KOMUNIKASI DIGITAL UNTUK MOTIVASI GENERASI Z MENINGKATKAN KETERLIBATAN DALAM BIDANG PERTANIAN INDONESIA

Main Article Content

Olih Solihin
Shinta Anggreany
Rismawaty Rais
Ballian Siregar

Abstract

The agricultural sector, crucial for ensuring a country's food security, faces diverse challenges, notably the limited participation of Generation Z in this sector. This research analyses digital communication strategies for enhancing Generation Z's enthusiasm for agriculture. The research method used a literature review and was analyzed qualitatively. The research reveals that digital communication is vital in fostering Generation Z's involvement in Indonesian agriculture. Social media, mobile apps, podcasts, and knowledge-sharing digital platforms enable Generation Z to access information, find inspiration, interact with communities, and participate in agricultural activities online. Motivators for Generation Z in agriculture encompass digital education, formal training, family influence, environmental awareness, community engagement, and their inclination toward technology. Effective digital communication strategies involve campaigns, contests, and collaboration with digital influencers, creatively stimulating Generation Z's interest and participation in agriculture. This dynamic use of digital communication contributes positively to sustainable agriculture development, fostering awareness, knowledge, and active participation in agricultural endeavours 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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Solihin, O., Anggreany, S., Rais, R., & Siregar, B. (2024). KOMUNIKASI DIGITAL UNTUK MOTIVASI GENERASI Z MENINGKATKAN KETERLIBATAN DALAM BIDANG PERTANIAN INDONESIA. Forum Penelitian Agro Ekonomi, 41(2), 79–95. Retrieved from https://fae.perhepi.org/index.php/FAE/article/view/36
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