Dindin Abidin, Arisman, Aridhotul Haqiyah
Background: The development of social media has significantly changed the landscape of the sports industry. While modern sports are growing in popularity, traditional sports face challenges in maintaining their relevance. Objective: This study aims to analyze the impact of social media on the sustainability of the traditional sports industry in Bekasi City, as well as identify strategies that can be used to utilize social media in promoting and preserving traditional sports. Method: The research uses a sequential explanatory mixed-method design, combining quantitative and qualitative approaches. The data was collected through an online survey of 500 respondents, in-depth interviews with 10 key stakeholders. The survey instrument measured variables such as frequency of social media use, types of sports content accessed, perceived cultural value of traditional sports, and self-reported participation in traditional sports, using a 5-point Likert scale. Result: Results show that 73% of respondents prefer modern sports, with only 23% frequently exposed to traditional sports content on social media. Content analysis revealed that traditional sports posts have a 25% lower engagement rate than modern sports. The interview identified challenges in the adoption of digital strategies and the dilemma between authenticity and popularity. Conclusion: Social media has a significant impact on sports preferences, with traditional sports facing visibility and relevance challenges. A holistic approach involving increasing digital literacy, supporting policies, and innovative content strategies is needed to ensure the sustainability of traditional sports in the digital age. Copyright (c) the author(s). This is an open access article under CC BY license (https://creativecommons.org/licenses/by/4.0/)http://dx.doi.org/10.7575/aiac.ijkss.v.13n.4p.40
Faculty of Teacher Training and Education, Physical Education Health and Recreation, Universitas Islam 45, Bekasi, Indonesia; Faculty of Sports and Health Sciences, Sports Branch Coaching, Universitas Negeri Jakarta, Indonesia
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