PERSONAL AND SITUATIONAL FACTOR ANALYSIS ON COMMUNICATION SOURCE IN FAMILY HERBAL PLANT MANAGEMENT IN WEST JAVA PROVINCE

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PERSONAL AND SITUATIONAL FACTOR ANALYSIS ON COMMUNICATION SOURCE IN FAMILY HERBAL PLANT MANAGEMENT IN WEST JAVA PROVINCE Iriana Bakti, Evie Ariadne Shinta Dewi, Rosnandar Romli, Heru Ryanto Budiana

com Abstract This research purposes are to explore 1) Personal factor, including biological, sociopsychological, and sociogenetical factors.

1 PERSONAL AND SITUATIONAL FACTOR ANALYSIS ON COMMUNICATION SOURCE IN FAMILY HERBAL PLANT MANAGEMENT IN WEST JAVA PROVINCE Iriana Bakti, Evie Ariadne Shinta Dewi, Rosnandar Romli, Heru Ryanto Budiana Lecturer, Department of Public Relations Faculty of Communication Science - Padjadjaran University Bandung, West Java - Indonesia iriana_bakti@yahoo.com Abstract This research purposes are to explore 1) Personal factor, including biological, sociopsychological, and sociogenetical factors. 2) Situational factor, including environmental and land use, technological, and social factors. The method of this research is descriptive method in describing issues based on qualitative data to acquire comprehensive understanding on the subject of the research. Research shows that 1) On Personal Factor, the reason of managing Toga (acronym of Tanaman Obat Keluarga or Family Herbal Plant) is based on educational background and main task and job function that an individual has. Toga could become a benefit for public as first aid of health problem, source of income, charming landscape at home, to lower family s expenditure especially in medicine portion, and food sources. The steps applied by government official in handling this issue are by organizing workshop, seminar, holding interviews with media (television, radio, and magazine), publicizing research results in scientific or semi-popular journals, organizing counseling, and circulating herbal plant s seeds among public. The response from public is really positive concerning this matter. 2) On Situational Factor, physical environment plays a beneficial role in managing toga as land planted with toga will have a lower temperature, an aesthetic aspect of Toga s pilot field with a comfortable place for dissemination process also comes into hand. A flexible and shorter time for government s officials in doing the dissemination is important in really focusing them on the material being communicated, which leads to a more enthusiastic audiences. Technologies being used for dissemination are LCD projector, laptop, and posters, which objectives are to develop networking and to spread knowledge to public. Keywords: personal factor, situational factor, herbal plant management. 1

2 INTRODUCTION One of the alternative medical options for Indonesian people is herbal medicine, which is why the government socialization attempts to have the herbal medicine for people by encouraging them to plant, maintain, and use it for the benefit of their own family. The implementation of herbal medicine socialization by the government uses various communication channels such as: mass media, personalized media, and also interpersonal. The objective is to develop awareness of people about herbal medicine. The result from the previous research shows that interpersonal communication really affected the awareness of people on herbal medicine. Government officials as the source of information have a good credibility in people s perception as they have a capability in delivering information and able to response a lot of questions properly. Further research based on the result is needed, in which will focus on government officials as the source of information and group leaders, involving personal and situational factors on organizing herbal medicine. PROBLEM FORMULATON Communicator is one of the most important communication components in developing effective communication. The credibility of communicator is crucial to convince audiences when message is being delivered. Government officials as communicators have an ample skill in their area of expertise, which raise the credibility from people s point of view. In practice, dissemination of information often becomes ineffective when some particular factors hinder the government officials in delivering the messages. Those factors including personal factors of biological and socio-physique, and situational factors such as environment, land use, way of delivering information, social, and technology. In the light of those factors, this research is being done to examine personal and situational factors of government officials in delivering messages on herbal medicine. LITERATURE REVIEW Communicator as the source component is a very important part of communication, which functions is to become sender. According to Casagrande and Casagrande (1986:20) sender is the one who commence, begin, and initiate. The existence of communicator (source) in communication process determines how effective the communication would be. There are five signs of effective communication according to Tubbs and Moss in Rakhmat (1988:14): understanding, delighting, affecting the attitude, better social relationship, and action. Effective communication can be achieved if the source has credibility, which according to Rakhmat (1988:292) act as communicant perception tools on communicator s attributes (depending on personal and situational factors) in front of the audiences. Furthermore, Yuwono (1985:7-8) describes the communicator quality, as objective attributes of communicator to build trust upon communicants. Personal factors are attached to self-factors of communicator, biological, and sociopsychological, which all linked to motives and drives to act. Morgan (1986:269) added that a motive is a potential or a power in individual to act according to the needs within his/her self. Inline with Morgan, Winkel (1996:151) suggests that motive is the motor drive within self in producing particular activities to achieve a particular target, while motivation is an active motive in a particular moment. Communicator s personal and situational factor is attached to the positive attitude appears while communicating in front of the audiences. Communicator s positive attitude according to Devito (1997: ) includes: (1) Openness, an attitude of accepting suggestions from other, in association with important information delivery (Devito, 1997: ). In interpersonal communication, openness is one of the positive attitude, in which the communication taken place in a fair, transparent, and a two-way fashion. (2) Empathy, the ability to perceive feeling of other people, and understand the problem from other people s perspective (Devito, 1997: ). (3) Supportiveness, an effective interpersonal relation, in which each communicating 2

