Model Komunikasi Untuk Membangun Kapasitas Kewirausahaan dan Kesiapan Perubahan Pedagang Pasar Tradisional

Keywords: Kapasitas Kewirausahaan, Kesiapan Perubahan, Komunikasi Partisipatif, Pedagang Pasar Tradisional, Pemberdayaan

Abstract

Berangkat dari kondisi rendahnya kapasitas kewirausahaan dan ketidaksiapan pedagang pasar tradisional menghadapi persaingan dari peritel modern, penelitian ini bertujuan untuk merumuskan model komunikasi untuk membangun kesiapan perubahan pedagang pasar tradisional. Metode yang digunakan adalah survey dengan mewawancarai 559 pedagang pasar tradisional menggunakan instrumen kuesioner. Hasilnya dianalisis dengan menggunakan pendekatan kausalitas dengan alat bantu LISREL dan diperkuat dengan hasil dari wawancara mendalam. Hasilnya diperoleh gambaran bahwa dalam menghadapi revitalisasi, pedagang berada dalam situasi ketidakpastian. Seluruh unsur mulai dari karakteristik pedagang, sumber pesan, pesan, dan komunikasi partisipatif memberikan dampak positif terhadap kesiapan pedagang terkait dengan revitalisasi dengan kondisi kapasitas kewirausahaan pedagang tinggi. Karenanya, untuk membangun kesiapan pedagang, hal utama yang perlu dilakukan adalah membangun kapasitas kewirausahaan pedagang. Kekurangberhasilan membangun kapasitas kewirausahaan berdampak ketidaksiapan pedagang untuk berubah. Model komunikasi yang dinilai tepat adalah melibatkan pengelola pasar sebagai sumber pesan yang kredibel, dengan muatan pesan tentang manfaat dan risiko revitalisasi ternyata efektif bila melalui pengembangan motivasi pedagang untuk berubah, dan media yang memungkinkan terjadi tanggapan langsung dari pelaku komunikasi.

 

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Author Biography

Akhmad Edhy Aruman, STIKOM LSPR Jakarta

Dosen tetap STIKOM LSPR Jakarta

Redaktur Eksekutif Majalah MixMarcomm

Dewan Pembina Himpunan Alumni IPB Bogor

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http://megapolitan.kompas.com/read/2014/05/22/1207402/Pedagang.Pasar.Bogor.Kecam.PD.Pasar.Pakuan.Jaya diakses 9 Maret 2017.

Published
2018-04-01
How to Cite
ArumanA. E., SumardjoS., PanjaitanN. K., & SadonoD. (2018). Model Komunikasi Untuk Membangun Kapasitas Kewirausahaan dan Kesiapan Perubahan Pedagang Pasar Tradisional. Jurnal Penyuluhan, 14(1), 52-67. https://doi.org/10.25015/penyuluhan.v14i1.16363

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