KOMUNIKASI DIGITAL UNTUK MOTIVASI GENERASI Z MENINGKATKAN KETERLIBATAN DALAM BIDANG PERTANIAN INDONESIA
Main Article Content
Abstract
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.
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References
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