Collaborative Communication Model for MSEs Business Sustainability at Pongkor National Geopark

Purpose: Local economic development is part of the development of Micro and Small Enterprises (MSEs) in the Geopark area which distinguishes them& & & & & & & & & & from MSEs with the Geoproduct concept, namely products that have a geoliteracy. Collaborative communication in development communication requires the involvement of stakeholders in the development process from planning, implementation to monitoring and evaluation to realize the sustainability of MSEs business. The research objectives are: (1) analyzing the characteristics of MSE actors and MSE business conditions in the Pongkor National Geopark area; (2) analyzing the perceptions of stakeholders and their influence on MSE business sustainability; (3) formulating a collaborative communication model that describes the variables that affect MSE business sustainability.Design/Methodology/Approach: The research was conducted using a Mix Method approach, namely sequential exploratory, with the first order of quantitative methods and the second order using qualitative methods. The qualitative research method was conducted with in-depth interviews and focus group discussions. The quantitative research method was carried out with the Structural Equation Modeling (SEM) method to determine the communication model of MSE business sustainability in the Pongkor National Geopark.Findings: The results showed that the characteristics of MSE actors have secondary education with a generally culinary business and have joined the community. There are differences in perceptions from stakeholders related to factors that affect business sustainability which include competitive products, competent human resources and collaborating stakeholders; and the collaboration communication model shows that collaborative competence is influenced by digital competence, stakeholder support and interest in Geopark and &Geoproduct, and collaborative competence affects MSE business sustainability in Pongkor National Geopark. Based on this, it is found that the collaborative communication model has not been effective because the level of understanding of collaboration by stakeholders, especially MSE actors, is not optimal.Implications/Originality/Value: So in the future, the collaborative communication model can be improved through rational choices from the use of digital communication that can eliminate space and time barriers, especially for MSE actors.