COMMUNICATION MODEL OF CITRA KINARAYA PRODUCER COOPERATIVES IN THE ERA OF COVID-19 PANDEMIC

Abstract

The communication model is a simple description of the communication process that involves the relationship between one communication component and another. The objectives of this study are: (1) To analyze the communication model applied by the Citra Kinaraya Producer Cooperative in the era of the Covid-19 pandemic; (2) To analyze the factors that influence the effectiveness of the communication model used by the Citra Kina Raya Producer Cooperative in the era of the Covid-19 pandemic. This research was conducted in April - May 2023, which took place at the Citra Kinaraya Producer Cooperative, Mlatiharjo, Demak. The data collection methods used were interview, observation, and documentation techniques. Data analysis used in this study used multiple linear regression analysis. The results of this study indicate that the communication model applied by the Citra Kinaraya Producer Cooperative in the era of the Covid-19 pandemic is a interactional communication model. Based on multiple linear regression testing, the independent variables consisting of communication media, communicators, information/messages, communicants, age, and education, simultaneously have a significant effect on the effectiveness of the communication model. While partially only the age variable has no effect.