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All Journal Ettisal: Journal of Communication
Hiswanti Hiswanti
Institut Bisnis dan Informatika Kosgoro 1957, Indonesia; Jl. Moch. Kahfi II No.33, RT.1/RW.5, Srengseng Sawah, Kec. Jagakarsa, Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 13550

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The Quad Helix Interpersonal Communication Pattern in Improving the Bargaining Position of Vegetable Farmers in Cinangneng Village Bogor Hiswanti Hiswanti; Erita Riski Putri; Iswahyu Pranawukir
ETTISAL : Journal of Communication Vol. 11 No. 1 (2026): Ettisal : Journal of Communication
Publisher : Universitas Darussalam Gontor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21111/ettisal.v11i1.85

Abstract

The first-year research entitled “Interpersonal Communication Pattern of the Quad Helix in Strengthening the Bargaining Power of Vegetable Farmers in Cinangneng Village, Babakan Girang, Bogor” has reached the stage of data analysis and conclusion formulation. Using a qualitative case study approach, the study involved in-depth interviews, participatory observations, and Focus Group Discussions (FGD) with farmers, distributors, consumers, and local government. Findings indicate that farmers’ communication patterns are still dominated by traditional relations with middlemen, structurally weakening their bargaining position within the supply chain. Key barriers include price information gaps, limited negotiation skills, and low utilization of digital media. The roles of Quad Helix actors (government, academics, consumers) remain suboptimal, despite attempts to initiate collective distribution. The study recommends developing a Digital-Interpersonal Communication Pattern to expand market networks, reduce dependency on middlemen, and accumulate support for cooperative establishment inspired by best practices in other regions. This model highlights the importance of policy intervention, digital literacy enhancement, and cross-actor collaboration in strengthening the bargaining power of vegetable farmers.
Co-Authors Erita Riski Putri Iswahyu Pranawukir