Peran Media Sosial terhadap Perubahan Sosial Ekonomi Masyarakat Pedesaan

Abstract

Media sosial kini menjadi sarana penting dalam promosi dan penyebaran informasi di sektor pariwisata pedesaan. Penelitian ini bertujuan untuk menganalisis peran media sosial terhadap perubahan sosial ekonomi masyarakat di Desa Wisata Bantar Karet. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei yang melibatkan 30 responden, serta dianalisis menggunakan uji korelasi Rank Spearman. Hasil penelitian menunjukkan bahwa korelasi penggunaan media sosial meskipun positif terhadap perubahan sosial ekonomi namun tidak signifikan. Media sosial digunakan generasi muda untuk kegiatan wisata desa namun belum mendorong perubahan keseluruhan transformasi digital. Perubahan sosial yang terlihat meliputi pola komunikasi yang lebih terbuka, peningkatan partisipasi masyarakat dalam kegiatan desa, dan adaptasi terhadap teknologi digital. Media sosial berperan positif dalam mempercepat perkembangan sosial ekonomi di desa wisata namun tidak memberikan dampak keseluruhan ke masyarakat desa, dengan demikian diperlukan pengelolaan agar pemanfaatan media sosial dapat lebih produktif dan berkelanjutan.

Social media has become an essential tool for promoting and disseminating information in the rural tourism sector. This study aims to analyze the role of social media in influencing socio-economic changes within the community of Bantar Karet Tourism Village. The research employed a quantitative approach using a survey method involving 30 respondents, and the data were analyzed using Spearman’s Rank correlation test. The results show that although the correlation between social media use and socio-economic change is positive, it is not statistically significant. Social media is mainly utilized by the younger generation to support village tourism activities but has yet to drive a comprehensive digital transformation. Observed social changes include more open communication patterns, increased community participation in village activities, and adaptation to digital technology. While social media plays a positive role in accelerating socio-economic development in the tourism village, its overall impact on the community remains limited. Therefore, proper management is required to ensure that social media usage becomes more productive and sustainable.