Analisis Komunikasi Interpersonal dalam Kegiatan Public Relation pada Duta Ubi Group
DOI:
https://doi.org/10.58518/alamtara.v9i1.3523Kata Kunci:
Komunikasi Interpersonal, Public Relations, Duta Ubi GroupAbstrak
Kabupaten Banyuwangi memiliki lahan pertanian yang luas, mendorong sebagian masyarakat untuk terlibat dalam bisnis distribusi komoditas pertanian. Kondisi ini memicu persaingan dagang yang semakin kompetitif. Duta Ubi Group, yang didirikan pada tahun 2022, meskipun tergolong baru, telah berhasil menguasai jaringan perdagangan komoditas pertanian baik di dalam maupun luar negeri melalui kemitraan strategis dengan berbagai perusahaan sejenis. Penelitian ini bertujuan untuk menganalisis kemampuan komunikasi interpersonal Duta Ubi Group dalam menjalankan fungsi public relations (PR). Pendekatan yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data berupa observasi, wawancara, dan dokumentasi. Analisis data dilakukan menggunakan model Miles dan Huberman, yang mencakup tahap pengumpulan data, reduksi data, penyajian data, dan penarikan kesimpulan. Hasil penelitian menunjukkan bahwa kemampuan komunikasi interpersonal Duta Ubi Group memainkan peran krusial dalam membangun hubungan yang harmonis dan produktif dengan para pemangku kepentingan seperti petani, konsumen, komunitas lokal, dan mitra bisnis. Keberhasilan dalam menjalin kerja sama ini menjadi salah satu kunci utama dalam memperkuat posisi organisasi di tengah persaingan pasar yang dinamis.
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