3 party support the open interaction takes place (Devito, 1997: ). (4) Positiveness, a positive attribute shown in attitudes and behaviors, i.e. respecting others, positive thinking, believe in other s important stance, gives credits and rewards, and commitment in cooperation (Devito, 1997: ). (5) Equality, the acknowledgement of both interested parties who have equal values, merit, and mutual need (Devito, 1997: ). The indicators of equality according to Wulansari (2012) are to positioned equally with others, aware of other s interests, recognized other s presence, not pushing own agenda, two-way communications, the need for each other, comfortable and intimate communication. RESEARCH METHOD Research method used in this research is a descriptive method with qualitative data to observe a better understanding on object of the research. Research problem becomes comprehensible after the qualitative data being confirmed based on the interviews with informants. RESULT AND DISCUSSION Personal Factor An attached personal factor in the government officials is the one supporting them in communicating with the audiences. Every communication acts being done is based on biological or socio-psychologist motives. The main function and job for the government officials in socialization of Toga (acronym of tanaman obat keluarga or family herbal plants) is based on biological factor, which associated with the educational and work background of each member in order to avoid risk of having those qualification but not delivering it. Morgan (1986:269) supports this notion by suggesting that motive is a potential or capability in individual basis, which urge them to do an act in conformity with the needs within self. Avoiding risk motive is within the needs of the government officials working in managing Toga, in an attempt to avoid sanction from the superior as well as concern of not working the principal job in hand. The self awareness of the officials background in their principal job and educational qualification will create a motivation to do their work. Steers & Porter (1987) in Bahar (2011) suggest that motivation is influenced by the condition of the work itself, associated factors including job signification, autonomy degree, feedback from the work result consequences, and degree of job variations. Attached factor of socio-psychologist motives in government officials in charge of Toga is the experience. Generally, officials have more than two years experience in handling the Toga, which indicates that they are not weak in experience of managing Toga and can be considered as an expert. The notion lead to the implementation of self actualization needs, which according to Maslow in Munandar (2001:327) that actualization need is individual effort to develop self mental and work capacity through the establishment of personality, in which they will strive for the best outcome. Furthermore, other attached sociopsychologist factor in the government officials is their feeling. Positive and enthusiastic respond from the audiences will be received as acknowledgement, which increases the self-esteem of government officials. Maslow in Munandar (2001:327) suggests that the fulfillment of the needs will drive the selfconfidence, prestige, power, and control. Individuals will felt that they are useful and have influences to the surroundings. Moreover, the need of safety is the next attached socio-psychologist factor in government officials individual self. The need of safety occurs in the feeling that everything is done in their working capacity, and the assurance of continuing the work is the manifestation of the needs. Maslow in Munandar (2001:327) indicates that the need of safety is the need of securing the self from treats outside, such as: other people treat, nature treat, or treat of not being able to work caused by the old age or other factors. In addition, next socio-psychologist is connected to the believe that a government official has that socialization of Toga, which can be used as first aid, source of income, source of food, and the source of family nutrition, is necessary. Providing information is mirroring the attitude of government official towards managing the Toga, as Azwar (1995:5) conveys that attitude is the constellation of cognitive, affective, and conative components, which 3

