Live Streamer Tiktok Sebagai Alternatif Nafkah Petani: Studi Joget Sadbor di Desa Bojongkembar

Tiktok Live Streaming As An Alternative Livelihood For Farmers: A Study of The "Sadbor" Dance in Bojongkembar Village

Abstract

Farmers in Indonesia face economic pressure due to low incomes in the agricultural sector, prompting them to seek alternative livelihoods. In the digital era, the "Joget Sadbor" phenomenon has emerged as one such alternative; farmers in Bojongkembar Village have taken on dual roles as TikTok live streamers to generate additional income. This research aims to identify public perceptions, analyze the socio-economic factors influencing changes in work values, and formulate policy recommendations. A mixed-methods approach with a sequential exploratory design was employed, utilizing thematic analysis, binary regression, and stakeholder analysis. The findings indicate that Joget Sadbor is viewed as a solution addressing both social and economic needs. Gender was the most significant variable influencing the work value of farming—with men being 7.4 times more likely to engage in this activity—whereas land ownership was the most significant factor influencing the work value of TikTok live streaming. It is recommended to optimize the economic potential of live streaming without compromising the sustainability of the agricultural sector. There is a need for training in agrotourism-based content creation and live marketing of local products, as well as the implementation of village-level agricultural digital marketing programs that actively promote local potential.

Petani di Indonesia menghadapi tekanan ekonomi akibat rendahnya pendapatan di sektor pertanian. Kondisi ini mendorong para petani untuk mencari alternatif profesi. Pada era digital, fenomena Joget Sadbor menjadi alternatif, seperti petani di Desa Bojongkembar berprofesi ganda sebagai live streamer TikTok untuk memperoleh penghasilan tambahan. Riset ini bertujuan mengidentifikasi persepsi masyarakat, menganalisis faktor sosial ekonomi yang memengaruhi perubahan nilai kerja, dan merumuskan rekomendasi kebijakan. Riset menggunakan pendekatan mixed methods dengan sequential exploratory design menggunakan analisa tematik regresi biner, dan stakeholder analisa pemangku kepentingan. Hasil riset menunjukkan Joget Sadbor dipandang sebagai solusi dalam aspek sosial dan ekonomi. Variabel yang paling signifikan pengaruhnya terhadap nilai kerja profesi petani adalah Jenis kelamin yaitu pria berpeluang 7,4 kali lebih besar, sedangkan kepemilikan lahan paling signifikan dalam memengaruhi nilai kerja live streamer TikTok. Direkomendasikan untuk mengoptimalkan potensi ekonomi live streaming tanpa mengorbankan keberlanjutan sektor pertanian.   Dibutuhkan pelatihan konten berbasis Agromatirim dan live marketing produk lokal, dan program pemasaran digital pertanian desa yang berperan aktif dalam mempromosikan potensi lokal.