KOMUNIKASI DIGITAL UNTUK MOTIVASI GENERASI Z MENINGKATKAN KETERLIBATAN DALAM BIDANG PERTANIAN INDONESIA
Keywords:
agriculture, digital communication, generation z, strategy, generasi z, komunikasi digital, pertanian, strategiAbstract
The agricultural sector, which is crucial for a country's food security, faces diverse challenges, notably the limited participation of Generation Z in the sector. This research aims to analyze digital communication strategies to increase Generation Z's enthusiasm for agriculture. Through a qualitative analysis of the literature, the research reveals that digital communication plays a vital role in promoting Generation Z's involvement in Indonesian agriculture. Platforms such as social media, mobile apps, podcasts, and digital knowledge-sharing platforms enable Generation Z to access information, find inspiration, interact with communities, and participate in agricultural activities online. Motivators for Generation Z in agriculture include digital education, formal training, family influence, environmental awareness, community engagement, and their inclination toward technology. Effective digital communication strategies involve campaigns, contests, and collaborations with digital influencers that creatively engage Generation Z's interest and participation in agriculture. This dynamic use of digital communication positively contributes to sustainable agriculture development by promoting awareness, knowledge, and active participation in agricultural efforts throughout Indonesia. Recognizing Generation Z's limited interest in agriculture, there is a pressing need for innovative digital communication strategies through social media, apps, and influencers to promote sustainable agricultural practices in Indonesia.
References
Abdullah N, Zolkafli A, Mansor NS, Chik NA. 2020. Farmer’s knowledge in land suitability evaluation and farmers’ awareness in organic farming for sustainable agriculture: A case study in perlis. IOP Conference Series: Earth and Environmental Science [Internet]. [cited 2023 Aug 18]; 616(1). Available from: https://doi.org/10.1088/1755-1315/616/1/012041
Abdurrahman A G. Putri CND, Irwansyah I. 2021. Implementasi teori penetrasi sosial pada pengguna aplikasi tinder. Jurnal Lensa Mutiara Komunikasi [Internet]. [diunduh 2023 Ags 2]; 5(2), 24–38. Tersedia dari: http://e-journal.sari-mutiara.ac.id/index.php/JLMI/article/view/1661
Anwarudin O. (2021). Regenerasi petani melalui transformasi agropreneur muda. IPB University. [Internet]. [diunduh 2023 Ags 2]. Tersedia dari: https://repository.ipb.ac.id/
Anwarudin O, Sumardjo S, Satria A, Fatchiya A. 2020. Proses dan pendekatan regenerasi petani melalui multistrategi di Indonesia. Jurnal Penelitian dan Pengembangan Pertanian [Internet]. [diunduh 2023 Ags 04]; 39(2), 73–85. Tersedia dari: https://doi.org/10.21082/jp3.v39n2.2020.p73-85
Arvianti EY, Masyhuri M, Waluyati LR, Darwanto DH. 2019. Gambaran krisis petani muda Indonesia. Agriekonomika [Internet]. [diunduh 2023 Ags 08]; 8(2), 168–180. Tersedia dari: https://doi.org/10.21107/agriekonomika.v8i2.5429
Ashari, Saliem HP, Maulana M, Ariningsih E, Septanti KS. 2020. The Determinants of sustainable agricultural technology adoption. Forum Penelitian Agro Ekonomi [Internet]. [diunduh 2023 Ags 12]; 38(1), 1-11. Tersedia dari: https://doi.org/10.21082/fae.v38n1.2020
