ANALISIS KOMUNIKASI PERSUASIF PENDAMPING PUSAT LAYANAN USAHA TERPADU (PLUT) PADA PELAKU USAHA MIKRO, KECIL, DAN MENENGAH (UMKM) DI KABUPATEN BULELENG

Abstract

ABSTRACT

The development of Micro, Small, and Medium Enterprises (MSMEs) in Buleleng Regency continues to face challenges in adopting business innovations, particularly digital technologies and new knowledge, highlighting the need for effective persuasive communication in the mentoring process. This study aims to analyze the persuasive communication strategies implemented by mentors at the Integrated Business Service Center (PLUT) for Cooperatives and MSMEs (KUMKM) in Buleleng Regency, identify the communication barriers encountered, and analyze their implications for MSME development. Using a descriptive narrative qualitative approach, data were collected through semi-structured interviews, observations, and documentation studies involving assisted MSME owners and PLUT mentors in Buleleng Regency. The findings indicate that persuasive communication strategies are implemented through strengthening motivation and self-efficacy, establishing equal interpersonal approaches, utilizing group dynamics, simplifying technical terminology, using contextual examples, and providing direct practical guidance. Communication barriers include the complexity of digital application use, limited frequency of face-to-face mentoring, limited time availability among MSME owners, as well as differences in age, educational background, and conventional business practices. Based on Rogers' Diffusion of Innovations Theory, the innovation adoption process can be observed through the stages of knowledge, persuasion, decision, implementation, and confirmation. The most evident outcomes include increased knowledge of business legality, improvements in management and product packaging, greater utilization of digital technology and artificial intelligence, and increased openness to business development. Therefore, persuasive communication by PLUT mentors plays an important role in encouraging the innovation adoption process and supporting the capacity building and development of MSMEs in Buleleng Regency.

ABSTRAK

Perkembangan UMKM di Kabupaten Buleleng masih menghadapi kendala dalam mengadopsi inovasi usaha, khususnya teknologi digital dan pengetahuan baru, sehingga diperlukan komunikasi persuasif yang efektif dalam proses pendampingan. Penelitian ini bertujuan untuk menganalisis strategi komunikasi persuasif yang diterapkan oleh pendamping Pusat Layanan Usaha Terpadu (PLUT) KUMKM Kabupaten Buleleng, mengidentifikasi hambatan komunikasi yang dihadapi, serta menganalisis implikasinya terhadap perkembangan Usaha Mikro, Kecil, dan Menengah (UMKM). Menggunakan pendekatan kualitatif deskriptif naratif, pengumpulan data dilakukan melalui wawancara semi-terstruktur, observasi, dan studi dokumentasi terhadap pelaku UMKM binaan serta pendamping PLUT Kabupaten Buleleng. Hasil penelitian menunjukkan bahwa strategi komunikasi persuasif dilakukan melalui penguatan motivasi dan efikasi diri, pendekatan interpersonal yang setara, pemanfaatan dinamika kelompok, penyederhanaan istilah teknis, penggunaan contoh kontekstual, dan bimbingan praktik secara langsung. Hambatan komunikasi meliputi kompleksitas penggunaan aplikasi digital, keterbatasan frekuensi pendampingan tatap muka, keterbatasan waktu pelaku UMKM, serta perbedaan usia, pendidikan, dan kebiasaan bisnis konvensional. Berdasarkan Teori Difusi Inovasi Rogers, proses adopsi inovasi terlihat pada tahap knowledge, persuasion, decision, implementation, dan confirmation, dengan temuan yang paling terlihat pada peningkatan pengetahuan tentang legalitas usaha, perbaikan manajemen dan kemasan, pemanfaatan teknologi digital dan kecerdasan buatan, serta meningkatnya keterbukaan terhadap pengembangan usaha. Dengan demikian, komunikasi persuasif pendamping PLUT berperan dalam mendorong proses adopsi inovasi dan mendukung peningkatan kapasitas serta perkembangan UMKM di Kabupaten Buleleng.