The Quad Helix Interpersonal Communication Pattern in Improving the Bargaining Position of Vegetable Farmers in Cinangneng Village Bogor
DOI:
https://doi.org/10.21111/ettisal.v11i1.85Keywords:
Quad Helix, interpersonal communication, bargaining power, vegetable farmers, digital-interpersonalAbstract
The first-year research entitled “Interpersonal Communication Pattern of the Quad Helix in Strengthening the Bargaining Power of Vegetable Farmers in Cinangneng Village, Babakan Girang, Bogor” has reached the stage of data analysis and conclusion formulation. Using a qualitative case study approach, the study involved in-depth interviews, participatory observations, and Focus Group Discussions (FGD) with farmers, distributors, consumers, and local government. Findings indicate that farmers’ communication patterns are still dominated by traditional relations with middlemen, structurally weakening their bargaining position within the supply chain. Key barriers include price information gaps, limited negotiation skills, and low utilization of digital media. The roles of Quad Helix actors (government, academics, consumers) remain suboptimal, despite attempts to initiate collective distribution. The study recommends developing a Digital-Interpersonal Communication Pattern to expand market networks, reduce dependency on middlemen, and accumulate support for cooperative establishment inspired by best practices in other regions. This model highlights the importance of policy intervention, digital literacy enhancement, and cross-actor collaboration in strengthening the bargaining power of vegetable farmers.
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