4 interacts with each other in understanding, feeling, and acting on a particular object. Establishing on the above, personal factor in official governments on managing Toga can be concluded as having a security motive, refraining from the risk of not working on the principle job; self-esteem motive, recognizing the acknowledgment of positive respond coming from the public, as the behavior has beneficial and influential effects; self actualization motive, having a vast experience of managing Toga for more than two years, which helped the development of mental and work capacity. Situational Factor Situational factor is factor influencing individual behavior in interaction with public, which include natural environment, layout arrangement, temporal, how to deliver, techno-sphere, and social factor. Natural environment influencing the behavior of official in Toga socialization in a way that a pleasant temperature and a large amount of herbal plants will effected on the comfort of officials in doing their job. As Rakhmat (2004:93) put it that this is in accordance with nature determinism group in which they suggest that natural environment influences the lifestyle and behavior of individual. Government officials working space with herbal plants and an esthetic field model in surrounding, works as the enjoyable layout arrangement for them. This kind of setting creates a more familiar environment when it comes to the socialization of Toga to the public. Rakhmat (2004:93) states that one architectural design can influence the communication pattern between people lives underneath. Temporal factor is affiliated with officials biorhythm in managing Toga. Flexible working time tailored to the agenda and principle job with a shorter time in Toga dissemination, creating a more focus and non-monotonous material for the public. As supported by Rakhmat (2004:93), that people are influenced not only by where they exist but also by when they exist. Time arrangement in managing socialization of Toga to become a non-monotonous material is the manifestation of the officials respect and humbleness towards the public. Mahendra (2008) suggests that respect is the attitude of appreciating each individual who become the target of the message while humble is the development of appreciation towards other people, which is essentially built from the modesty of each individual. The behavior of government official in delivering information of Toga in adapting towards public s status, educational background, and knowledge, is really important. The information material given to the public is being cited from various sources as Rakhmat (2004:93) suggests that this kind of behavior can be explained as in every situation there is a relationship pattern, which controls the behavior of people involved. Technological factor is also playing a significant role in the socialization of Toga performed by government official. LCD projector, laptop, and poster are some of the technology being used by government official, in which central government official using the first two while field official using the last one. The use of technology facilitate an easy tools to produce, explain, and distribute information towards public, which expected to have impact on public in receiving information, enhancing knowledge, and willingness to participate in managing Toga. Rakhmat (2004:93) on this matter conveys that techno-sphere, which includes energy, production, and distribution system; generates a series of appropriate social behavior (socio-sphere). The use of technology prompts the accentuation of government official as the information source. The technological power establishes the ability corresponds to one of the aspect of work motivation, which is expectation, as Kinlaw in Munandar (2001:333) explains: Expectation is the consideration of sources and power. Each individuals perceives self competent and other owned external sources such as money, power, time, and technology; and compare it to constraints confronted in the line of duty such as: wisdom, competition, poor supervision etc. The consideration of those sources of constraints by an individual will enable them to evaluate the possibility of working on a task effortlessly. 4

