The agricultural sector is a vital sector for the survival of Indonesia. However, one of the problems faced is the regeneration of farmers because not all young people want to participate in this sector. One of the communities that responded to this condition is Aku Petani Indonesia. This community carries out various activities to create intention to participate in agriculture activities among the younger generation. This research is to study how these activities create word-of-mouth that can intention. The Theory of Planned Behavior is included as a theoretical framework. This research design is concurrent triangulation, which combines quantitative and qualitative data to obtain more in-depth results. The study results show that these community activities produced word-of-mouth to create intention among the young generation. The resulting word-of-mouth positively affected their interest in participating in the agricultural sector mediated by the Theory of Planned Behavior variables. The evidence lies in the number of young people who shared their farming activities voluntarily on social media and their involvement in various activities organized by the community. Abstrak Sektor pertanian merupakan sektor vital bagi kelangsungan hidup Indonesia. Namun salah satu kendala yang dihadapi adalah kaderisasi petani karena tidak semua generasi muda mau berpartisipasi di sektor ini. Salah satu komunitas yang merespons kondisi ini adalah Aku Petani Indonesia. Komunitas ini melakukan berbagai kegiatan untuk menumbuhkan niat untuk berpartisipasi dalam kegiatan pertanian di kalangan generasi muda. Penelitian ini bertujuan untuk mempelajari bagaimana kegiatan tersebut menciptakan word-of-mouth yang dapat menimbulkan niat. Theory of Planned Behavior pada penelitian digunakan sebagai kerangka teoritis. Desain penelitian ini adalah triangulasi konkuren, yaitu menggabungkan data kuantitatif dan kualitatif untuk mendapatkan hasil yang lebih mendalam. Hasil penelitian menunjukkan bahwa kegiatan komunitas ini menghasilkan word-of-mouth yang mampu membentuk intensi di kalangan generasi muda. Word-of-mouth yang dihasilkan berpengaruh positif terhadap intensi untuk berpartisipasi di sektor pertanian yang dimediasi oleh variabel Theory of Planned Behavior. Hal ini dibuktikan dengan banyaknya anak muda yang membagikan kegiatan bertani secara sukarela di media sosial dan keterlibatan mereka dalam berbagai kegiatan yang diselenggarakan oleh masyarakat.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
customersupport@researchsolutions.com
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.