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Lili Karmela Fitriani
Universitas Kuningan
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ORGANIZATIONAL COMMUNICATION AS A FOUNDATION OF BUSINESS EFFECTIVENESS: A CONCEPTUAL REVIEW IN THE CONTEXT OF OFFLINE AND ONLINE MARKETING Lili Karmela Fitriani; Diar Mutiarawati; Derik Rizki Pangestu
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 4 (2026): August
Publisher : CV. Radja Publika

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Abstract

Communication is a fundamental process that determines the success of coordination, motivation, and decision-making within organizations and business activities. This article conceptually examines the process, direction, media, barriers, and cross-cultural dimensions of organizational communication based on Robbins and Judge's framework, and relates them to marketing communication practices in offline and online business contexts. A descriptive-qualitative library research method was used, reviewing core organizational behavior literature alongside recent digital marketing journals. The findings show that the effectiveness of organizational communication is strongly influenced by the fit between channel richness and message ambiguity, an understanding of psychological and cultural barriers, and adaptability to digital channels in customer interaction. As a result, business actors, whether operating conventionally (offline) or through social media and e-commerce (online), need to design communication strategies aligned with audience characteristics and message nature to build productive working and customer relationships.
Co-Authors . Wachjuni ABID IBNU HUSEN Ade Nurhasanah Aini Nursyafaah Al-atsari, Zafar Shidiq Amir Hamzah Anastasya, Tyas Fitria Anidathi Layla Arief Surya Lesmana Asep Warman Cahyani, Aisyah Calipah, Ilah Dede Djuniardi Dede Djuniardi Dede Djuniardi Demi Paranita Rustandi Deni Sugandi Derik Rizki Pangestu Diar Mutiarawati Dikdik Harjadi Eka Febrian Nugraha Eko Wahono Eti Rusmiati Firdaus, Galih Adam Ginna Novarianti Dwi Putri Pramesti Harjadi, Dikdik Herma Wiharno Ihsan Ihsan Imam Safei Muslim Indra Lesmana Indriarto, Enricho Dwi Iqbal Arraniri Ivan Sofyan Jaenal Hak, Muhammad Rapi Jubelina Amaral Pinto Jumantini, Entin Kiswara, Yanneri Elfa Komarudin*, Munir Nur Komarudin, Munir Nur Linda Wulandari, Linda Miftah Aulia , Treza Mitha Fajri Fillanov Muhammad Naufal Harits Mustofa, Jeni Nadia Dwi Yulianti Nanda Nenden Sugiharti Nia Aghniyatul Ilmi Nina Yusiana Ningsih, Liya Nita Anggreyani Nok Ayu Permata Sari Nurhasanah, Ade Odang Supriatna Odang Supriatna Odang Supriatna Omar, Abdisamad Abdirahman Pirman Setiawan Putry, Aglin Tiara Rahmantya, Yanneri Elfa Kiswara Ramdan, Mohamad Ramdani Ramdani Regina Yusticia Firdaus RIO ANDRIYAT KRISDIAWAN Rizco Sumarlin Rois, Tatang Salsa Wulandari Pratama Sudiaatmaja, I. Putu Sukatin, Sukatin Taopik Mulyana Kuntara Tiar Abdan Hisbih Usti, Yessi Mariana Wachjuni Yanneri Elfa Kiswara Rahmantya