COMMUNICATION STRATEGY OF MENTORS AND ITS CONTRIBUTION TO THE SUCCESS OF THE UMKM CLASS UP PROGRAM: A CASE STUDY IN WEST JAVA PROVINCE

Abstract

The "MSMEs Move Up Class" program in West Java Province is a government initiative to enhance the competitiveness and capabilities of Micro, Small, and Medium Enterprises (MSMEs) through mentorship. The success of this program depends on the effectiveness of the communication established between mentors and MSME entrepreneurs. This study aims to conduct an in-depth analysis of the strategic role of mentor communication in supporting the success of the MSMEs Move Up Class program. This study uses a qualitative approach with a case study method, where data is collected through in-depth interviews, participatory observations, and documentation studies. Data analysis techniques are carried out thematically to explore effective multilevel communication strategies during the program. The findings show that the communication established by mentors is multifaceted and strategic. Interpersonal communication proves to be the foundation for building comfort and trust between MSME entrepreneurs and their mentors. Furthermore, mentors adapt their communication roles as a mentor, coach, facilitator, or motivator—according to the needs and readiness level of each MSME entrepreneur. Mentor communication is a key instrument in encouraging MSME entrepreneurs to sustain their businesses. Mentor communication is not merely a supporting activity but a strategic instrument at the core of the "MSMEs Move Up Class" program's success. This success is achieved through effective relational communication. Implications: Practically, the findings of this study recommend that organizers equip mentors with skills that emphasize adaptive communication competencies, emotional intelligence, and diagnostic abilities.