Corresponding Author: Anisa
Rahmi Lutfial Umi
E-mail: [email protected]
INTRODUCTION
The rapid
development of technology in recent decades has fundamentally changed the
landscape of social life. The basic principle of technology is that it is a
tool or Extension of human capabilities designed to support life around the
world. Today, technology has developed into a force capable of shaping human
lifestyle and behavior. According to
Nasution (in Januarti et al., 2018) the importance of technological progress lies in every innovation
produced to have a positive impact on human life and open up new ways of
carrying out various activities. In Vodea (2023), digital technology products that are very useful for business
are mobile apps that are able to provide benefits in terms of promoting
products, conducting sales transactions, and becoming a media communication
channel.
But in today's digital era, being able to
process information through mobile apps also requires the support of an
internet connection so that information can be spread efficiently throughout
the world. The Internet is a network that connects most of the computers in the
world into one network (Fatirul, 2020). Interestingly,
Indonesia is the fourth largest country with internet users in the world. (Yonatan, 2023). Based on data obtained by We Are Social
and Meltwater, 353.8 million Indonesian users access the internet via mobile
phones (smartphones), and 212.9 million internet users throughout Indonesia (Aryanto, 2023).
By 2022, We Are Social reports that the number
of internet users in Indonesia will reach around 202 million people. This
represents an increase of around 10 million users or about 5% from the previous
year. The latest data as of January 2023 shows that Indonesia's total
population is estimated to reach 276.4 million people, an increase of 1.8
million people from the 2022 total. Thus, internet penetration in Indonesia
currently reaches around 77% or around 212.9 million people. The advancement of
information has a significant impact on the development of technology. Given
the importance of information in the digital era, the growth of internet
connectivity and the number of internet users in Indonesia is very important.
Therefore, internet usage is a potential source for companies to incorporate
the various functions offered by smartphones.
Figure 1. Data on Indonesian Internet Users as of January 2023
Source: We Are Social and Melwater
2023
Technology is no longer just an additional
element in daily life but has become an integral part of every aspect of
people's lives, including the agricultural sector. According to Prof. Tualar, Indonesian
farmers must have a digital mindset (Maulana, 2022). In his view, the farming profession
today is no longer a job that involves hard work on the farm but a profession
that can optimize the development of information technology to increase
productivity in agriculture. The Minister of Communication and Information
Technology, Rudiantara, stated that many of the problems faced by farmers can
be overcome through the application of mobile technology. He emphasized that
technological advancements need to be widely utilized by the entire community,
and the government needs to encourage farmers and Micro, Small, and Medium
Enterprises (MSMEs) in Indonesia to go digital.
As reported in Republika.co.id news, the
Minister of Agriculture, Syahrul Yasin Limpo, emphasized that the agricultural
sector has a central role in shaping a strong economy. He argues that
agriculture is the most effective sector in driving the community's economy and
increasing the sustainability of national development (Amanda, 2020). Data from the Central Statistics Agency (BPS) confirms this: the
agricultural sector makes a significant contribution to Indonesia's economic
growth. The agricultural sector has an important role in the recovery of
Indonesia's national economy by contributing 14.3% to GDP in the third quarter
of 2020 (Perwitasari, 2022). The agricultural sector grew by 1.35% over the same period,
demonstrating its continued contribution to economic growth, making it a key
pillar supporting national food security and sovereignty.�����������
PT Syngenta Indonesia is a company engaged in
agriculture, especially corn crops. According to Sulaiman et al., (2017) corn has an important role in the national economy and is the
second largest contributor to GDP in the food crop subsector after rice. Corn
is the main food crop and has developed into a superior agricultural product (Edy, 2019). In general, corn is not only used as a food substitute for rice
but is also needed to meet the needs of animal feed. Maize is the main source
of carbohydrates and protein after rice. In addition, maize is also used as a
basic ingredient in the food industry, feed industry, and fuel production.
Therefore, maize has a strategic position among food crops, has economic value,
and has the potential to be further developed.
