COMMUNICATION STRATEGY IN ARRANGING STREET VENDORS AT AUR MARKET BUKITTINGGI CITY

Abstrak

The problem in this article explains that there are still street vendors (PKL) who are still trading on the roadside in the area under the flyover in the market area of Bukittinggi city, causing environmental problems in the surrounding area, such as long traffic jams and the street vendors abandoning them after they have finished trading. Then the issue of the communication strategy used by the Market Management Service still needs to be maximized so that the level of awareness of street vendors (PKL) increases so that the arrangement of street vendors can be orderly. The purpose of this article is to find out communication strategies in managing street vendors (PKL) at Pasar Aur, Bukittingg City. This type of research is in the nature of this research. This research uses a descriptive qualitative method, namely explaining the research problem based on facts found in the field. The instrumentation process is carried out using a hierarchy effect model by informing and persuading street vendors regarding Regional Regulation Number 8 of 2014 concerning the management and empowerment of street vendors. The results of this article explain that to achieve success in structuring street vendors in Pasar Aur, the government should combine these three communication models proportionally. Initially, the government could use a linear model to disseminate information massively. Then, switch to a transactional model to accommodate the aspirations of street vendors. Finally, using an interactional model by actively involving street vendors in making structuring policy decisions so that the resulting solutions can be accepted and obeyed by all parties.