THE IMPLEMENTATION OF BRANDING SOCIO ENGINEERING PT. JASA RAHARJA SOUTH SULAWESI BRANCH IN EMPHASIZING TRAFFIC ACCIDENT RATES AND ROAD SAFETY IN MAKASSAR CITY
Abstract
This research aims to analyze the application of PT's socio engineering branding. Jasa Raharja South Sulawesi Branch in reducing the number of traffic accidents and road safety in Makassar City. The research method used is qualitative with an approach through in-depth interviews with informants, observation and text analysis with stakeholder partners, Transportation Experts, Heads of PT. Jasa Raharja South Sulawesi Branch and road users in the city of Makassar. The research results show that the socio engineering branding strategy implemented by PT. Jasa Raharja South Sulawesi Branch succeeded in increasing public awareness of the importance of traffic safety and encouraging changes in road user behaviour. Socio engineering branding such as safety education and outreach, multi-stakeholder coordination, FGDs and studies, joint operations, free health services for car accident units (MUKL), information and communication technology innovation, letters to stakeholders, surveys with stakeholders, publication of stakeholder policies, program innovation technical safety. Apart from that, collaboration with local governments, road safety institutions and local communities is a key factor in the successful implementation of the socio engineering branding strategy to reduce the number of traffic accidents and improve road safety in Makassar City.
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References
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