In Indonesia, corn is used in poultry feed
formulations. The use of corn in Indonesian poultry feed formulations ranks
first by contributing 64%-70.5% of poultry metabolic energy requirements. The
remaining 30%-36% comes from feed ingredients such as soybean meal, corn gluten
meal, meat and bone meal, and premixes which are sources of protein and other
nutrients Saragih et al. (2023)
Table 1. Common Formulations of
Poultry Feed
|
No.
|
Feed Ingredients
|
Proportion
|
(%)
|
Description
|
|
Broiler
|
Layer
|
Availability
|
Broiler
|
Layer
|
|
1
|
Corn
|
45
|
40
|
Local
|
|
|
|
2
|
CPO (Fat)
|
5
|
4
|
Local
|
|
|
|
3
|
Bran/Bran, etc.
|
5
|
5,8
|
Local
|
64%
|
70,5%
|
|
4
|
Palm kernel meal/PKM
|
4
|
6
|
Local
|
|
|
|
5
|
Vitamins, Minerals (Stone
Flour, Stone Seeds)
|
5
|
14,7
|
Local
|
|
|
|
6
|
Soybean Meal
|
25
|
17
|
Import
|
|
|
|
7
|
MBM
|
4
|
4
|
Import
|
36%
|
29,5%
|
|
8
|
DDGS
|
2
|
2
|
Import
|
|
|
|
9
|
Other Imported Materials
(CGM, HCFM, dII)
|
5
|
6,5
|
Import
|
|
|
Source: Saragih et al., (2023)
Maize in Indonesia has a multifunctional role
and is now the second strategic agricultural commodity after rice. According to
data from the National Food Agency (2023), about 75.42% of the total national
maize demand in 2022, reaching 12.27 million tons, was used for feed. This
amount increased by 25.42% compared to the previous year, which was around
9,786,563 tons for feed needs in 2021. Maize as a food commodity is one of the
national strategic commodities that continues to expand its development to meet
domestic needs. It is also directed as a major export commodity (Sulaiman et al., 2017). However, maize farming, as one of the main pillars of food in
Indonesia, faces complex challenges, such as climate change, price instability,
and the need to increase productivity.
In facing the complexity of these challenges,
the agricultural sector in Indonesia has responded with the adoption of digital
technology. Digital transformation, particularly through digital agricultural
applications, is a reliable solution to increase the productivity and
efficiency of maize farming. Based on previous data obtained from We Are Social
and Meltwater (2023), more than 202 million Indonesians are connected to the
internet. This
creates a huge opportunity for the utilization of digital applications in the
agricultural sector. In the process of digitizing various services, PT Syngenta
Indonesia, as a company that focuses on agricultural solutions, faces the
opportunity to integrate technological innovations to increase the productivity
of maize farming. Coordinating Minister Airlanga stated that a key element for
sustainable agricultural development in the future is to improve the quality of
farmers. The main focus is to encourage the growth of productive young farmers
with the support of training and the application of production technology
innovations in the agricultural sector (Limanseto, 2021).
Technology
plays an important role in bringing agriculture to a more efficient and
sustainable level (Astuti, 2019). In this context, the utilization and application of modern
agricultural technology are key to increasing productivity and efficiency, thus
supporting Indonesia's agricultural development towards sustainable
agriculture. According to Fatchiya et al. (2016), the application of agricultural technology innovation plays an
important role in increasing the productivity of the agricultural sector and
creating opportunities for welfare improvement. One of the results is increased
food security for farmers. Therefore, the use of technology by companies in
modern agriculture is an important way to open up new opportunities to improve
production efficiency, reduce risks, and increase comprehensive agricultural
yields. These initiatives also help build close ties between companies and
farmers, creating a mutually beneficial relationship for the overall
advancement of agriculture.
One technological innovation that has received
a lot of attention in this field is the use of mobile applications specifically
designed to support farmers. PT Syngenta Indonesia itself has launched a farmer application called
"peTani Apps." The main purpose of this application is to facilitate
corporate communication between PT and its employees. Syngenta Indonesia, in
collaboration with farmers, to form a positive transformation in the
agricultural sector. The application contains information related to features
that can be used to facilitate and provide real-time information on weather
forecasts, the best farming techniques, the selection of appropriate crop
varieties, and pest and disease control advice (Yogatama, 2021). With the presence of this communication
platform through the app, companies can better understand the needs of farmers,
as well as get more timely and relevant solutions to the challenges they face.
