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Dianthi , Martha Heriniazwi
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Journal : Social Sciences Journal

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Communication Strategies By The Leaders Of Pt. Enseval Putra Megatrading, Tbk Bengkulu Herdiansyah, Reski; Putra , Dilmai; Dianthi , Martha Heriniazwi
Social Sciences Journal Vol. 3 No. 1 (2026): February
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/sosj.v3i1.968

Abstract

The strategy of communication by leadership is one of the important factors in creating a conducive work environment and enhancing employee motivation. This research is motivated by the significance of the role of leadership in delivering information and building healthy interpersonal relationships in the workplace. The problem formulation in this study is how the communication strategy of PT. Enseval Putra Megatrading, Tbk Bengkulu motivates employees. The objective of this research is to describe the communication strategies implemented by company leaders to encourage employee spirit and performance. This research uses a qualitative descriptive approach. Data collection techniques were conducted through in-depth interviews, direct observation, and documentation study. The research informants consisted of leaders, secretaries, warehouse heads, and staff employees. Data analysis used the interactive model by Miles and Huberman, through stages of data reduction, data presentation, and conclusion drawing. This study refers to Harold D. Lasswell's communication theory, which analyzes the communication process through five main elements: Who (who is the communicator), Says What (what is the message), In Which Channel (communication channel), To Whom (who is the communicator), and With What Effect (the effect of communication produced). The results of the study indicate that the leaders of PT. Enseval Bengkulu implement five communication strategies, namely information openness, two-way communication, personal approach, appreciation, and inspirational delivery of vision and mission. These strategies have proven to enhance employee motivation, engagement, and performance. Strategic leadership communication contributes positively to work spirit and productivity. The recommendation from this study is for leaders to continue developing more adaptive, responsive, and participatory communication, as well as to optimally utilize communication technology to reach all employees evenly.
Communication Strategy Of Radio Republik Indonesia (RRI) Bengkulu In Retaining Listeners Through Youtube Content (A Study On Programa 1 Channel: Dialog Interaktif Pagi) Irawan, Tinton; Narti , Sri; Dianthi , Martha Heriniazwi
Social Sciences Journal Vol. 3 No. 1 (2026): February
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/sosj.v3i1.1256

Abstract

This study examines the communication strategy of Radio Republik Indonesia (RRI) Bengkulu in retaining listeners through YouTube content, focusing on Programa 1’s “Dialog Interaktif Pagi.” The research uses a descriptive qualitative approach to capture how a public broadcasting institution adapts to digital media consumption. Data were collected through observation, in-depth interviews with key informants (the Head of the Broadcasting Team and the program host), and documentation of broadcasting activities and YouTube content. The analysis is guided by Susan Tyler Eastman’s framework, which highlights five strategic dimensions: compatibility, habit formation, control of audience flow, conservation of program resources, and mass appeal. Findings indicate that RRI Bengkulu aligns program topics and presentation styles with audience needs, maintains listening habits through consistent scheduling and recognizable program identity, and directs audience flow by integrating on-air and online promotion. The station also optimizes limited resources by repackaging broadcast materials into digital formats and strengthening teamwork in production planning. Finally, RRI Bengkulu enhances mass appeal by selecting accessible themes, encouraging audience participation, and using YouTube to expand reach beyond traditional radio listeners. Overall, these strategies help RRI Bengkulu sustain loyal audiences while attracting new viewers in the digital era, supporting the relevance and competitiveness of public radio broadcasting.
Co-Authors Effendi, Virgo Herdiansyah, Reski Irawan, Tinton Julianti , Irene Narti , Sri Novita , Eni Putra , Dilmai Respati, Arum Indah Sapta Sari