The Patterns of Participatory Communication in Empowering the MSMEs Sector
Main Article Content
Abstract
Micro, Small and Medium Enterprises (MSMEs) are productive businesses carried out by individuals, groups, households and small business entities. The MSMEs develops various business fields in digital era therefore MSMEs has the important roles for supporting the community's economic sector. Based on the digital transformation, the use of communication technology also influences the dynamics of community entrepreneurship. The development program regulation of the Republic of Indonesia government on empowering the potential of MSMEs in tourist villages aims to foster independence, to build entrepreneurship and to evoke community participation. This article discusses the role of MSMEs actors in the field of batik handicrafts in the Giriloyo area, Special Region of Yogyakarta Province and weaving craftsmen in the Baduy area, Banten Province. The socio-cultural background is a consideration for MSMEs actors in preserving cultural heritage and selling local handicraft products. Although the area of the craftsmen's settlements is in rural areas, publication and promotion of product sales have penetrated the global network. The two tourist village areas represent communities that have local wisdom characters. Comparison of different cultural backgrounds enriches research findings related to communication patterns, communication participation actions and empowerment of the MSMEs sector The research was conducted with reference to the theory of participatory communication in the digital era, the empowerment communication model and marketing communication. Based on a qualitative approach, data was collected using observation, interview, documentation and FGD techniques. Research analysis results the main role of MSMEs actors in developing participatory communication networks. The business networks are related to the strategy for developing marketing communication of batik and woven products. The research findings are that MSMEs actors develop communication networks by increasing community participation, expanding partner relationships, fostering dialogical interactions, expanding the direct sales and escalating the product promotion on social media. The theoretical implications of research outputs are related to the development of participatory communication theory in the digital era, marketing communication models. and empowerment of MSMEs communities. Practical implications are related to the strategy for developing communication networks and empowering business communication of the MSMEs sector.