Farmers who want to get extensive information
about the maize commodity and its details can download and install the peTani
Apps. Based on data obtained from the official website of PetaniNK (2023), the
number of peTani Apps users has reached 28,600+ users, 1,000+ kiosks, and 100+
traders. According to interviews conducted
by researchers, part of the marketing team of PT Syngenta Indonesia RW said
that:
"The
purpose of PT Syngenta Indonesia launching peTani Apps is because we want to
help farmers become corn experts through peTani Apps. Because there are many
useful features that can facilitate farmers in finding information related to
corn commodities, seeing the growth of corn plants ������������� in the field, and calculating fertilizer needs, there
is a new ��� launch � called Dokter NK where NK Farmers can consult
directly ������ with corn experts
regarding the problems they face." (Interview part of marketing team PT.
Syngenta Indonesia RW, December 2, 2023)
As part of the digital transformation efforts
in the agriculture sector, specialized mobile applications to support farmers,
such as "peTani Apps" from PT Syngenta Indonesia, have become an
innovative and sustainable option. This innovation creates a communication
platform that allows companies and farmers to interact more effectively,
forming a positive partnership.
Based on the results of the 2023 Agricultural
Census of the Central Statistics Agency (BPS), the condition of agriculture in
Indonesia has not changed much in the last ten years, and the use of technology
is still minimal. The 2023 Agricultural Census results show the dominance of
generation X farmers (born 1965-1980) at 42.39%, followed by baby boomers (born
1946-1964) 27.61%, and millennial generation (born 1981-1996) 25.61% (Muhammad, 2023).
Figure 2. Distribution of Indonesian
Farmers by Generation Group (2023)
Source: Databoks.metadata.co.id
(2023)
According to data obtained from the Central
Statistics Agency (BPS) in 2023, around 46.84% of farmers have adopted modern
agricultural equipment and machinery (alsintan) and digital technology (Yunianto, 2023). The utilization of digital technology by farmers, which reached
46.84%, shows a positive trend in their readiness to adopt digital innovations.
Although this figure has not reached all generations of farmers, it indicates
that farmers, especially those over 39 years old, are increasingly open to the
use of the Internet and digital applications. This creates a strong basis for
understanding how the growth of digital technology has influenced farming
practices (Rachman, 2023).
As pioneers of change in agricultural
practices, the digital immigrant group, particularly maize farmers who actively
participate in the digital ecosystem, is an important subject in understanding
the impact of the rapid growth of digital technology. The digital immigrant generation refers to
individuals who have been around since before and during the digital phase. (Mathar, 2016). Individuals in the digital immigrant
generation category are those who were born before 1980, belonging to
Generation X and baby boomers. They did not experience the development of the
internet and computing together, so they need to put more effort into adapting
to the language and practices of new digital technologies (Vina, 2022).
In this study, the term "digital immigrant
group" refers not only to maize farmers who are new to or have recently
adopted digital technologies but also includes those who have been involved in
the agricultural digital ecosystem for a long time. Together, they form a group
with unique characteristics, needs, and challenges in the context of
agriculture. Their activities in using agricultural apps show that they are key
players in integrating digital innovations in agricultural practices. This provides
important insights into the impact of digital technologies on maize farmers'
communication identities.