Ayaz M, Ammad-Uddin M, Sharif Z, Mansour A, Aggoune EHM. 2019. Internet-of-Things (IoT)-based smart agriculture: Toward making the fields talk. IEEE Access [Internet]. [cited 2023 Aug 18]; 7, 129551–129583. Available from: 10.1109/ACCESS.2019.2932609
[BPS] Badan Pusat Statistik [Internet]. 2020. Jumlah penduduk menurut wilayah, klasifikasi generasi dan jenis kelamin. Jakarta (ID): BPS; [diunduh 2023 Ags 12]. Tersedia dari: https://sensus.bps.go.id/topik/tabular/sp2020/2/0/0
Bhaskara S, Bawa KS. 2021. Societal digital platforms for sustainability: Agriculture. Sustainability [Internet]. [cited 2023 Aug 18]; 13(9), 1-8. Available from: https://doi.org/10.3390/su13095048
Blackwell SA. 2020. How generation z college students in the ferguson college of agriculture perceive technology in their lives: AQ methodology study [Internet]. Oklahoma (US): Oklahoma State University; [cited 2023 Aug 18]. Available from: https://shareok.org/handle/11244/328636
Burhan AB. 2018. Pemanfaatan teknologi informasi dan komunikasi untuk pengembangan ekonomi pertanian dan pengentasan kemiskinan. Jurnal Komunikasi Pembangunan [Internet]. [diunduh 2023 Ags 12]; 16(2), 233–247. Tersedia dari: https://doi.org/10.46937/16201826338
Djunedi P. 2016. Analisis asuransi pertanian di Indonesia: konsep, tantangan dan prospek. Jurnal Borneo Administrator [Internet]. [diunduh 2023 Ags 12]; 12(1), 9–27. Tersedia dari: http://doi.org/10.24258/jba.v12i1.209
Fatanti MN, Maulidiyah S, Perguna LA, Fatah Z. 2022. Answering agrarian issues through analysis of employment opportunities and labor shifting. Jurnal Socius: Journal of Sociology Research and Education [Internet]. [cited 2023 Aug 18]; 9(2), 98–108. Available from: https://doi.org/10.24036/scs.v9i2.451
Faturohman T, Megananda TB, Wiryono SK, Rahadi RA, Afgani KF, Yulianti, Indrayana GG, Kristianto PB, Franata R. 2023. Perspective of the young generation towards the agricultural sector in Indonesia. Review of Integrative Business and Economics Research [Internet]. [cited 2023 Aug 18]; 12(1), 166–174. Available from: https://www.proquest.com/docview/2777084640?sourcetype=Scholarly%20Journals
Gandasari D, Dwidienawati D, Tjahjana D, Sugiarto M. 2021. Group activities and communication patterns on empowerment of the Santri Tani Millennial Group (KSTM) in Indonesia: a case in Sukabumi and Purwakarta West Java. Academy of Entrepreneurship Journal [Internet]. [cited 2023 Augt 18]; 27(Special Issue 2), 01–11. Available from: https://www.abacademies.org/articles/group-activities-and-communication-patterns-on-empowerment-of-the-santri-tani-millennial-group-kstm-in-indonesia-a-case-.pdf
Góngora Pérez RD, Milán Sendra MJ, López-i-Gelats F. 2020. Strategies and drivers determining the incorporation of young farmers into the livestock sector. J of Rural Studies [Internet]. [cited 2023 Augt 18]; 78 (1), 131–148. Available from: https://doi.org/10.1016/j.jrurstud.2020.06.028
Hameed S, Mathur M. 2020. Generation Z in India: digital natives and makers of change. In: The new generation Z in Asia: Dynamics, differences, digitalisation [Internet]. Bigley (UK): Emerald Publishing Limited. p. 89–104. [cited 2023 Aug 20]; Available from: https://doi.org/10.1108/978-1-80043-220-820201010
Harré R. 2012. Positioning theory: Moral dimensions of social-cultural psychology. In: J. Valsiner, editor. The Oxford handbook of culture and psychology. Oxford (UK): Oxford University Press. p. 191–206
