EFEKTIVITAS STRATEGI PEMASARAN SOSIAL INTERNAL DAN EKSTERNAL RENCANA PEMBANGUNAN PROGRAM PLPBK DI KELURAHAN SUNGAI LAIS KECAMATAN KALIDONI KOTAMADYA PALEMBANG

Abstract

Community-Based Settlement Neighborhood Setup (PLPBK) is a development program
initiated and mobilized at village/rural level in village/regency areas. This program is a
National Program, initiated by the Kementerian PUPR of through the Dirjen Cipta
Karya to move the development in accordance with the needs and characteristics of the
village / rural. Sungai Lais Village is one of 4 villages in Palembang that got this
program. Activity begun in 2014 begins with social mapping to determine the most slums
or priority areas, then will be built into a well-organized area of sanitation, drainage,
clean water, open space and green open spaces and roads and bridges that are
connected to every area in the village. Planning Expert Team to compile development
plan with investment value ± 7 billion, while direct aid fund (BLM PLPBK) equal to 1
billion. To cover the lack of investment, Marketing Experts and citizens engage in
internal and external marketing strategy activities. Internal marketing strategy is a series
of activities to provide understanding to the citizens about the importance of settlement
arrangements well so that social and economic activities of society for the better. Citizen
participation is not only energy and development ideas but also willingness to grant their
land affected by the development plan. Internal marketing strategy is effective enough to
influence the citizens, because there is willingness of citizens who grant the land even
though not all of them. An external marketing strategy is an effort to influence
stakeholders' willingness to intervene in development plans that have not been financed
by BLM PLPBK funds. The result of City Government through Bappeda of Palembang
City gives commitment to intervene development plan with funding scheme of RAPBD
year 2018 until 2019