STRATEGI KOMUNIKASI BERBASIS KEKAYAAN MEDIA PADA PROGRAM SMART FISHERIES VILLAGE DI BANYUWANGI

Abstract

Pembangunan perikanan berbasis pemberdayaan masyarakat membutuhkan strategi komunikasi yang efektif untuk mendukung keberlanjutan partisipasi masyarakat. Program Smart Fisheries Village (SFV) merupakan program prioritas Kementerian Kelautan dan Perikanan yang mengintegrasikan teknologi, konservasi, dan pemberdayaan masyarakat pesisir. Penelitian ini bertujuan menganalisis pengaruh kekayaan media terhadap kehadiran sosial, pemberdayaan psikologis, dan niat keberlanjutan masyarakat, serta membandingkan efektivitas komunikasi antara tatap muka dan zoom meeting dalam program SFV. Penelitian dilaksanakan di Desa Bangsring, Kabupaten Banyuwangi menggunakan pendekatan mixed methods dengan desain sequential explanatory. Data dikumpulkan melalui survei terhadap 154 responden, wawancara mendalam, dan observasi lapangan. Analisis data menggunakan Structural Equation Modeling berbasis Partial Least Squares (SEM-PLS) dan Wilcoxon Signed Rank Test. Hasil penelitian menunjukkan bahwa kekayaan ekspresi dan kualitas informasi berpengaruh signifikan terhadap kehadiran sosial dan pemberdayaan psikologis masyarakat Kehadiran sosial terbukti menjadi faktor kunci yang mendorong niat keberlanjutan masyarakat, sementara kualitas informasi tidak berpengaruh secara langsung terhadap niat keberlanjutan. Uji beda menunjukkan bahwa komunikasi tatap muka lebih efektif dibandingkan Zoom Meeting pada hampir seluruh dimensi komunikasi. Temuan ini mengindikasikan bahwa keberhasilan program pembangunan perikanan berbasis masyarakat tidak hanya ditentukan oleh kualitas informasi, tetapi juga oleh kemampuan media komunikasi dalam membangun kehadiran sosial. Oleh karena itu, kebijakan penyuluhan dan pemberdayaan masyarakat perlu memprioritaskan pendekatan komunikasi hybrid dengan memperkuat interaksi tatap muka sebagai instrumen utama untuk meningkatkan partisipasi dan keberlanjutan program.

Community-based fisheries development requires effective communication strategies to sustain community participation. The Smart Fisheries Village (SFV) program is a priority initiative of the Ministry of Marine Affairs and Fisheries that integrates technology, conservation, and coastal community empowerment. This study aimed to analyze the influence of media richness on social presence, psychological empowerment, and community continuance intention, as well as to compare the effectiveness of face-to-face communication and Zoom Meetings within the SFV program. The research was conducted in Bangsring Village, Banyuwangi Regency, using a mixed-methods approach with a sequential explanatory design. Data were collected through a survey of 154 respondents, in-depth interviews, and field observations. Data analysis employed Partial Least Squares Structural Equation Modeling (PLS-SEM) and the Wilcoxon Signed Rank Test. The results revealed that expression richness and information quality significantly influenced social presence and psychological empowerment (β = 0.467–0.522; p < 0.01). Social presence was found to be a key determinant of community continuance intention (β = 0.643; p < 0.001), whereas information quality did not directly affect continuance intention. Comparative analysis indicated that face-to-face communication was more effective than Zoom Meetings across almost all communication dimensions. These findings suggest that the success of community-based fisheries development programs is determined not only by the quality of information provided but also by the ability of communication media to foster social presence. Therefore, extension and community empowerment policies should prioritize a hybrid communication approach by strengthening face-to-face interaction as the primary instrument for enhancing community participation and program sustainability