Partisipasi Digital dalam Pengelolaan Minyak Jelantah Ucollect

Abstract

The development of social media has transformed the way people participate in social and environmental issues. This study analyzes how Ucollect utilizes social media to encourage digital participation in used cooking oil management in Indonesia. The research employs a qualitative approach with a case study method. Data were collected through digital observation of Ucollect's Instagram account, application, and website, as well as literature review. Thematic analysis was used as the data analysis technique. The findings reveal that Ucollect builds digital participation in three layers. First, social media functions as a digital public sphere for education and calls to action through the slogan "Change Used Cooking Oil into Rupiah" and informative visual content. Second, the application provides a participatory environment where users can exchange used cooking oil, monitor their balance, and visualize their contributions through the Green Impact feature. Third, Ucollect creates a culture of participation by involving the community as active actors in the circular economy chain, supported by cross-sector collaboration with BRIN, Pertamina, and Alfamart. This study concludes that Ucollect successfully builds digital participation by integrating economic incentives, ease of access, and visualization of personal impact. However, challenges such as geographical access inequality and technical complaints still need to be addressed to create more inclusive participation.