The Role of Effective Strategy and Communication for Generation Z in Rural Communities

Nurul Ismayanti; M. Chaerul Rizky; Khairunisa Saragih; Fanna Oha Damanik

doi:10.55047/jekombital.v4i1.954

Nurul Ismayanti* Faculty of Social Sciences, Universitas Pembangunan Panca Budi Medan, Indonesia
M. Chaerul Rizky Faculty of Social Sciences, Universitas Pembangunan Panca Budi Medan, Indonesia
Khairunisa Saragih Faculty of Social Sciences, Universitas Pembangunan Panca Budi Medan, Indonesia
Fanna Oha Damanik Faculty of Social Sciences, Universitas Pembangunan Panca Budi Medan, Indonesia

DOI: https://doi.org/10.55047/jekombital.v4i1.954

Keywords: Rural Youth Engagement, Intergenerational Communication, Community Development Strategies, Generation Z Participation, Village Governance

Abstract

One important initial step in developing youth-oriented village development strategies is understanding Generation Z characteristics, including how they communicate, their interests, and aspirations. The purpose of this research is to find the most effective methods and communication approaches to support Generation Z in Karang Rejo Village. This research focuses on Karang Rejo Village in Stabat sub-district, which has 11,621 residents, consisting of 5,827 men and 5,794 women, making it the village with the second largest population in the Stabat. The selection of Karang Rejo as a research location was based on the fact that the village has a very representative demographic, with a balanced population composition between men and women. Using a combination of qualitative methods through in-depth interviews and direct observation, as well as quantitative approaches through surveys, this research aims to identify effective empowerment models. The results obtained are expected to serve as a strategic reference in designing development initiatives that are inclusive, innovative, and sustainable, so that the active involvement of all levels of society is encouraged.

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