MILLENNIAL-DRIVEN COMMUNICATION IN RURAL SUSTAINABLE WASTE MANAGEMENT THROUGH VILLAGE-OWNED ENTERPRISES (BUM DESA)

Abstract

This study examines community empowerment communication strategies in plastic waste management through the establishment of Singa Barong Village-Owned Enterprise (BUM Desa) in Kebarongan village. The research aims to investigate how local governance structures facilitate environmental sustainability initiatives while promoting community economic development, with a particular focus on youth engagement in environmental conservation and plastic waste reduction. The methodology employed qualitative data collection through in-depth interviews with key village stakeholders, primarily featuring discussions with Village Head Harun and other community leaders. The research utilized a participatory approach, conducting structured conversations to gather insights on village governance, economic development strategies, and community-based environmental management practices. The findings reveal that the Singa Barong BUM Desa represents an innovative model of community-driven environmental entrepreneurship, successfully integrating plastic waste management with local economic development. The study demonstrates how village leadership plays a crucial role in mobilizing community participation, particularly among young people, in environmental conservation initiatives. Results indicate that effective communication strategies between village officials and community members are essential for sustainable waste management programs. The research highlights the financial viability challenges of village leadership positions and their impact on program sustainability. Furthermore, the study shows that successful environmental initiatives require strong local governance, community engagement, and innovative business models that transform environmental challenges into economic opportunities. The Singa Barong model demonstrates potential for replication in similar rural contexts, offering insights into community-based approaches for addressing plastic waste while strengthening local economies through environmentally conscious enterprise development.