PEMBERDAYAAN EKONOMI PEREMPUAN HINDU MELALUI MANAJEMEN KOMUNIKASIKOMUNITAS SARATI YAJNA PATNI

Abstrak

This study aims to examine how the communication management applied by the Sarati Yajna Patni community in Mataram City can promote the economic empowerment of Hindu women. The theoretical approach used is the POAC (Planning, Organising, Actuating, Controlling) management strategy. The method used is descriptive qualitative with observation, interview, and documentation techniques. The results of the study indicate that the POAC communication management strategy is implemented in a structured and contextual manner within this community. Planning is carried out in a participatory manner, taking into account local needs and potential based on Hindu religious culture. Organisation is achieved through inclusive division of labour based on women's skills, while the implementation phase emphasises integrated spiritual and technical education. Activity evaluation is conducted through a reflective and spiritual approach that strengthens collective responsibility. Communication is not only interpersonal within the group but also symbolic and spiritual, internalising the values of dharma, karma yoga, and sevanam into economic practices. Empowerment achieved includes enhanced personal capacity, financial independence, and active participation of women in the socio-religious sphere. Each stage of POAC is interconnected and reinforces one another, making communication management the primary driver of social and economic transformation. The Sarati Yajna Patni community serves as a real-world model demonstrating that POAC-based communication management, when combined with local cultural and spiritual values, can create a sustainable, meaningful, and transformative women's economic empowerment movement.