MEMBANGKITKAN PARTISIPASI PUBLIK DALAM CROWDFUNDING MELALUI MEDIA DIGITAL (STUDI KASUS PROGRAM PESAWAT R80 B.J. HABIBIE)
Keywords:crowdfunding, social marketing, public participation
In its efforts to achieve Indonesia's aerospace, founding father of Indonesian aerospace technology BJ Habibie, who once managed to launch a plane made in Indonesia N250, trying to re-achieve the glory through the production of R80 aircraft. This aircraft was initiated by B.J. Habibie from basic design, technology, to its production scheme. However, the effort to realize this idea is not easy. In addition to Indonesian aircraft experts who have been prepared through aerospace education and technology programs in the era of the 90s has become aerospace experts in other countries or switch professions in other fields, the realization of this idea also has constraints on capital. It takes about Rp200 Billion for the development of aircraft prototype, and about Rp20 Trillion for business development.Fortunately, to break these barriers, some parties are willing to contribute to the idea by launching a funding program, which is now popularly named as the crowdfunding program. Crowdfunding is a joint fund-raising effort by utilizing a web platform, which is a meeting place between the project owner and the funding public. The project owner gives a product or service as reciprocal (Techinasia.com, 2016). Through this effort, the Indonesian public's attention has been raised. Since it was first initiated on the platform Kitabisa.com, generated approximately USD Rp8,528,892,298 from at least 180 fundraiser from the public figure who participated in the campaign #TerbangkanPesawatIndonesia.In relation to the rise of public participation to conduct certain behaviors, Kotler and Lee, 2008 mentioned that in an effort to change people's behavior with a marketing approach (social marketing), change can be generated as a sender, message, channel, and receiver. The question is in the era of massive digital communications utilizing digital information technology, is the effort of generating public participation still relevant using that formulation?This research aims to examine the processes and elements of communication in generating public participation through crowdfunding, on the basis of interactions that take place through digital activities (web, social media etc.). This research uses descriptive qualitative approach with literature study.