Strategi Komunikasi Persuasif dalam Kampanye Keamanan Siber (Cyber Security) di Kelurahan Kertosari Kabupaten Ponorogo

Abstract

This study aims to analyze the implementation of persuasive communication strategies in grassroots cybersecurity campaigns through a case study conducted in RT 002/RW 001, Kertosari Village, Ponorogo Regency. The increasing penetration of digital technology at the village level has exposed communities to various cyber threats, including social engineering, phishing, and malware, which pose risks to personal and financial data security. The primary challenges identified are low digital literacy and community resistance to technical information perceived as complex. This research employed a descriptive qualitative approach, with data collected through in-depth interviews, participant observation within residents’ WhatsApp groups, and content analysis of local social media campaigns. Data were analyzed using the Elaboration Likelihood Model and source credibility theory as analytical frameworks. The findings reveal that effective persuasive communication strategies depend on the involvement of opinion leaders, such as neighborhood heads, as credible communicators; the adaptation of messages using local language and simple analogies; and the application of emotional appeals emphasizing potential financial loss. The study concludes that interpersonal trust and message relevance play a more significant role than technical complexity in influencing cybersecurity awareness. Accordingly, the development of a locally grounded digital literacy model is recommended to mitigate cybercrime risks at the community level.