COMMUNICATION STRATEGY OF VILLAGE-OWNED ENTERPRISES (BUMDes) IN IMPROVING COMMUNITY ECONOMY IN SOUTH BENGKULU

Abstract

This study aims to determine how the verbal exchange strategy of the Sinar Akbar Village-Owned Enterprise (BUMDes) benefits the local economic system within the Sindang Bulan Village network, Seginim District, South Bengkulu Regency. Researchers used a qualitative methodology to interview members of the Sinar Akbar BUMDes management team, local community members, and purposive sampling participants from Sindang Bulan Village who are savings and loan customers. Observations, interviews, and documentation were conducted with informants. This research builds on the work of Wheelen and Hunger, who proposed that BUMDes communication strategies aimed at improving the local economy consist of three main components: plans, budgets, and processes. The Sindang Bulan Village community may be able to learn about BUMDes savings and loans, which have the potential to significantly impact the local economy, through the three principles of Whelen's communication theory.

Keywords: Communication Strategy, Improving the Economy, South Bengkulu