ANALISIS KEBIJAKAN PEMERINTAH DALAM PENERTIBAN REKLAME DI KELURAHAN MERDEKA, KECAMATAN MEDAN BARU, KOTA MEDAN

Abstract

This research analyzes the government's policy on billboard enforcement in Merdeka Village, Medan Baru District, Medan City. The primary issues addressed include the analysis of the billboard enforcement policy, the hindering and supporting factors of its implementation, and the enforcement mechanisms employed. This research employs a descriptive qualitative approach. Data were collected through in-depth interviews with key informants from the community, the Municipal Police Unit (Satpol PP), the Head of Merdeka Village, and the Head of Medan Baru District, as well as through direct observation of billboard installation sites and documentation of relevant regulations. The findings indicate that policy implementation is often suboptimal due to inconsistent application of regulations, poor inter agency coordination, resource limitations, and resistance from business actors. Issues such as unpermitted billboard installations, zoning violations, non-compliant sizes and designs, and weak supervision remain significant challenges. The policy needs to balance economic, aesthetic, and social aspects, while also incorporating a contextual and participatory approach.