Mobile vegetable vendors: A sustainable communication perspective
Keywords:
Mobile vegetable vendors, Communication, MSMEsAbstract
Mobile vegetable vendors, known as ‘eyek,’ offer a promising community-level marketing network throughout Magelang Regency, providing MSME items directly to clients' doorsteps due to their extensive presence and strong customer relationships. Furthermore, eyek relies on word-of-mouth marketing to reach their target audience. With the background information provided, this study aims to explore trust-building measures between MSMEs and mobile vegetable vendors. The qualitative methodology employs in-depth interviews and Focus Group Discussions (FGD) in a phenomenological data collection approach, accompanied by inductive data analysis. The findings emphasize the Eyek Community's vital role in Magelang's trading sustainability and group communication efficiency. The presence of shared rules and conventions fosters a collective commitment. Effective group communication is essential for enhancing the program's direct and personal sales approach, nurturing community bonds, increasing engagement, understanding needs and challenges, resolving issues, establishing trust, and maintaining consistent information delivery.
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