IPB University Students Research the “Joget Sadbor” Phenomenon among Farming Communities in Bojongkembar Village
A group of IPB University students researched the unique phenomenon of “Joget Sadbor” among farmers in Sukabumi, West Java, which has become a trend on the social media platform TikTok.
They turned this phenomenon into a research topic presented in the Student Creativity Program (PKM) titled “Joget Sadbor: Exploration of the Alternative Phenomenon of Farmers Profession as TikTok Live Streamers in the Socio-Economic Context of Bojongkembar Village Community.”
Leader of the student team, Muhammad Daffa Haikal, explained that the research aims to examine the Joget Sadbor phenomenon through a socio-economic approach and the theory of labor value.
“The majority of rural communities face economic dynamics due to low income, including in Bojongkembar Village. Amid these limitations, the trend of ‘Joget Sadbor’,” pioneered by a resident named Gunawan in 2020, emerged,” said Daffa.
Initially just entertainment on TikTok, Joget Sadbor developed into an alternative source of income. Currently, around 300 residents, including farmers, are actively becoming live streamers.
“We want to know whether Joget Sadbor is merely an entertainment trend or truly a sustainable alternative profession without abandoning their identity as farmers,” explained Daffa.
The results of their research show that, from an economic perspective, the live streamer profession provides higher income compared to farming. The average income as a streamer reaches Rp2,5–3 million per month, while farmers earn only around Rp1,5 million.
From a social perspective, this phenomenon actually strengthens togetherness and interaction among residents, creating a new space for communities to support one another. Although faced with image and social value challenges, Joget Sadbor has proven to be an adaptive strategy for rural communities in dealing with changes and opportunities in the digital economy era.
Daffa stated, “They still work as farmers. This live streaming activity serves as a side or alternative job to earn income.”
The Joget Sadbor trend, said Daffa, reflects the adaptability of rural communities in the digital economy era. Behind the TikTok screen lies the effort of rural communities to overcome economic pressures in creative ways.
“This phenomenon shows that innovation can grow from limitations. However, digital literacy and mentoring remain important so that communities can use social media wisely and productively,” he emphasized.
The student team also recommended strategic steps for local governments, including forming a community streamer management unit, holding training to integrate agricultural content into digital media, and conducting rebranding so that Joget Sadbor performers can become “village digital ambassadors” who strengthen the local economy while building a positive regional image.
“We hope that phenomena like this can serve as inspiration that rural communities are capable of utilizing digitalization to improve welfare without losing their identity as farmers,” concluded Daffa.
Supervised by Ir Nindyantoro, MSP (lecturer at the Faculty of Economics and Management), the team consists of Muhammad Daffa Haikal (leader), Faidzul Anwar Widodo, Fauzan Akbar, Nasywa Lira from the Study Program of Resource and Environmental Economics, and Cameliya Ulya from the Study Program of Statistics and Data Science. (dh)(IAAS/RSL)
