BENTUK KAMPANYE LITERASI PT CITA INTRANS SELARAS (CITILA GRUP) DALAM MEMBANGUN MOTIVASI PARTISIPASI MASYARAKAT MELALUI KOMUNITAS LITERASI

Shalashanty Asprila Maharani, 2025. "The Form of Literacy Campaign by PT Cita Intrans Selaras (Citila Group) in Building Community Participation Motivation through Literacy Communities." Department of Indonesian Language Education, Faculty of Teacher Training and Education, University of
Muhammadiyah Malang. Supervisor: (1) Arti Prihatini, S.Pd., M.Pd.

This research aims to analyze the forms of literacy campaigns
implemented by PT Cita Intrans Selaras (Citila Grup) and to understand the motivation for community participation in literacy activities organized by the company through literacy communities. In an evolving digital era, literacy campaigns are a crucial strategy in fostering public awareness about the importance of reading, critical thinking, and engagement in public discourse. This
study employs a descriptive qualitative approach with data collection techniques including participatory observation, in-depth interviews, and documentation.The research findings indicate that Citila Grup's literacy campaigns utilize various media forms and creative approaches, such as educational content on
social media, podcasts, the Semilir literacy web, community discussions, philosophy classes, and book review events. The three main types of literacy:information, digital, and reading serve as pillars in campaign implementation. Furthermore, participant motivation in engaging with literacy community activities demonstrates diverse dynamics, aligning with Abraham Maslow's
hierarchy of needs theory. These motivations include the fulfillment of physiological needs like comfortable event facilities, the need for safety in self�expression, the need for belongingness and love through social encouragement to share knowledge, the need for esteem based on deep understanding and social recognition, and finally, the need for self-actualization as an opportunity for
personal potential development and the search for meaning in life. These findings affirm that literacy campaigns integrated with communities and digital media not only successfully disseminate literacy messages but also effectively foster social change and continuously enhance the quality of community literacy.