Strategi Komunikasi Berbasis Kekayaan Media pada Program Smart Fisheries Village di Banyuwangi

Abstract

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.