5 The last situational factor is social, which impacted on the activity of Toga management. Government official tasks included in this factor are knowledge sharing, developing affiliation, and forming a friendship with the public. This social factor is emphasizing on the transfer of information with no connection to norm and structure of public, which means that when process of Toga s information dissemination is in progress the concern would be on whether the information being accepted by audiences, and the establishment of positive social relations regeardless of the social position in the society. Social factor embedded in government official in managing Toga tends to be the fulfillment of the need to affiliate, which according to McClelland in Munandar (2001:333) that people with the high need of affiliation will try to gain friendship, to be liked, and accepted by others. They will prefer a cooperative situation rather than competitive, and a relationship involving a high degree of understanding. The attempt by government officials to develop affiliation exhibits the officials awareness of the equality between themselves and the public. Equality according to DeVito (1997) in Wulansari (2012) is the acknowledgement of both interested parties that both has the same values, worthiness, and needs. Establishing from the above principles, situational factors supporting government officials in managing Toga is physical environment that shape a comfortable workplace, which contribute to more enjoyable work. The familiarity of Toga is devised by designing the workplace surrounded by herbal plants and fields model. Flexible time management on managing Toga and relationship pattern based on status adjustment, education level, and knowledge level; are other situational factors to be considered. Use of technology in developing, explaining, and distributing material for information dissemination is playing a pivotal role in managing Toga. The last, the social factor in knowledge sharing, creating affiliation, and forming a friendship with public; act as an implementation of the need to affiliate. CONCLUSION The conclusion of this research as already explained above will be described as follow: 1. Personal factor of government officials in managing Toga in West Java Province is caused by the duty in performing principle job function. Other personal factors in promoting Toga towards public including educational background of agriculture, which resulted in believing Toga, can be used as first aid, family source of income, and family nutritional source. Next personal factor is about the experience, which develop the enthusiast and positive respond from the public, as the knowledge becomes a guarantee in carrying out the job in hand. Personal factor of government officials in managing Toga is actually a manifestation of security, self-esteem, and selfactualization motives. 2. Situational factor based on the involvement of government officials in managing Toga in West Java Province are natural environment and favorable layout arrangement. An aesthetic, scientific, and comfortable working environment generate a positive emotional state for both officials and public. In addition, flexible and shorter time in managing Toga has an effect on public, which consider the program to be nonmonotonous. In material preparation, officials obtaining information from various sources and considering status, education level, and people believe in Toga before producing a needed material for socialization of Toga. The technological tools used in socialization including laptop, LCD projector, and sample of plants. In the process of managing Toga, officials delighted to have given the public knowledge, forming affiliation, and developing friendship. Situational factor in managing Toga is being done through relaxing style, familiar, and flexible; the relationship pattern is being administered through mechanism of status 5

6 adjustment, level of education, and knowledge level between officials and the public; technology is being used in producing and distributing information; the need to affiliate of the officials is developed from the social factor. BIBLIOGRAPHY 1. As ad, M, (2002). Psikologi Industri, 4 TH Edition. Yogyakarta: Liberty. 2. Azwar, Saefudin, (2003). Realibilitas dan Validitas. Pustaka Pelajar. Yogyakarta. 3. Bahar, Eska J. (2011). Hubungan Iklim Organisasi dan Motivasi terhadap tampilan a. kerja. THESIS. Program Pasca Sarjana Program Magister Profesi Psikologi b. Universitas Padjajaran. Bandung. 4. Burgon, Michael dan Michael Ruffner, (1978). Human Communication. Holt a. Rinehart and Winston, New York. 5. Casagrande, Diane, (1986). Oral Communication. World Publishing Company, A a. Division of Wadsworth, Inc., New Jersey. 6. Devito, Joseph, A. (1997). Human Communication. New York: Harper Collins College Publisher 7. Effendy, Onong Uchjana, (1993). Komunikasi Suatu Studi Komunikologis. a. Remaja karya, Bandung. 8. Mahendra, Aji (March 30, 2008). The 5 Inevitable Laws of Effective Communication, a. retrieved in March 5, From Ajimahendra url: a. Indonesia : Jakarta. 12. Nazir, Moh.(1983). Metode Penelitian. Ghalia Indonesia. Jakarta. 13. Rakhmat, Jalaluddin, (2004). Psikologi Komunikasi. Remaja Karya, Bandung. 14. Sugiyono, (2004). Metode Penelitian Administrasi. Alfabeta. Bandung. 15. Winkel, W.S. (1996). Psikologi Pengajaran. Jakarta: Grasindo. 16. Wulansari, Retno (2012) Efektifitas Komunikasi Interpersonal, downloaded in a. Februari 24, url: efektivitasb. komunikasi-interpersonal.html 17. Yuwono, S., (1985). Ikhtisar Komunikasi Organisasi. Liberty, Jogyakarta b Mapiare, A., (1983). Psikologi Orang Dewasa. Usaha Nasional, Surabaya. 10. Morgan, C.T. (1986). Introduction to Psychology. Seventh edition. Singapore : a. McGraw-Hill. 11. Munandar, Ashar S. (2001). Psikologi Industri dan Organisasi, Penerbit Universitas 6

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