeducation in Bank Sampah Lestari Turi