Helmi H, Tanjung NS, Figna LN, Silviana VP. 2019. Adapting in digital era of globalized agro-food system and delivery of UN SDGs 1 and 2: agriculture extension in small-scale red onion (shallot) horticulture area in Highland Solok District, Indonesia. IPTEK Journal of Proceedings Series [Internet]. [cited 2023 Aug 20]; 6, 73–77. Available from: http://dx.doi.org/10.12962/j23546026.y2019i6.6349
Hinduan ZR, Anggraeni A, Agia MI. 2020. Generation Z in Indonesia: The self-driven digital. In The New Generation Z in Asia: Dynamics, Differences, Digitalisation [Internet]. Bigley (UK): Emerald Publishing Limited. p. 121–134. [cited 2023 Aug 20]; Available from: https://www.emerald.com/insight/publication/doi/10.1108/9781800432208
Kamenidou IC, Mamalis SA, Mylona I, Bara EZ. 2020. Environmental impact assessment of sustainable food practices: Insights from the generation Z cohort. CEUR Workshop Proceedings [Internet]. [cited 2023 Aug 18]; 2761, 294–299. Available from: https://www.semanticscholar.org/paper/Environmental-Impact-Assessment-of-Sustainable-Food-Kamenidou-Mamalis/01365c455eff02919c834778a1d23924f090b22d
Katadata [Internet]. 2022. Ini kontribusi sektor pertanian terhadap ekonomi RI tahun 2021. Jakarta (ID): Katadata. [diunduh 2023 Ags 10]; Tersedia dari: https://databoks.katadata.co.id/
Kusumaningrum SI. 2019. Pemanfaatan sektor pertanian sebagai penunjang pertumbuhan perekonomian Indonesia. J Transaksi [Internet]. [diunduh 2023 Ags 10]; 11(1), 80–89. Tersedia dari: https://ejournal.atmajaya.ac.id/
Lakitan B. 2019. Strategi jalur-ganda dalam pemajuan pertanian Indonesia: memfasilitasi generasi milenial dan menyejahterakan petani kecil. Prosiding Seminar Nasional Lahan Suboptimal, September [Internet]. [Diunduh 2023 Ags 10]; 1–8. Tersedia dari: https://conference.unsri.ac.id/index.php/lahansuboptimal/article/view/1666/895
Laughey D. 2007. Key themes in media theory [Internet]. London (UK): McGraw-Hill Education. [cited 2023 Aug 10]; Available from: https://www.shortcutstv.com/wp-content/uploads/2021/03/key-themes-in-media-theory.pdf
Lediana E, Perdana T, Deliana Y, Sendjaja TP. 2023. Sustainable entrepreneurial intention of youth for agriculture start-up: an integrated model. Sustainability [Internet]. [cited 2023 Aug 10]; 15(3). Available from: https://doi.org/10.3390/su15032326
Mardiana H, Kembauw E. 2021. The role of diffusion of innovation in agricultural to compete in Asean community. IOP Conference Series: Earth and Environmental Science [Internet]. [cited 2023 Aug 18]; 755(1), 12074. Available from: 10.1088/1755-1315/755/1/012074
Martos V, Ahmad A, Cartujo P, Ordoñez J. 2021. Ensuring agricultural sustainability through remote sensing in the era of agriculture 5.0. Applied Sciences [Internet]. [cited 2023 Aug 18]; 11(13), 5911. Available from: https://doi.org/10.3390/app11135911
Ningsih GM. 2021. Wujudkan SDM pertanian berdaya saing. Arsip Publikasi Ilmiah Biro Administrasi Akademik. [Internet]. [diunduh 2023 Ags 20]; Tersedia dari: https://infobaa.umm.ac.id/id/pages/arsip-publikasi-ilmiah.html
Nurholis MS, Anwarudin O, Makhmudi M. 2020. Kapasitas Petani Padi dalam Mengakses Kredit Usaha Rakyat (KUR) di Kecamatan Pameungpeuk Kabupaten Garut, Jawa Barat. Jurnal Penyuluhan Pertanian [Internet]. [cited 2023 Aug 18]; 15(1), 53–72. Available from: https://doi.org/10.51852/-.v15i1.432
