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Archives of Business Research – Vol. 9, No. 11
Publication Date: November 25, 2021
DOI:10.14738/abr.911.11209. Masjuli, Kholil, & Widowati, D. (2021). Communication Strategy to Encourage Employee Participation for Osh Performance
Improvement at Pt Global Dairi Alami Subang West Jawa Province Indonesia. Archives of Business Research, 9(11). 81-91.
Services for Science and Education – United Kingdom
Communication Strategy to Encourage Employee Participation
for Osh Performance Improvement at Pt Global Dairi Alami
Subang West Jawa Province Indonesia
Masjuli
Doctorate Student of Communication Science, Usahid Jakarta
Kholil
Faculty of Engineering, Sahid University, Jakarta
Dewi Widowati
Institut Komunikasi dan Bisnis LSPR
ABSTRACT
Indonesia with total population reaching 264 million persons is a very potential
market share for food products. To meet nutrition needs, PT GLOBAL DAIRI ALAMI
was established in 2017 as a milk producer in Indonesia. This company engages in
two main activities, i.e. land farming for dairy cow breeding and factory to process
the milk with pasteurization and Ultra High Temperature methods before the
products are launched to the markets for public consumption via sale
representatives. As a new venture, the Company encounters a lot of problems,
which include in relation to organization communication in performing
Occupational Safety and Health Management System. This Safety and Health
Management System is not yet soundly implemented and no communication
procedure has been put in place. The objective of this study is to select the most
appropriate communication strategy in improving Occupational Safety and Health
performance subject to the existing objective conditions using Analytical Hierarchy
Process method. Data is collected from discussion with the experts including the
owner, board of directors, managers, section heads, and local government officials.
The study results show that the owner of company becomes the leading actor in
building communication strategies, followed by employees with scores 0.368 and
0.348 respectively. Factor that becomes the first priority for the company is
business continuity with budget availability to follow. Occupational Safety and
Health training is a priority program necessary to implement Occupational Safety
and Health Management System. Based on multi criteria : actor, factor and program,
priority strategy necessary to improve OSH performance is to encourage employee
participation.
Key words: Organization communication, business continuity, employee participation,
Occupational Safety and Health performance.
INTRODUCTION
At present Indonesia is intensifying industrial development in diverse sectors, which include
food and beverage industries. In this case, beverage products become first options for some
entrepreneurs to show their contribution in nutrition improvements for the communities.
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Archives of Business Research (ABR) Vol. 9, Issue 11, November-2021
Services for Science and Education – United Kingdom
According to BPS (Central Bureau of Statistics) data (BPS; 2021) milk consumption per capital
of Indonesian people in 2020 was 16.27 kg/capita/year and increased by 0.25 percent in 2019
(Kompas.com, Monday, 31 May 2021). Since then, more companies start to open their
businesses in foods and beverage industry. Some of them now have turned into leading milk
drink producers.
Milk drink companies that have been long operating in Indonesia are PT Greenfield Indonesia,
PT Sari Husada, and PT Nestle Indonesia. PT Greenfield is even recorded at the first tier of
leading milk drink producer. In later progress, some milk factories are built, which is, among
others, PT GLOBAL DAIRI ALAMI (PT GLOBAL DAIRI ALAMI) as a domestic company with
business activities in dairy cow breeding’s and processing of the produced milk into dairy
products.
As a relatively new company, PT GLOBAL DAIRI ALAMI still needs many improvements in
various aspects in attempt to maintain its business continuity. Under its tender age, there are
some sectors need more urgent improvements than the others to support the operation of
company. These more priority improvements include to build organization communication in
accordance with organization communication principles such as internal and external
communications.
Interviews with some experts and facts found in the field revealed problem encountered by this
newly operating PT GLOBAL DAIRI ALAMI, i.e. the absence of standard procedures for sections
to facilitate employees in performing their duties relating to the implementation of
Occupational Safety and Health Management System (OSHMS). In other words, communication
within the company not yet uses standard communication due to no communication procedure.
