THE ROLE OF YOUNG FARMERS GROUP IN NEW MEDIA UTILIZATION FOR YOUNG HORTICULTURAL AGRIPRENEURS IN YOGYAKARTA SPECIAL REGION, INDONESIA

Abstract

Purpose of the study: This study is to analyze the characteristics of young farmers in horticultural agripreneurs, the role of young farmers group, the utilization of new media in horticultural agripreneurs, and the influence of the characteristics of young farmers and the role of groups on the utilization of new media in horticultural entrepreneurs Methodology: This research used the survey method. A simple random sampling method was used in selecting 300 of 604 young farmers, consisting of 250 men and 50 women. The role of young farmers group and the utilization of new media variables are measured using a 5-score rating scale, which includes; (1) never, (2) rarely, (3) sometimes, (4) often, (5) always. Data were analyzed using percentages, mean scores, and multiple regression tests at p ≤ 0.05. Main Findings: The results showed that young farmers most often use smartphones to access social media. The majority of farmers use WhatsApp for their daily communication. Factors influencing the utilization of new media (Y) included gender (X1), an education level (X2), length of business (X3), and the role of farmer group (X4) together (R-square) of 34.7%. The role of young farmer groups and sex had a positive effect on the utilization of new media; length of business had a negative effect, while education level did not affect the use of new media (p≤0.05). Applications of this study: The government is expected to encourage young agripreneurs in Yogyakarta Special Region, Indonesia, who are just starting a business to utilize new media by empowering groups to conduct training and learning to become successful young agripreneur. Novelty/Originality of this study: This study found that the role of young farmers group as a means of social learning is very important in horticultural agripreneurs, especially for young farmers in rural areas who are just starting a business with the use of new media to develop their businesses.