Communication Strategy of the Oki Regency Cooperatives, SMEs, and Industry Service in Supporting the Success of SMEs at Sriwijaya Expo 2025
DOI:
https://doi.org/10.36668/5jejpj37Abstract
Sriwijaya Expo is an annual exhibition event in South Sumatra Province which is a means of introducing superior products from each region, this event is not only an exhibition, but also a communication space, The success of MSMEs is not only determined by the production and sales aspects, but also how they are perceived by the public. The research method used is a qualitative method with a descriptive approach. The informants of this study were the Head of the Service, the head of the SME section, service staff, business actors, and the Sriwijaya Expo committee. Data collection techniques were carried out through in-depth interviews, observation, and documentation, the theory used was the communication strategy theory from Onong Uchana Effendy. The results of the study show that the communication strategy implemented includes the flow of determining communicators, determining communication targets, compiling communication messages, selecting media or channels, and assessing the effects (communication evaluation) which are carried out continuously. The communication built is in the form of organizational communication that takes place in a structured and coordinated manner, then through two-way communication both directly, through media such as WhatsApp and social media, coaching. The last communication that is built is cooperative communication, the agency plays a role in providing direction and policies, the committee is responsible for implementation, while MSME actors adapt to the direction given to improve product quality readiness, event administration, and build relationships with stakeholders. The success of the communication strategy of the OKI Regency Cooperative, SME, and Industry Agency in supporting MSMEs at the 2025 Sriwijaya Expo is reflected in the improvement of OKI Regency's achievements in the Sriwijaya Expo, namely winning 3rd place in 2022 and 2023, 2nd place in 2024, and 1st place in 2025. This shows that the communication strategy implemented is effective in increasing the participation and competitiveness of MSMEs. Thus, the communication strategy of the OKI Regency Cooperative, SME, and Industry Agency has proven to play an important role in supporting the success of MSMEs at the 2025 Sriwijaya Expo
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