Business Communication Model Amid Pandemic: A Case Study Of Creative Industry Smes Phenomena In Indonesia
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Abstract
The aim of this study is to determine the communication maturity stage within an organization, each informant's responses are classified into three categories: internal relationship, new technology adaptation, and the presence of a communication role model in SMEs. The data were collected from interviews with SMEs which were then analyzed by qualitative analysis. This study divides the SMEs into three categories through a case study approach by selecting fifteen SMEs based on purposive sample criteria. Category A contains SMEs that survived during the pandemic without making significant strategy changes, category B contains SMEs that survived during a pandemic by large-scale reforming, and category C is for SMEs that did not survive. Based on this categorization, an internal and external communication analysis, category A internally shows business communications classified into adult and adolescence stages, shown by how they practice open and dynamic internal relationships, adapt new technologies comprehensively and place role models that exhibit an egalitarian and transparent communication skill. As for external communication, category A adopt digital technology by utilizing social media, automatic transaction systems, and social commerce consisting of functional, hedonistic, and social aspects. Categories B and C both adopt digital technology, but do not consider the importance of social commerce.
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