PEMBERDAYAAN EKONOMI KREATIF DAN KEWIRAUSAHAAN MELALUI MODAL SOSIAL DAN PERILAKU KONSUMEN DI KABUPATEN ENREKANG

Abstract

ABSTRAK
Ekonomi kreatif di Kabupaten Enrekang memiliki potensi besar namun belum berkembang optimal akibat lemahnya pemanfaatan modal sosial dan pemahaman perilaku konsumen. Kedua faktor ini penting karena dapat memperkuat kolaborasi, akses modal, dan loyalitas konsumen yang mendorong pemberdayaan ekonomi kreatif secara berkelanjutan. Penelitian ini bertujuan menganalisis kebijakan dan strategi pemerintah daerah dalam mendukung pertumbuhan ekonomi kreatif dan kewirausahaan berkelanjutan di Kabupaten Enrekang, dengan fokus pada peran modal sosial dan perilaku konsumen. Menggunakan metode campuran (mixed methods), data dikumpulkan melalui survei, wawancara, dan analisis statistik menggunakan SPSS.Hasil penelitian menunjukkan bahwa modal social berupa kepercayaan, jaringan, norma, dan hubungan timbal balik memperkuat kolaborasi antar pelaku usaha dan mempermudah akses terhadap modal, informasi, serta pelatihan. Perilaku konsumen, yang dipengaruhi faktor keluarga, ekonomi, dan pemanfaatan teknologi digital, turut mendorong minat berwirausaha, memperluas pasar, dan meningkatkan loyalitas konsumen, dengan promosi sebagai faktor dominan. Secara statistik, modal sosial dan perilaku konsumen berpengaruh signifikan sebesar 54% terhadap pemberdayaan ekonomi kreatif, sementara sisanya dipengaruhi kebijakan, akses modal, dan inovasi digital. Pemerintah daerah berperan melalui pelatihan, pendampingan, penguatan jejaring komunitas, serta pengembangan potensi lokal berbasis kearifan lokal (kopi arabika, beras lokal, dan olahan dangke) guna menciptakan ekosistem ekonomi kreatif yang kompetitif dan berkelanjutan.

ABSTRACT

The creative economy in Enrekang Regency holds great potential but has not yet developed optimally due to the limited utilization of social capital and understanding of consumer behavior. These two factors are crucial as they strengthen collaboration, improve access to capital, and enhance consumer loyalty, thereby promoting sustainable creative economy empowerment. This study aims to analyze the policies and strategies implemented by the local government in supporting the growth of the creative economy and sustainable entrepreneurship in Enrekang Regency, focusing on the role of social capital and consumer behavior. Using a mixed methods approach, data were collected through surveys, in-depth interviews, and statistical analysis with SPSS. The findings show that social capital in the form of trust, networks, norms, and reciprocal relationships strengthens collaboration among creative entrepreneurs, facilitating access to capital, information, and training. Consumer behavior, influenced by family and economic motivation as well as the increasing use of digital technology and e-commerce, contributes to greater entrepreneurial interest, market expansion, and consumer loyalty, with promotion being a more dominant factor than price. Statistical analysis indicates that social capital and consumer behavior have a significant influence (54%) on the empowerment of the creative economy, while the remaining variance is explained by factors such as policy, access to finance, and digital innovation. The local government focuses on training, mentoring, community network strengthening, and the development of local wisdom-based potentials such as Arabica coffee, local rice, and dangke products to build a competitive and sustainable creative economy ecosystem