STRATEGI KOMUNIKASI DAN NEGOSIASI DALAM PEMBERDAYAAN UMKM BERBASIS MASYARAKAT DI ERA DIGITAL

Abstract

The digital era presents both challenges and opportunities for Micro, Small, and Medium Enterprises (MSMEs), particularly in the context of community-based empowerment. Communication and negotiation strategies have become critical factors in fostering connectivity, collaboration, and trust among MSME actors, the government, and the community. This study aims to analyze how effective communication and negotiation strategies can strengthen the role of MSMEs in local economic development. Employing a qualitative descriptive approach, this research explores digital communication practices, the use of social media, and negotiation techniques adopted by MSME actors to establish partnerships and access broader markets. The findings indicate that open, adaptive, and technology-based communication strategies, along with persuasive and collaborative negotiation skills, can enhance community participation in supporting MSMEs. Therefore, strengthening communication and negotiation capacities should be a key focus in community-based MSME empowerment programs.