PERAN KOMUNIKASI ORGANISASI MELALUI NEW MEDIA DALAM MENUNJANG KEGIATAN OPERASIONAL DI PT NATLAS REKARTHA INDONESIA
Abstract
This study aims to determine the role of organizational communication through new
media in supporting operational activities at PT Natlas Rekartha Indonesia. This
heavy equipment tire distributor has a geographically separated work structure
between its head office in Jakarta and its operational unit in Kalimantan. This
research employs a constructivist paradigm with a descriptive qualitative approach
through a field study. Data was collected through in-depth interviews with three key
informants, there are the Managing Director, the Jakarta Head of Operations, and
the Banjarmasin Head of Operations; supported by observation and documentation.
The results show that the company utilizes three complementary new media
platforms: WhatsApp for rapid daily coordination, email for formal communication
and documentation, and Google Meet for cross-regional synchronous virtual
meetings. The use of these platforms has positively impacted communication
speed, time and cost efficiency, and ease of coordination. Nevertheless, several
obstacles were identified, including potential miscommunication due to brief text
messages, limited nonverbal communication, information overload on WhatsApp,
and unstable internet connectivity in Kalimantan. In conclusion, new media-based
communication within the company operates quite effectively in supporting its
operations, yet it requires more optimal management to minimize existing barriers.
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