PERAN KOMUNIKASI EFEKTIF DALAM MENINGKATKAN KEBERHASILAN NEGOSIASI BISNIS PADA ERA DIGITAL

Abstract

This study aims to analyze the role of effective communication in enhancing the success of business negotiations in the digital era. The study employed a qualitative approach using a library research method. Data were obtained from national and international journal articles, scholarly books, proceedings, and academic documents relevant to effective communication, business negotiation, digital communication, trust, and cross-cultural communication. The data were analyzed using content analysis through identification, selection, thematic categorization, comparison of findings, interpretation, and conclusion drawing. The findings indicate that effective communication contributes to successful business negotiations through six dimensions: clarity of information exchange, the ability to listen and build mutual understanding, trust building, communication adaptation to digital media, cross-cultural communication, and the achievement of agreements and sustainable business relationships. These dimensions form three major aspects: informational, relational, and digital-adaptive. Digital transformation provides greater convenience, speed, and flexibility in negotiation processes, but it also requires negotiators to select appropriate communication media, minimize misinterpretation, maintain trust, and adapt communication patterns. The study concludes that successful business negotiations in the digital era require the integration of information clarity, relationship quality, cultural sensitivity, and the ability to adapt to communication technologies