TRANSFORMASI KOMUNIKASI PERTANIAN MELALUI PEMANFAATAN MEDIA FACEBOOK PADA PETANI LADA DI DESA TETEMBOMUA KECAMATAN LAMBUYA KABUPATEN KONAWE

Abstrak

Digital transformation has reshaped agricultural communication from conventional approaches to information technology-based communication, enabling farmers to access information more rapidly, extensively, and interactively. One of the most widely utilized digital platforms in agricultural communication is Facebook, which serves as a medium for information dissemination, knowledge exchange, and collaboration among farmers. This study aimed to describe the transformation of agricultural communication through the utilization of Facebook among pepper farmers in Tetembomua Village, Lambuya District, Konawe Regency. The study employed a quantitative approach using a survey method. The entire population, consisting of 27 pepper farmers, was selected as respondents through a census technique. Data were collected through structured questionnaires using a five-point Likert scale, supported by interviews, observations, and documentation. The research variable was the utilization of Facebook as a social media platform in agricultural communication. Data were analyzed using descriptive quantitative analysis based on the mean, standard deviation, and class interval with the assistance of IBM SPSS Statistics version 26. The findings revealed that the transformation of agricultural communication through Facebook utilization was categorized as high, with an overall mean score of 4.30. Among the measured dimensions, context recorded the highest mean score (4.75), followed by communication (4.12) and collaboration (4.02). Facebook has been effectively utilized as a digital communication platform that facilitates farmers in accessing cultivation-related information, sharing experiences, expanding communication networks, and fostering collaboration in addressing various challenges in pepper farming. The utilization of Facebook not only enhances farmers' access to agricultural information but also promotes more participatory and adaptive communication practices in response to digital technological advancements. Therefore, Facebook has considerable potential to serve as an effective digital agricultural extension medium for strengthening agricultural communication systems and enhancing farmers' capacity in the era of digital transformation.

Kata kunci

• Digital Communication
• Information Dissemination
• Social Media-Based Agricultural Extension
• collaboration