ASSESSING THE SOCIAL IMPACT AND COMMUNITY ENGAGEMENT OF THE MICRO URBAN FOOD FOREST CAMPAIGN AT MASAGI KOFFEE: A MIXED-METHODS STUDY

• Main Author: Pratama, Rafi
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/85679
• Institution: Institut Teknologi Bandung

This study evaluates the social impact of the Micro Urban Food Forest Campaign implemented at Masagi Koffee in Bandung, focusing on its contribution to environmental sustainability and community engagement. The campaign's effectiveness was assessed by exploring four key research questions: factors influencing community involvement, perceived barriers to participation, participants' awareness of the campaign’s vision and mission, and the factors significantly affecting the perceived impact of the campaign. To address these questions, a mixed-method research approach was employed, combining qualitative and quantitative methods. Qualitative data were collected through semi-structured interviews with key stakeholders, including community members, campaign organizers, and representatives from partner organizations. These interviews were analyzed using thematic analysis to identify recurring themes related to community involvement, barriers, awareness, and perceived impact. Following the qualitative analysis, a quantitative survey was developed and distributed to 217 participants and social media followers of the campaign. The survey aimed to quantify the findings from the interviews, focusing on variables such as community involvement, perceived barriers, knowledge enhancement, and sustainability practices. The quantitative data were analyzed using descriptive statistics, correlation analysis, and multiple linear regression to test the relationships between these variables and the perceived impact of the campaign. The results of the analysis revealed that community involvement is largely driven by effective stakeholder engagement and strong partnerships, which were found to be critical for fostering a sense of ownership and responsibility among participants. However, significant barriers were identified, including limited resources and negative perceptions within certain community segments, which hindered broader participation. Additionally, while participants generally demonstrated high levels of awareness about the campaign’s activities, there was a noted gap in understanding the broader sustainability goals and long-term vision of the initiative. The regression analysis highlighted that Positive Impact, Knowledge Enhancement, and Sustainability Practices were significant predictors of the perceived impact of the campaign. Conversely, Barriers showed a complex relationship with the campaign’s perceived effectiveness, suggesting the need for targeted strategies to address these challenges. Based on these findings, several strategic initiatives were proposed to enhance the campaign’s effectiveness and ensure its sustainability. These include the establishment of a Green Champions Network to empower local volunteers, the creation of an Access to Green Spaces Fund to support community-driven projects, the development of the Roots of Change Storytelling Series to increase awareness and engagement, and the expansion of stakeholder collaborations through targeted initiatives. The study concludes that while the Micro Urban Food Forest Campaign has successfully engaged the local community, addressing the identified barriers and enhancing participant understanding of the campaign’s sustainability goals are essential for maximizing its long-term impact. The proposed strategies are designed to strengthen the campaign’s foundation, ensuring continued community involvement and the achievement of its environmental objectives.