Komunikasi Door-to-Door sebagai Upaya Pengembangan Program One Pesantren One Product

Abstract. The One Pesantren One Product (OPOP) program aims to facilitate pesantren in developing competitive local products and promoting economic independence. Effective communication is essential for the success of the OPOP program’s outreach activities. This is because communication is a reciprocal process of exchanging information, ideas, or messages between two or more parties through a system of symbols, language, or signs. The purpose of this study is to examine the communication strategies implemented by the Cooperatives and Small and Medium Enterprises Office of West Java Province in the OPOP outreach program. This research uses a qualitative method with a case study approach. Data were collected through in-depth interviews with (1) the program manager, (2) program facilitators, (3) pesantren administrators, and (4) students within the pesantren. Observations were also conducted to gain a direct understanding of the program’s implementation. The results of the study indicate that the communication strategy consists of three processes: planning, implementation, and evaluation. Several challenges were found in the application of this strategy, originating from both internal and external factors.