Prasetya N R, Putro S. 2019. Hubungan tingkat pendidikan dan umur petani dengan penurunan jumlah rumah tangga usaha pertanian sub sektor tanaman pangan di Desa Meteseh Kecamatan Boja Kabupaten Kendal. Edu Geography [Internet]. [diunduh 2023 Ags 4]; 7(1), 47–56. Tersedia dari: https://doi.org/10.15294/edugeo.v7i1.30134
Prayoga K. 2015. Aplikasi digital pertanian: geliat pemberdayaan petani di era virtual [Internet]. [diunduh 2023 Ags 10]; 26, 3–57. Tersedia dari: https://www.academia.edu/32400957/APLIKASI_DIGITAL_PERTANIAN_GELIAT_PEMBERDAYAAN_PETANI_DI_ERA_VIRTUAL
Purnomo A, Asitah N, Rosyidah E, Septianto A., Daryanti MD, Firdaus M. 2019. Generasi Z sebagai generasi wirausaha [Internet]. [diunduh 2023 Ags 15]; Tersedia dari: https://doi.org/10.31227/osf.io/4m7kz
Rachmawati RR. 2020. Smart Farming 4.0 untuk mewujudkan pertanian Indonesia maju, mandiri, dan modern. Forum Penelitian Agro Ekonomi [Internet]. [diunduh 2023 Ags 10]; 38(2), 137–154. Tersedia dari: 10.21082/fae.v38n2.2020.137-154
Rachmawati RR, Gunawan E. 2020. Peranan petani milenial mendukung ekspor hasil pertanian di Indonesia. Forum Penelitian Agro Ekonomi [Internet]. [diunduh 2023 Ags 4]; 38(1), 67. Tersedia dari: https://doi.org/10.21082/fae.v38n1.2020.67-87
Rasyid H. 2021. SDM pertanian di era digital. Arsip Publikasi Ilmiah Biro Administrasi Akademik [Internet]. [diunduh 2023 Ags 4]; Tersedia dari: https://infobaa.umm.ac.id/id/pages/arsip-publikasi-ilmiah.html
Sadali MI. 2018. Ketahanan pangan berkelanjutan di Kabupaten Sukoharjo. Jurnal Geografi [Internet]. [diunduh 2023 Ags 10]; 10(1), 86–97. Tersedia dari: https://jurnal.unimed.ac.id/2012/index.php/geo/article/view/8493/7572
Salamah U. 2021. Kontribusi generasi muda dalam pertanian Indonesia. J Science Innovation and Technology (SINTECH) [Internet]. [diunduh 2023 Ags 10]; 1(2), 23–31. Tersedia dari: https://doi.org/10.47701/sintech.v1i2.1064
Sastrapradja SD. 2012. Perjalanan panjang tanaman Indonesia. Jakarta (ID): Yayasan Pustaka Obor Indonesia.
Septiadi D, Mundiyah AI. 2020. Strategi pengembangan usaha tani sayuran berbasis pertanian organik. Agrifo: J Agribisnis Universitas Malikussaleh [Internet]. [diunduh 2023 Ags 15]; 5(1), 35–43. Tersedia dari: https://ojs.unimal.ac.id/agrifo/article/view/2743/1689
Setiyaningsih LA, Fahmi MH. 2020. Penguatan community development petani nanas Desa Palaan melalui digital marketing. Abdimas: J Pengabdian Masyarakat Universitas Merdeka Malang [Internet]. [diunduh 2023 Ags 10]; 5(2), 145-151. Tersedia dari: 10.26905/abdimas.v5i2.4361
Sladek S, Grabinger A. 2016. Gen Z: the first generation of the 21st Century has arrived! XYZ University [Internet]. [cited 2023 Aug 10]; 1–15. Available from: www.xyzuniversity.com
Snyder H. 2019. Literature review as a research methodology: an overview and guidelines. Journal of Business Research [Internet]. [cited 2023 Aug 18]; 104, 333–339. Available from: https://doi.org/10.1016/j.jbusres.2019.07.039
Sogari G, Bogueva D, Marinova D. 2019. Australian consumers’ response to insects as food. Agriculture [Internet]. [cited 2023 August 18]; 9(5), 108. Available from: https://doi.org/10.3390/agriculture9050108
Sondakh J, Rembang JHW. 2020. Karakteristik, potensi generasi milenial dan perspektif pengembangan pertanian presisi di Indonesia. Forum Penelitian Agro Ekonomi [Internet]. [diunduh 2023 Ags 20]; 38(2), 155–166. Tersedia dari: http://dx.doi.org/10.21082/fae.v38n2.2020.
