BUMDes Communication Model In Promoting Creative Economy Ecosystem In Bakalan Village, Pasuruan
A Participatory Communication Approach to Strengthen the Creative Economy Ecosystem: A Case Study of Bakalan Village, Pasuruan
Kata Kunci:
BUMDes, Participatory communication, Innovation diffusion, Creative economy, Bakalan villageAbstrak
This study aims to analyze the communication model of the Village-Owned Enterprise (BUMDes) in fostering the creative economy ecosystem in Bakalan Village, Pasuruan. The creative economy is recognized as a strategic sector to enhance community welfare through innovation and local potential development. This research employs a qualitative descriptive approach with data collected through interviews, observation, and documentation involving BUMDes managers, village officials, and creative economy actors. The analysis is framed using Participatory Communication Theory, which emphasizes inclusive involvement of the community in decision-making, and Innovation Diffusion Theory, which explains how creative ideas are adopted within the village community. The findings reveal that BUMDes acts as a facilitator and communicator by integrating local resources with market opportunities through participatory dialogue, collaborative partnerships, and the diffusion of innovation in creative-based businesses. Initiatives such as agricultural product processing, culinary branding, and handicraft promotion demonstrate the potential for sustainable creative economy growth, although challenges remain in digital marketing and long-term strategy. Theoretically, this study contributes to the application of participatory communication and innovation diffusion within rural development, while practically it offers recommendations for strengthening BUMDes communication strategies to build a sustainable creative economy ecosystem
Keywords: BUMDes, participatory communication, innovation diffusion, creative economy, Bakalan Village
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