Analisis Komunikasi Interpersonal dalam Kegiatan Public Relation pada Duta Ubi Group

Moh. Arbi  Sukron Al Azkhab; Agung Obianto

doi:10.58518/alamtara.v9i1.3523

Authors

Moh. Arbi Sukron Al Azkhab Universitas KH. Mukhtar Syafa’at, Banyuwangi, Indonesia
Agung Obianto Universitas KH. Mukhtar Syafa’at, Banyuwangi, Indonesia

DOI:

https://doi.org/10.58518/alamtara.v9i1.3523

Keywords:

Interpersonal Communication, Public Relations, Duta Ubi Group

Abstract

Banyuwangi Regency, with its vast agricultural land, has encouraged a segment of the local population to engage in agribusiness as commodity distribution agents. This dynamic has intensified competition in the agricultural trade sector. Established in 2022, Duta Ubi Group—despite its relatively young age—has successfully expanded its market reach both domestically and internationally by forming strategic partnerships with similar enterprises. This study aims to analyze the interpersonal communication competencies of Duta Ubi Group in carrying out public relations (PR) activities. A descriptive qualitative method was employed, utilizing observation, interviews, and documentation for data collection. Data analysis followed the Miles and Huberman model, encompassing data collection, data reduction, data display, and conclusion drawing. The findings reveal that Duta Ubi Group’s interpersonal communication plays a vital role in fostering strong and effective relationships with key stakeholders, including farmers, consumers, local communities, and business partners. This communication capability significantly contributes to the group’s competitive advantage and organizational growth in a rapidly evolving market.

Author Biographies

Moh. Arbi Sukron Al Azkhab, Universitas KH. Mukhtar Syafa’at, Banyuwangi, Indonesia

saya moh arbi sukron dari universitas kh mukhtar syafa'at blokagung
Agung Obianto, Universitas KH. Mukhtar Syafa’at, Banyuwangi, Indonesia

agung obianto, tempat tanggal lahir Gresik 13 Januari 1987 dari Universitas KH mukhtar Syafa'at

References

Asemah, Ezekiel S., and Edo State. 2024. Case Studies in Public Relations, Advertising and Behavioural Change Communication.

Asenso, Kennedy. 2020. “Community-Based Organizations’ Role in Ghanaian Agriculture Sector Development: The Case of Ashanti Region.” Journal of Culture, Society and Development 57:10–15. doi: 10.7176/jcsd/57-02.

Gweon, Hyowon. 2021. “Inferential Social Learning: Cognitive Foundations of Human Social Learning and Teaching.” Trends in Cognitive Sciences 25(10):896–910. doi: 10.1016/j.tics.2021.07.008.

Laksana, Medika Oga, and Nurhaliza Nurhaliza. 2023. “The Impact of Communication Ethics on The Communication Quality in Interpersonal Relationships.” Eduvest - Journal of Universal Studies 3(5):989–95. doi: 10.59188/eduvest.v3i5.815.

Latupeirissa, Jonathan Jacob Paul, Nadia Aura Ardyansyah, Kadek Ayu Dewi Pratiwi, and Made Jasmine Regita Nareswari. 2024. “Unlocking the Power of Inclusive Communication in Public Relations: A Comprehensive Review of Strategies.” Estudos Em Comunicacao 1(39):160–82. doi: 10.25768/1646-4974n39v1a10.

Li, Xiaoya. 2024. “Stakeholder Engagement and Communication Strategies in Real Estate Project Management.” 41:73–78.

Lueg, Klarissa, and Rainer Lueg. 2020. “Detecting Green-Washing or Substantial Organizational Communication: A Model for Testing Two-Way Interaction between Risk and Sustainability Reporting.” Sustainability (Switzerland) 12(6). doi: 10.3390/su12062520.

Nurrohman, Immawati Asniar, and Achmadi. 2024. “Strategi Komunikasi Pemasaran Dalam Meningkatkan Penjualan Brand Pakalolo.” Journal Media Public Relations 4(1):10–23. doi: 10.37090/jmp.v4i1.1355.

Oparaugo, Buike. 2021. “Role of Public Relations in Corporate Image Building and Sustenance.” International Journal of Applied Research in Business and Management 2(1):26–37. doi: 10.51137/ijarbm.2021.2.1.3.

Rahawarin, Muhamad Arsad, Hendry Selanno, and Rugaya Al Hamid. 2022. “The Effect of Motivation and Organizational Climate on Performance of Employees at The Bureau Of Public Relations and Protocol of Regional Secretariat of Maluku Province.” Jurnal Ilmiah Ilmu Administrasi Publik 12(1):99. doi: 10.26858/jiap.v12i1.33277.

Rofiq, Asngadi, and Khisbiya Ayatuna Nuzula. 2021. “Proses Morfologis Reduplikasi Dalam Buku Generasi Optimis Karya Ahmad Rifa’I Rif’an.” Jurnal PENEROKA 1(01):42. doi: 10.30739/peneroka.v1i01.737.

Saaty, Ahdab Abdalelah. 2023. “Correlations Between Expressing Feelings, Conveying Thoughts, and Gaining Confidence When Writing Personal Narratives in One’s First and Second Language.” World Journal of English Language 13(1):390–404. doi: 10.5430/wjel.v13n1p390.

Shabangu, Pay. 2022. “Chapter 3 Strategic Communication in Local Government Collective Bargaining : Proposing Solutions to Challenges.” 61–89.

Solomon, Denise, and Jennifer Theiss. 2021. “INTERPERSONAL COMMUNICATION: Putting Theory into Practice, 2nd Edition.” Interpersonal Communication: Putting Theory into Practice, 2nd Edition 1–546. doi: 10.4324/9781351174381.

Suriansha, Reza. 2023. “The Role of Customer Loyalty on Customer Retention in Retail Companies.” International Journal of Multidisciplinary Research and Analysis 06(07):3359–65. doi: 10.47191/ijmra/v6-i7-66.

Susanti, R. Hariyani. 2024. “EMPATHY AND TOLERANCE CULTIVATION IN PRIMARY STUDENTS THROUGH LOCAL CONTEXT-BASED SOCIAL SCIENCE LESSONS.” 27(1):191–206.

Tika Dewi Amelia, Lolitha, and Nadira Rania Balqis. 2023. “Changes in Communication Patterns in the Digital Age.” ARRUS Journal of Social Sciences and Humanities 3(4):544–56. doi: 10.35877/soshum1992.

Zhao, Ying, Yong Guo, Yu Xiao, Ranke Zhu, Wei Sun, Weiyong Huang, Deyi Liang, Liuying Tang, Fan Zhang, Dongsheng Zhu, and Jie-Ling Wu. 2020. “The Effects of Online Homeschooling on Children, Parents, and Teachers of Grades 1–9 During the COVID-19 Pandemic.” Medical Science Monitor 26. doi: 10.12659/MSM.925591.