STRATEGI KOMUNIKASI PERSUASIF DALAM MENGATASI RESISTENSI ORANG TUA TERHADAP  PROGRAM PENDEWASAAN USIA PERKAWINAN DI MALANG

Rohmah Nia Chandra Sari; Salsabila Damayati

doi:10.20884/jpm.v3i1.20392

Rohmah Nia Chandra Sari University Jenderal Soedirman
Salsabila Damayati Universitas Jenderal Soedirman

DOI: https://doi.org/10.20884/jpm.v3i1.20392

Abstract

Addressing child marriage is a strategic global agenda within the SDGs framework to improve health, education quality, and gender equality. In Indonesia, despite the strengthening of regulations through Law No. 16 of 2019, the Age at First Marriage Maturity (PUP) program faces significant resistance from parents due to cultural, economic, and religious factors. This community service project aims to implement persuasive communication strategies through a storytelling-based educational model integrated with local wisdom in Malang Regency. The implementation method employed a participatory approach, involving village governments, BUMDes (village-owned enterprises) managers, and the local community as strategic partners. Interventions were carried out through field mentoring and Focus Group Discussions (FGD) to develop adaptive messaging for local change agents. The results demonstrate that persuasive communication strategies, through re-framing child protection narratives and utilizing real-life testimonials, effectively reduced community resistance. This approach also integrated theological negotiation via the "Sakinah family" concept, the use of local dialects, and humor to build trust. Through collaboration with religious women's organizations acting as cultural mediators, the communication pattern successfully shifted from a top-down instructional style to a dialogic-participatory model based on social learning. In conclusion, the success of the PUP program relies on integrating local wisdom as a catalyst for shifting social norms. The adaptive-narrative educational model proved effective in encouraging the organic internalization of the ideal marriage age. This approach is recommended as a sustainable socialization prototype to reduce early marriage rates in regions with similar cultural characteristics.

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