PROSES KOMUNIKASI INTERPERSONAL TIM PRODUKSI IKLAN MILO DI TENGAH PANDEMI COVID-19
Abstract
Penelitian bertujuan untuk mengetahui proses komunikasi interpersonal dan faktor-faktor yang memengaruhi komunikasi interpersonal Tim Produksi iklan Milo pada saat pandemi. Konsep komunikasi interpersonal dan teori Pertukaran Sosial menjadi konsep yang didiskusikan dalam penelitian ini. Teori pertukaran sosial berasumsi bahwa ketika individu masuk suatu tim, mereka fokus pada biaya yang mereka berikan dalam partisipasi dan kaitannya dengan keuntungan yang mereka dapatkan dari tim tersebut. Metode penelitian ini adalah metode kualitatif dengan pendekatan studi kasus untuk menginterpretasikan dan mengamati fenomena, dimana data penelitian dikumpulkan melalui wawancara mendalam terhadap empat narasumber. Hasil penelitian ini diketahui bahwa Tim Produksi pada iklan Milo di tengah pandemi menggunakan pendekatan komunikasi fungsional dan pendekatan situasional dalam komunikasi interpersonal dengan harapan tercapainya komunikasi yang efektif. Pihak manajemen dan director saling bertukar benefit dan cost dalam tim kerja ini. Sehingga tim mampu dipertahankan walaupun tim dominan adalah pekerja freelancer. Selain karena gaji yang sepadan dengan besarnya tanggung jawab, terdapat juga beberapa faktor yang memengaruhi komunikasi interpersonal Tim Produksi, hal tersebut di antaranya adalah kepercayaan, kejujuran, sikap saling mendukung (supportive) dan sikap keterbukaan antar masing-masing angota tim.
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DOI: https://doi.org/10.32509/dinamika.v9i2.4288
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