Sinergi Difusi Inovasi dan Partisipasi dalam Ekosistem Komunikasi Digital UMKM Pengrajin Setu Tangerang Selatan

Penulis

  • Gadis Octory Program Studi Doktor Ilmu Komunikasi, Universitas Sahid Jakarta, Jalan Prof. Dr. Supomo, SH No. 84, Tebet, Jakarta Selatan 12870, Indonesia
  • Udi Rusadi Program Studi Doktor Ilmu Komunikasi, Universitas Sahid Jakarta, Jalan Prof. Dr. Supomo, SH No. 84, Tebet, Jakarta Selatan 12870, Indonesia
  • Jamalullail Program Studi Ilmu Komunikasi, Universitas Dian Nusantara, Jl. Tanjung Duren Barat II No. 1, Grogol Petamburan, Jakarta Barat, dengan kode pos 11470, Indonesia

DOI:

https://doi.org/10.21009/COMM.035.04

Kata Kunci:

Community Participation, Diffusion of Innovation, Digital Communication

Abstrak

The digital transformation of creative MSMEs requires a communication approach that integrates innovation diffusion with community participation. However, previous studies often treat these domains separately, leaving limited understanding of how digital empowerment unfolds within local community contexts. This study aims to analyze the synergy between innovation diffusion and community participation within the digital communication ecosystem of creative MSMEs in Setu District, South Tangerang City. This research employs a qualitative case study design involving five key informants, consisting of three craft artisans, the Head of Setu District, and a representative of Dekranasda South Tangerang. Data were collected through semi-structured interviews, observations of mentoring activities, program documentation, and a supplementary Google Form survey. The findings indicate that digital adoption occurs through iterative cycles of exposure, experimentation, peer learning, and community validation, shaped by trust and collaborative social relations among artisans. Participation is strongest during the implementation and evaluation stages through hybrid communication combining face-to-face interaction and WhatsApp-based micro-learning.Using the SKIP Analytical Framework (Synergy of Innovation and Participation), this study demonstrates how innovation and participation mutually reinforce digital empowerment within the local creative ecosystem, resulting in a more convergent, adaptive, and sustainable model of community-based development communication.

 

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Volume 13 Nomor 2 2025

Unduhan

Diterbitkan

2025-12-27 — Diperbaharui pada 2025-12-28

Versi

Cara Mengutip

Gadis Octory, Udi Rusadi, & Jamalullail. (2025). Sinergi Difusi Inovasi dan Partisipasi dalam Ekosistem Komunikasi Digital UMKM Pengrajin Setu Tangerang Selatan. Communicology: Jurnal Ilmu Komunikasi, 13(2), 239–252. https://doi.org/10.21009/COMM.035.04 (Original work published 27 Desember 2025)

Terbitan

Vol 13 No 2 (2025): Communicology: Jurnal Ilmu Komunikasi, Volume 13 No. 2 Desember 2025

Bagian

Articles

Lisensi

Hak Cipta (c) 2025 Gadis Octory, Udi Rusadi

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