PEMBERDAYAAN MASYARAKAT MELALUI EKONOMI KREATIF DENGAN PENDEKATAN SOCIOPRENEURSHIP DI DESA WISATA JAMU KIRINGAN BANTUL

Abstract

ABSTRAK

Penelitian ini bertujuan untuk mengkaji pemberdayaan masyarakat melalui ekonomi kreatif dengan pendekatan sociopreneuship di Desa Wisata Jamu Kiringan, Kabupaten Bantul. Desa ini memiliki potensi besar di sektor obat tradisional, yang terintegrasi dengan sektor pariwisata. Penlitian ini menawarkan pemahaman baru mengenai integrasi ekonomi kreatif dan sociopreneurship dalam pengembangan desa wisata berbasis kearifan lokal, yang masih jarang dikaji secara komprehensif dalam konteks desa wisata herbal di Indonesia. Penelitian ini menggunakan pendekatan deskriptif kualitatif dengan metode studi kasus. Informan penelitian terdiri atas 8 orang yang dipilih secara purposive, mencakup pengelola desa wisata dan juga pengrajin jamu yang masih aktif. Data dikumpulkan melalui observasi, wawancara mendalam, dan dokumentasi, kemudian dianalisis menggunakan model interaktif Miles & Huberman. Hasil penelitian menunjukkan bahwa pemberdayaan masyarakat di Kiringan telah berkembang secara organik melalui inisiatif lokal dan mekanisme sosial, dengan jumlah pengrajin mencapai 132 orang. Masyarakat telah mengembangkan beberapa inovasi produk, seperti ramuan herbal instan, sirup, dan es krim herbal, sebagai bagian dari upaya inovasi kreatif mereka. Meskipun telah berhasil meningkatkan pendapatan masyarakat, implementasi nilai-nilai ekonomi kreatif dan sociopreneuship masih menghadapi tantangan berupa rendahnya regenerasi generasi muda, keterbatasan kemampuan pemasaran digital, serta infrastruktur pendukung yang belum memadai.

ABSTRAct

This study aims to examine community empowerment through the creative economy using a sociopreneurship approach in the Jamu Kiringan Tourism Village, Bantul Regency. This village has great potential in the traditional medicine sector, which is integrated with the tourism sector. This study offers new insights into the integration of the creative economy and social entrepreneurship in the development of tourism villages based on local wisdom a topic that has rarely been comprehensively studied in the context of herbal tourism villages in Indonesia. The study employs a qualitative descriptive approach using the case study method. The research informants consisted of 8 individuals selected through purposive sampling, including tourism village managers and active herbal medicine artisans. Data were collected through observation, in-depth interviews, and documentation, and were then analyzed using the Miles & Huberman interactive model. The results indicate that community empowerment in Kiringan has developed organically through local initiatives and social mechanisms, with the number of artisans reaching 132. The community has developed several product innovations, such as instant herbal concoctions, syrups, and herbal ice cream, as part of their creative innovation efforts. Although these innovations have successfully increased community income, the implementation of creative economy and social entrepreneurship principles still faces challenges in the form of low participation among the younger generation, limited digital marketing capabilities, and inadequate supporting infrastructure.