Aristotelian Analysis of Sidomuncul Sustainability Report to Circular Economy Tourism

Abstract

This study aims to examine the persuasive styles in PT. Sidomuncul's sustainability report and its contribution to the development of circular economy and sustainable tourism in Indonesia. As a leading herbal and jamu company, Sidomuncul plays a strategic role in supporting sustainable tourism through responsible business practices grounded in local wisdom. The method employed is text analysis of PT. Sidomuncul's 2024 Sustainability Report using the Aristotelian Model approach, encompassing three persuasive dimensions: logos (rational appeal), ethos (credibility), and pathos (emotional engagement). The findings demonstrate that Sidomuncul constructs a balanced persuasive architecture that integrates institutional credibility, evidence-based environmental performance, and community-centered emotional narratives. Structural development initiatives, renewable energy utilization, biodiversity conservation, women empowerment programs, and agro-tourism development illustrate that the company’s sustainability rhetoric is grounded in operational substance rather than declarative claims. The study concludes that Sidomuncul achieves persuasive equilibrium by aligning credibility with measurable transformation and fostering stakeholder engagement through participatory empowerment. This rhetorical integration meaningfully supports circular economy systems and sustainable tourism development within local communities while reinforcing the company’s identity as a sustainable cultural heritage enterprise.