Sumbangsih Pendidikan Non Formal Melalui e-Branding Pariwisata Untuk Keberdayaan Masyarakat Banyuwangi

Abstract

The purpose of this study is to measure how much contribution of non-formal education through tourism intervening and branding variables that make the people of Banyuwangi more empowered. The method used is correlation causal effect research, analyzing and finding a causal relationship model between variables related to the position and direction of the relationship between variables with Partial Least Square Structural Equition Modeling (PLS SEM) analysis.  The research population consisted of 297 tourism awareness group managers (pokdarwis) in Banyuwangi Regency. The sample was taken using the Slovin formula with a margin of error of 5%, resulting in 171 randomly selected respondents. The results of the study show that the role of brands and branding in the new economy characterized by digitalization and globalization is currently increasingly prevalent in various regions. The results of the hypothesis test showed a path coefficient value of 2.11; T-Values are 3.016 ≥ 1.96 and P-Values are 0.001 ≤ 0.05. This means that e-branding mediates the contribution of non-formal education to community empowerment. This means that the high contribution of non-formal education will be followed by the high e-branding, which will then be followed by the high empowerment of the community. The meaning of the results of the research is that the contribution of non-formal education with the existence of tourism e-branding in Banyuwangi is able to contribute to the empowerment of its community.

Tujuan penelitian ini untuk mengukur seberapa besar kontribusi pendidikan non formal melalui variabel intervening e branding pariwisata yang menjadikan masyarakat Banyuwangi lebih berdaya. Metode yang digunakan yaitu penelitian corelational causal effect, menganalisis dan menemukan model hubungan sebab akibat antar variabel terkait posisi dan arah hubungan antar variabel dengan analisis Partial Least Square Structural Equition Modeling (PLS SEM).  Populasi penelitian terdiri dari 297 pengelola kelompok sadar wisata (pokdarwis) di Kabupaten Banyuwangi. Sampel diambil menggunakan rumus Slovin dengan margin of error 5%, menghasilkan 171 responden yang dipilih secara acak. Hasil penelitian menunjukkan bahwa e-branding memediasi kontribusi pendidikan non formal terhadap keberdayaan masyarakat. Hal ini berarti tingginya sumbangsih pendidikan non formal  akan diikuti dengan tingginya e-branding, dan kemudian akan diikuti dengan tingginya keberdayaan masyarakat. Arti hasil penelitian tersebut adalah sumbangsih pendidikan non formal dengan adanya e branding pariwisata di Banyuwangi mampu memberikan kontribusi pada keberdayaan masyarakatnya.