For example, when assigning a job, the management will assign it in oral.
In light of foregoing, standard communication strategy to encourage employee participation in
improving Occupational Safety and Health (OSH) performance is necessary to facilitate
organization communication within the company for sound OSHMS performance.
This study aims to select priority strategies in performing OSHMS mostly suitable to the
objective conditions of company with AHP method.
LITERATURE REVIEW
The first study was carried out by Dewi (2017) in her work titled Communication Strategy to
Improve Employee Performance (Case Study PT PJB in Surabaya). This study discussed
communication strategy in improving employee performance in PT PJB. In this case, strategy
became fundamental basis in communication planning and communication management to
realize the goals. To achieve such goals, strategy serves not only as a map indicating the
directions but also showing what operational strategies need to take. In other words, the
approach may be different from time to time subject to the occurring changes.
Such study adopted relational theory to analyze how a relation can generate satisfaction and
improve performance within the company.
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Masjuli, Kholil, & Widowati, D. (2021). Communication Strategy to Encourage Employee Participation for Osh Performance Improvement at Pt Global
Dairi Alami Subang West Jawa Province Indonesia. Archives of Business Research, 9(11). 81-91.
URL: http://dx.doi.org/10.14738/abr.911.11209
The study found that organization communication strategy had been used as main basis for
vertical communication in PT Pembangkitan Jawa Bali (PJB), i.e. communication between the
leaders and their employees expressed in work instructions, motivation and rewards.
Meanwhile, communication from employees to the leaders was expressed in writing with
written reports and recommendations. As to horizontal communication at the same tiers or
hierarchies within organization structure, the communication was got across with job
assignment coordination, information sharing of work plans and other activities, discussion of
the organization, etc. To improve employee performance, organization communication must be
intensified. Supervisors need to give more attention to employees, for example, to respect any
outstanding performance reached by employees, to give broader opportunities for them to
express their suggestions. In addition, commitment to search any important information within
the company must be enhanced through intensive communication with the leaders. Therefore,
jobs assigned by supervisors or other leaders can be accomplished with ease. Communication
is expected to be a bridge in dealing with the conflicts. Nonetheless, organization policies on
this communication affairs are sometimes limited. Both employees and employers have yet to
explore formal and information communication because of too many individuals representing
the organization. Under this circumstance, in case of dissenting opinions among several
individuals, this issue will be difficult to deal with, unless there is two-way communication and
union uniting them.
The second study was by Masuku, Audrey Chitsika and Painos Moyo (2014) in their work titled
Organization Communication Strategy adopted in UNKI Mines with communication
participation and development approach. Organization community became the umbrella in this
discussion. The study discussed development communication theory and two-way symmetrical
communication model.
Development communication theory underlined the importance of community participation in
devising development issues to the needs of community. Meanwhile, two way communication
model clarified the relevance of dialogue with feedback to build mutual understanding of
company and local residents. The next was cognitive dissonance theory discussing how social
communication and behaviors, attitudes and emotion of the communities could affect their
perspectives and understanding on company’s reputation and image. These theories enable
this study to assess communication strategy taken by the company in promoting local
community participation and development for the interests of organization and local residents.
Findings of this study revealed that Community Engagement Forum (CEF) operated based on
collective awareness about the identified challenges and it was collective responsibilities to
cope with such challenges. Under this approach, no single entity was held responsible for
fulfilling the demands of communities. CEF facilitated collaborative partnership in dealing with
and identifying the needs of communities.
At present, the organization communication strategies applied by UNKI Mines including the use
of CED News Letter, Anglo Social Way and Community Engagement Forum failed to respond the
demands of local communities. Thus, it can be concluded that Community Engagement and
Development (CED) department needs to engage local communities on regular basis to satisfy
their demands in hierarchical way. It was suggested that they should also receive copies of CED
bulletins that enable them to understand anything reported by UNKI Mines.