Strategi Komunikasi Pemberdayaan Petani Desa dalam Perspektif Komunikasi Pembangunan (Studi Kasus PT CITRA MANCANEGARA Pada Kelompok Petani di Desa Pasir Biru Kecamatan Cisolok Kabupaten Sukabumi Jawa Barat)
Empowerment Communication Strategy for Village Farmers from The Perspective Of Development Communication (Case Study of PT CITRA MANCANEGARA with Farmer Groups in Pasir Biru Village, Cisolok District, Sukabumi Regency, West Java)
DOI:
https://doi.org/10.31334/trem2t75Keywords:
Strategi Komunikasi; Komunikasi Pembangunan; Pemberdayaan Petani; Daun Ketapang; Ekspor;Abstract
Penelitian ini mengkaji strategi komunikasi pembangunan yang diterapkan PT Citra Mancanegara dalam memberdayakan petani melalui pemanfaatan daun ketapang sebagai komoditas ekspor bernilai ekonomi di Desa Pasir Biru, Sukabumi. Studi menggunakan pendekatan kualitatif dengan metode studi kasus untuk memahami secara mendalam proses komunikasi dan dampak program pemberdayaan. Hasil penelitian menunjukkan bahwa keberhasilan program didukung oleh strategi komunikasi yang mengedepankan pendekatan interpersonal, penggunaan bahasa lokal, serta partisipasi aktif masyarakat dalam setiap tahapan kegiatan. Proses komunikasi pembangunan dilaksanakan secara sistematis melalui tahap perkenalan, pembelajaran, pelatihan, pendampingan, pengawasan, dan evaluasi. Pemanfaatan media digital, khususnya WhatsApp, turut memperkuat koordinasi dan penyebaran informasi antara perusahaan dan kelompok petani. Program ini berhasil meningkatkan pengetahuan, keterampilan, partisipasi, dan pendapatan masyarakat melalui pengolahan daun ketapang yang sebelumnya belum memiliki nilai ekonomi yang optimal. Faktor pendukung utama meliputi tingginya motivasi masyarakat, ketersediaan sumber daya alam, dan peluang pasar ekspor yang luas. Sementara itu, keterbatasan fasilitas produksi, ketergantungan terhadap kondisi cuaca, serta proses produksi yang masih manual menjadi tantangan yang perlu diatasi. Penelitian menegaskan bahwa komunikasi yang partisipatif, dialogis, dan berkelanjutan merupakan kunci keberhasilan pemberdayaan masyarakat berbasis potensi lokal.
Abstract
This study examines the development communication strategy implemented by PT Citra Mancanegara in empowering farmers through the utilization of Ketapang (Terminalia catappa) leaves as a high-value export commodity in Pasir Biru Village, Sukabumi. Employing a qualitative case study approach, the research explores the communication processes and impacts of the empowerment program. The findings reveal that the program's success is largely driven by interpersonal communication, the use of local language, and a participatory approach that actively involves community members throughout all stages of implementation. The development communication process is systematically conducted through introduction, learning, training, mentoring, monitoring, and evaluation phases. In addition, digital platforms, particularly WhatsApp, serve as effective tools for coordination and information dissemination. The program has significantly enhanced community knowledge, skills, participation, and income by transforming Ketapang leaves from an underutilized natural resource into an economically valuable export product. Key supporting factors include strong community motivation, abundant natural resources, and promising export market opportunities. However, challenges remain in the form of limited production facilities, weather dependency, and predominantly manual processing methods. The study concludes that participatory, dialogic, and sustainable communication plays a crucial role in achieving successful community empowerment while promoting the economic utilization of previously overlooked local resources.
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