Social Media Utilization As A Source Of Agricultural Information Among Members Of The Permata Hijau Millennial Farmer Group In Kupang Regency

Gadnida Abretaim Tanaem; Paulus  Un; Yakobus C.W. Siubelan

doi:10.63922/ijebir.v5i06.7080

Gadnida Abretaim Tanaem Agribusiness Study Program, Faculty of Agriculture, Nusa Cendana University, Kupang, Indonesia
Paulus Un Lecturers, Agribusiness Study Program, Faculty of Agriculture, Nusa Cendana University, Kupang, Indonesia
Yakobus C.W. Siubelan Lecturers, Agribusiness Study Program, Faculty of Agriculture, Nusa Cendana University, Kupang, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i06.7080

Keywords: social media, agricultural information, millenial farmers, farming activities, kupang regency

Abstract

Social media has become an additional channel through which farmers access, exchange, and discuss agricultural information. This study describes the pattern of social media utilization as a source of agricultural information and the application of information obtained through social media in farming activities among members of the Permata Hijau Millennial Farmer Group in Kupang Regency. The study used a descriptive quantitative approach supported by interviews, observation, and documentation. All 13 group members were included using a census or saturated sampling technique. Questionnaire data were measured using a Likert scale and analyzed through percentages and mean scores. Social media use frequency had a mean of 4.54 (very high), while duration had a mean of 3.31 (moderate). Agricultural information seeking recorded a mean of 3.92 (high), and interaction through social media recorded a mean of 3.78 (high). Platforms used included WhatsApp, YouTube, Facebook, TikTok, and Shopee; WhatsApp was reported by 6 respondents (46.15%). Application of agricultural information in farming activities had a mean of 3.63 (high). Examples included cultivation, irrigation management, fertilizer and pest-management considerations, marketing, and farm decision-making. One field finding was the group’s independent installation of a drip-irrigation system after consulting a YouTube tutorial. The study is descriptive and does not establish a statistical causal effect of social media on productivity or income.

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