PROPOSED INTEGRATED MARKETING COMMUNICATION STRATEGY FOR BADAN TENAGA NUKLIR NASIONAL (BATAN) TO PROMOTE NUCLEAR ENERGY POTENTIAL IN INDONESIA

• Main Author: Axel Putra Hadiningrat, Mohamad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/47619
• Institution: Institut Teknologi Bandung

BATAN as a non-ministerial government agency have a task to conduct a research related to the development of nuclear technology in Indonesia as well as BATAN has a mandate to contribute to overcoming the energy crisis in Indonesia by proposing a plan to build a Nuclear Power Plant (NPP), which until now has entered the stage of consideration. However, these efforts are still hampered by government regulation No. 79 of 2014 which states that nuclear technology is the last priority for the government to be built, so that the plan and development of nuclear technology in Indonesia is still stagnant and there is no definite follow-up from the government. Thus, the role of BATAN as an institution responsible for the development of nuclear technology for energy, has become very political and were having less collaboration between the stakeholders and the public as a whole. The need for appropriate policy products, requires BATAN to develop a positive stigma from nuclear technology through the campaigns that they do. In this case, BATAN focused their campaign by promoting nuclear technology as not only for energy but for the welfare of the people. Comprehensive research preparations have been made by BATAN nevertheless, public and political acceptance is important in this case because the development of nuclear research, especially for the construction of nuclear power plants is a mutual agreement for Indonesia. Before formulating the strategy, it is necessary to analyze the external and internal environment to determine the strategic factors that influence the development of nuclear power plants in Indonesia. External environmental analysis is carried out using PESTEL analysis to determine opportunities and threats to the development of nuclear power plants that can meet national electricity needs in the future. Internal environmental analysis is carried out using the Resource-Based View analysis to determine the strengths and weaknesses that affect the strategic conditions of BATAN as an agency. Based on the analysis of the external and internal environment, an alternative strategy is prepared using SWOT analysis and TOWS matrix so that an integrated communication scheme can be found to generate mutual commitment between institutions in the government that is expected to support the NPP to be realized as new and committed energy. Based on the results of the formulation of the strategy, to increase the possibility in the construction of nuclear power plants in Indonesia, the needs of communication and coordination is important to be establish between all institutions involved in this nuclear power plant project. The public domain, on the other hand, has the same function to be given the same understanding related to nuclear technology in terms of safety, benefits, and efficiency to meet the national electricity needs. The implementation plan for the formulation of the strategy was drawn up into a 12-year period from the effective phase of the nuclear energy campaign, to the communication between agencies until the formulation and preparation of negotiations for the construction of nuclear power plants.