Business activities are now an option for every individual who wants to earn a primary or secondary income. Things can be seen around us, almost all individuals run private businesses online. News reports have also shown that online businesses increased by 28.9 percent, “Perniagaan Dalam Talian Tumbuh Pesat.” (hmetro, 2021). However, not all of these small traders can run easily, there are various things that need to be gone through in order for the business to run smoothly with an effective communication strategy. communication can be interpreted as communication either directly or through letters, radio, telephone, and so on ( Kamus Dewan Edisi Keempat, 2007). Whereas according to Rubin, communication is the process of conveying information from sender to receiver with the use of media where the information conveyed is understood in the same way by the sender and receiver “Communication and human behaviour” (Rubin, 1988). This shows that communication is an important process in various forms and has certain branches according to the categories corresponding to their respective uses. With this, it is proven that the field of business also needs proper communication. Thus, there are several important and effects of communication impossibility in business activities.
THE IMPORTANCE OF COMMUNICATION IN BUSINESS ACTIVITIES
1) RELATIONSHIPS IN THE ORGANIZATION
Business communication is the formation and exchange of messages between interdependent networks of relationships to deal with an uncertain environment “organization communication. human communication research ” (Goldhaber, 1978). In Goldhaber’s opinion, business communication is a process that involves management being directly or indirectly involved in a business organization. Communication used for relationships in organizations is divided into three methods. The first method, vertical communication where the exchange of information takes place between levels in the organization. The second method, Horizontal Communication that can share information freely within the organization. The third method, horizontal communication is the exchange of important and insignificant information informally or outside the protocol ceremony.
2) RELATIONSHIPS BETWEEN INDIVIDUALS
Business is a field that involves traders, employees, suppliers, buyers, and so on. Business activities are not just activities that prioritize profit, progress, and so on. But many activities use methods of communication with individuals. Especially to the individual as a buyer, who uses informal communication to gain a close relationship with the buyer. The relationship between individuals and colleagues can also be seen in the sharing of information, it can be further explained by horizontal communication.
3) RELATIONS WITH EXTERNAL PARTIES
Conducting business activities will involve transportation agencies, suppliers, the community, government, media, and so on. The purpose of establishing business relationships between these communities is to assist in promoting the business in the right way of communication. Clearly shows that communication is needed in business activities. However, to what extent is communication meaningful in relationships with outside parties of the business? The implicit content that is in this aspect is, creating a sense of confidence and trust of the other party to the other party. This can be explained in the theory of the Johari window, which is concerned with the variety of ways to gain confidence in one’s communication. “Penerapan Johari Window Untuk Meningkatkan Rasa Percaya Diri Remaja Di Panti Asuhan Uswah Surabaya” (izzati, 2011).
4) COMMUNICATION AS A DISTRIBUTOR OF INFORMATION
Through communication, people around can find out various info. In business activities requires effective management to convey messages to others especially in business organizations. Leaders and team members do not have the knowledge and understanding also the same way at a time. Communication as the delivery of information can provide a clear explanation to group members in order to further improve the quality of the company’s business and so on. With the sophistication of technology in this era of globalization, the problem of obtaining the information no longer arises. Online communication such as memos, faxes, emails, computers, and so on have become a channel to communicate in conveying any information related to business activities.
5) SOURCE OF INCOME
Reading on social media about business advertisements, in particular, has attracted the interest of the public to know more about a product in more depth so as not to make wrong choices and misuse it. To prove this, Goodhue and Thompson (1995) have given the opinion that the use of technology in the field of communication has had a positive impact on individual performance “Pengaruh Teknologi Komunikasi Terhadap Perubahan Keorganisasian Di Jabatan Penyiaran Malaysia” (et.al, 2017). It can be seen that communication can be controlled and benefit oneself, society, and the country. Individuals who are running a business will use communication that is easily understood by readers.
EFFECTS OF LACK OF COMMUNICATION IN BUSINESS
1) DETERIORATION IN BUSINESS PERFORMANCE
Business activity communication, marketing, and strategic information are key points that should be strengthened. Accordingly, if a trader does not have authentic information about trade it will have a detrimental effect on the communication of information dissemination. When the selected information is clear and does not make any profit in influencing customers, it will certainly waste time and will not be able to improve business performance. While in business organizations, what often happens is differences of opinion that stem from the non -availability of information to customers.
2) LOSS OF TRUST FROM OTHERS
Communication can reflect one’s self through every talk will bring meaning in conversation or communication, the more knowledge gained the higher the trust of others towards a person. However, if communicating with external parties such as the media, the facts extracted from the individual communication cannot strengthen the trial will give the concept of integrity of a less knowledgeable person.
3) BUSINESS PATTERNS ARE NOT INTERESTING
business conducted either in a private or organized form requires discussion with more expert and experienced parties. If the business is run without proper planning, will provide a pattern of income that can occur in the form of a sharp decline. This means that the business conducted is not strategic and only runs the business according to one’s own will.
In conclusion, communication in business activities has its own importance, namely the importance of relationships in the organization, relationships between individuals, relationships with external parties, information channels, and sources of income. Every importance of communication can be witnessed with the environment of each trader, that is, the appreciation of communication experienced will make individuals continue to practice in order to have a good effect in business endeavors. Each of these interests is the lifeblood of a trader’s success, communication is a major topic that should be discussed in the ups and downs of a business. The effects experienced by traders are a decline in business performance, loss of trust from others, and unattractive business patterns. All these are the effects that will be faced by traders if they do not emphasize the importance of communication in the business aspect. Ultimately, communication will provide benefits if utilized and controlled in the appropriate way and vice versa the negative impact that will be received if not used in the right way. It is clear that communication can shape a business to be leading if it has superior communication.
Kamus Dewan Edisi Keempat. (2007). Kuala Lumpur: Dewan Bahasa Dan Pustaka.
et.al, W. I. (2017). PENGARUH TEKNOLOGI KOMUNIKASI TERHADAP PERUBAHAN KEORGANISASIAN DI
JABATAN PENYIARAN MALAYSIA. jouranl of social sciences and humanities, 110–118.
Goldhaber, D. e. (1978, september 17). organization communication. human communication research, pp. 6–15.
hmetro. (2021, januari 15). perniagaan dalam talian tumbuh pesat. Retrieved may 19, 2021, from hmetro : https://www.hmetro.com.my/bisnes/2021/01/664332/perniagaan-dalam-talian- tumbuh-pesat
izzati, u. a. (2011, november 2). personifikasi. penerapan johari window untuk meningkatkan rasa percaya diri remaja di panti asuhan uswah surabaya, pp. 78–82.
Rubin, B. d. (1988). Communication and human behaviour 2nd ed. New York, USA: Macmillan.