A radio communication apparatus which performs a direct communication with a counter radio communication apparatus is provided. The radio communication apparatus includes a radio section configured to receive from the counter radio communication apparatus, a first radio signal which contains a first transmission power setting value as a setting value of power at transmission from the counter radio communication apparatus, and to measure a first reception power value as a power value at reception of the first radio signal; and a transmission power control section configured to determine a second transmission power setting value as a setting value of power at transmission of a second radio signal to the counter radio communication apparatus based on the first transmission power setting value and the first reception power value. The radio section transmits the second radio signal, which contains the second transmission power setting value, to the counter radio communication apparatus at transmission power indicated with the second transmission power setting value.