Sondakh J, Rembang JHW, Syahyuti. 2021. Karakteristik, potensi generasi milenial dan perspektif pengembangan pertanian presisi di Indonesia. Forum Penelitian Agro Ekonomi [Internet]. [diunduh 2023 Ags 10]; 38(2), 155. Tersedia dari: https://doi.org/10.21082/fae.v38n2.2020.155-166
Sumardjo S. 2018. Outlook penyuluh pertanian Indonesia tahun 2018-2022. Jakarta (ID): Komisi Penyuluhan Pertanian Indonesia (KPPM), p. 1–83.
Sumartono E, Yuliarti E, Nengsih DS. 2019. Perception of millennial generation of farmer children on employment in agricultural sectors (case study of farmer children in Village Padang Cekur, Talo District, Seluma District). International Journal of Advances in Social and Economics [Internet]. [cited 2023 Aug 18]; 1(1), 22–27. Available from: https://doi.org/10.33122/ijase.v1i1.33
Suratini S, Muljono P, Wibowo CT. 2021. Pemanfaatan media sosial untuk mendukung kegiatan penyuluhan pertanian di Kabupaten Minahasa Provinsi Sulawesi Utara. Jurnal Penyuluhan Internet]. [Diunduh 2023 Ags 10]; 17(1), 12–24. Tersedia dari: https://doi.org/10.25015/17202132302
Susilowati SH. 2016. Fenomena penuaan petani dan berkurangnya tenaga kerja muda serta implikasinya bagi kebijakan pembangunan pertanian. Forum Penelitian Agro Ekonomi [Internet]. [diunduh 2023 Ags 4]; 34(1), 35–55. Tersedia dari: https://epublikasi.pertanian.go.id/berkala/fae/article/view/1150/1123
Szymkowiak A, Melović B, Dabić M, Jeganathan K, Kundi GS. 2021. Information technology and Gen Z: the role of teachers, the internet, and technology in the education of young people. Technology in Society [Internet]. [cited 2023 Aug 18]; 65, 101565. Available from:10.1016/j.techsoc.2021.101565
Telaumbanua M. 2021. Buku ajar pengantar teknologi instrumentasi teknik pertanian. Pekalongan (ID): Penerbit NEM.
Umbara DS, Sulistoyowati L, Noor TI, Setiawan I. 2021. Persepsi penyuluh terhadap strategi komunikasi dalam pemanfatan media informasi di era digital di Kabupaten Tasikmalaya. Mimbar Agribisnis [Internet]. [diunduh 2023 Ags 4]; 7(2), 1502–1515. Tersedia dari: http://dx.doi.org/10.25157/ma.v7i2.5456
Valkenburg PM, Peter J, Walther JB. 2016. Media effects: theory and research. Annual Review of Psychology [Internet]. [cited 2023 August 18]; 67, 315–338. Available from:10.1146/annurev-psych-122414-033608.
Vintarno J, Sugandi YS, Adiwisastra J. 2019. Perkembangan penyuluhan pertanian dalam mendukung pertumbuhan pertanian di Indonesia. Responsive [Internet]. [diunduh 2023 Agustus 4]; 1(3), 90. Tersedia dari: https://doi.org/10.24198/responsive.v1i3.20744
Wang S, Bai X, Zhang X, Reis S, Chen D, Xu J, Gu B. 2021. Urbanization can benefit agricultural production with large-scale farming in China. Nature Food [Internet]. [cited 2023 Aug 18];2(3), 183–191. Available from: https://doi.org/10.1038/s43016-021-00228-6
Zorn A, Zimmert F. 2022. Structural change in the dairy sector: exit from farming and farm type change. In: Agricultural and Food Economics [Internet]. New York (US): Springer Berlin Heidelberg. [cited 2023 Aug 18]; 10 (1). Available from: https://doi.org/10.1186/s40100-022-00212-z
