STRATEGI KOMUNIKASI PEMBANGUNAN PADA PROGRAM PEMBERDAYAAN UMKM DI MASA PANDEMI COVID-19 (STUDI DESKRIPTIF PADA DINAS TENAGA KERJA, KOPERASI, DAN UKM KABUPATEN BANYUMAS)

Micro Small Medium Enterprises (MSMEs) play a significant role in supporting national economic growth. The MSME sector has been particularly hard hit by the COVID-19 pandemic, which experiences a decrease in income -2.93%. The significant challenges faced by MSMEs during the COVID-19 pandemic are the decrease in public demand for MSME products and services. The existence of these problems requires a development communication strategy is needed to increase the independence of MSMEs in the pandemic era. This study used a qualitative approach. The data collection technique consisted of observation, interview, and documentation. This study showed that the communication strategy used by the Department of Manpower, Cooperative, and SME of Banyumas Regency in the MSME empowerment program has been in following the AED communication strategy, and The three aspects of empowerment effort, namely enabling, empowering, and protecting. MSME empowerment was conducted by various training and coaching activities. This program was disseminated through social media and local media. The empowerment program had been run effectively and received a positive response from society