Kurniawan, Tusita Dewi
(2018)
Greenpeace Indonesia: an NGO perspective on the marketing communication to reduce shark trading in Indonesia.
Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Sharks have been very popular on the media and in the public eyes due to their fascinating and oft times 'scary' portrayals in the media. However, the underlying and even larger use of the animal has been largely for human consumption, and the many species of sharks have been traded for that purpose for centuries. Indonesia is one of the largest shark traders in the world, exports are large due to high overseas demands especially in Chinese ethnic's communities in mainland China, Taiwan, Hong Kong, and so on, due to mostly age-old traditions. Efforts have been done to try to minimize the trade, due to sustainability and environmental concerns. This study is done to see the efforts on marketing communication to reducing shark trading in Indonesia through the perspective of a Non-Government Organization (NGO). This research is an exploratory qualitative research, using case study as a research design to gain insight on the case, which is shark trading in Indonesia and its economic effects on Indonesia's fishing industry through the perspective of an NGO. The researcher chose Greenpeace Indonesia as the key respondent for an in- depth interview as a primary source data, and secondary data to support or disprove primary data errors will be gained from relevant journals, news coverage, and/or websites. The research results found that Greenpeace Indonesia's focus on the efforts to reduce shark trade in Indonesia seems to be on government intervention, because in their perspective, only through government regulations and scientific findings can further steps on shark conservation can be done, as NGOs can do campaigns and promote shark conservation, but government regulations are still the decisive point to make it happen. Research results also found that shark trading in general gives little economic significance to the fishermen's income, and the ones being profited the most are actually the big traders and collectors or 'pengepul', The respondent, also backed by several studies that the researcher found, noted that Indonesian fishermen should be able to retain and even increase their profit by focusing on alternative fisheries and choosing a different sector such as ecotourism, if they can be properly guided and educated by the government on the available regulations and the importance of conservation.
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