RESILIENT COMMUNICATION STRATEGIES AMONG MICRO-ENTREPRENEURS IN THE BOGOR AND DEPOK REGIONS OF INDONESIA
This qualitative study explores resilient communication strategies employed by micro-entrepreneurs operating in the Bogor and Depok regions of Indonesia. In the face of various challenges, such as economic fluctuations, market competition, and socio-political uncertainties, micro-entrepreneurs often rely on effective communication strategies to navigate and sustain their businesses. Through in-depth interviews and observations, this study examines the communication practices and resilience mechanisms adopted by micro-entrepreneurs to overcome adversities and ensure business continuity. This study focuses on understanding how these entrepreneurs utilize communication as a tool for adaptation, problem-solving, and relationship-building in the dynamic business environment of Bogor and Depok. The findings reveal that micro-entrepreneurs employ diverse communication strategies to mitigate risks and enhance resilience. First, they emphasize the importance of maintaining strong interpersonal relationships with customers, suppliers, and fellow entrepreneurs. Through personalized communication and networking, they establish trust and loyalty, which in turn contributes to the resilience of their businesses. Second, microentrepreneurs leverage digital communication technologies to expand their market reach and streamline their business operations. Social media platforms, online marketplaces, and messaging applications are used to promote products, engage customers, and facilitate transactions, enabling them to adapt to changing consumer behaviors and market trends. Furthermore, microentrepreneurs demonstrate resilience through effective crisis communication strategies. In times of adversity, such as natural disasters or economic downturns, they prioritize transparent and timely communication with stakeholders to manage expectations, mitigate panic, and coordinate recovery efforts. Overall, this study highlights the significance of communication in fostering resilience among microentrepreneurs in the Bogor and Depok regions of Indonesia. By understanding and leveraging various communication strategies, these entrepreneurs are better equipped to navigate challenges and sustain their businesses amid uncertainties, thus contributing to the resilience of the local economy.
Resilient Communication, Micro-Entrepreneurs, Bogor and Depok Regions, Indonesia.