Meanwhile, in the context of peTani Apps, the
role of farmers' communication identity is central to the successful adoption
of this technology. Identity is generally defined as a group of meanings
associated with the roles played by individuals in social structures (Burke & Stets, 2009). According to Butler, identity is
considered as a performance of social recognition or otherwise where this
action can be accepted by other individuals or groups (Setyorini, 2011). Meanwhile, (in Littlejohn &
Foss, 2017) indicates that identity is a crucial element that
connects individuals to society, and communication serves as the link that
facilitates this connection. Maize farmers' communication identities include
aspects that shape the way farmers communicate, build relationships, and
respond to change in a digital context. These involve elements of local culture, emphasized values, and
farmers' digital experiences. Thus, the way farmers communicate, disseminate
information, and shape their views on change has a significant impact on their
interactions with these apps.�
Communication
identity is key to ensuring that a group, such as maize farmers in this
context, can effectively accept, adopt, and integrate innovations through the
utilization of digital technology, particularly peTani Apps technological
innovations. Concepts such as personal identity, enactment identity, relational
identity, and communal identity can be utilized to analyze the communication
identity of maize farmers in the face of digital innovation. Thus, this
research has relevance and potential to provide a broader perspective in the
context of maize farmers' communication identity to design the methodology and
analyze the findings. This research creates an unexplored space in the
literature by exploring the relationship between maize farmers' communication
identity and acceptance of digital innovations. The research focuses on
exploring how the communication identity of maize farmers in the digital
immigrant group plays an important role in the acceptance of innovations,
particularly the utilization of digital technology in peTani Apps. So this
research aims to analyze land use change and spatial planning in Bogor District
and predict future land use trends. By understanding the dynamics of land use
change, this research is expected to assist in formulating more effective and
sustainable spatial utilization control strategies. The expected benefits of
this research are to provide policy recommendations that can support better
spatial management, and assist stakeholders in making the right decisions related
to land and environmental management in Bogor Regency. In addition, the results
of this research can also serve as a reference for future studies related to
land use change and spatial planning in other regions.
METHOD
This study used
qualitative research methods. This qualitative research relies on
semi-structured interviews to collect data. This research utilizes interviews
with corn farmers who are customers of PT Syngenta Indonesia and employees of
PT Syngenta Indonesia. The population and sample in this study consist of three
groups of informants. First, the key informant is the Digital Immigrant Corn
Farmer group, which consists of 30 people from the Baby Boomers and Generation
X generations who have worked as corn farmers for at least five years. Second,
the supporting informant is RW, a private employee at PT Syngenta Indonesia, who is 28
years old and has worked as a Junior Sales Representative for five years.
Third, the expert informant is Dr. Johar Arifin S.PT.MP., a lecturer and
researcher at the Faculty of Animal Husbandry, Padjajaran University, who has
extensive experience in agriculture and digital innovation. Data were analyzed
using NVivo 12 Pro software to facilitate data coding effectively and
efficiently. The analysis process involved data collection, reduction,
presentation, and conclusion drawing/verification to accurately answer the
research questions.
RESULTS AND DISCUSSION
Researchers discuss the findings using a reference to
cluster analysis through the program provided by NVIVO to see the coding
similarity between the findings of the coding reference in this study. Cluster
analysis that has been processed by researchers can be seen in chart 4.5. Each
coding similarity of coding reference findings will be discussed through
supporting literature in this study.
Figure 3. Research Cluster Analysis
Source: Processed by Researchers,
2024
The chart generated from the analysis using NVIVO above shows the
relationship between important aspects that influence farmers' identity and
social interaction in the context of peTani Apps digital technology adoption. In this study, several main clusters were
identified, reflecting various dimensions of maize farmers' communication and
identity. Based on the findings of the coding results through the cluster
analysis data analysis method, it was found that personal identity and
relational identity are two important elements that show how farmers see
themselves as well as their relationships with others in the community or group
of farmers. These two identities are linked to recommendation, which highlights
the importance of recommendations from trusted individuals in the community.
According to Rogers (2003)in his book Diffusion of Innovations, the
adoption of new technologies is strongly influenced by the opinions of trusted
individuals within the community. There
is also a supporting statement delivered by key informant 1:
"And
I also realize that not all farmers in my village have access or the ability to
use such technology. Many of them may not be familiar or comfortable with the
use of digital applications. As a farmer who is directly involved in
agricultural activities in the field, I realize that direct communication and
traditional information sharing are still very effective in our environment. In
my opinion, it is still more effective in this village to share knowledge and
experience directly, word of mouth". (Key Informant 1 DK, April 6,
2024)
"Yes,
to influence it, not yet. Because in a village like this, it's not suitable, it
depends on who's talking. So, it's still mouth-of-mouth that is more effective.
If you look at the figure here, who is talking? For example, if I give a paper,
who is this paper from? Well, because I have a history, I can be trusted by
them; that's the term in the village. Even though I only give a paper, they
believe me because I'm the one who said it." (Key Informant 1 DK,
April 6, 2024)
Furthermore, there are key informants who say that the existence
of groups can influence their views and behavior as maize farmers. This was
conveyed by key informant 23:
"My membership in a farmer
group has greatly influenced my views and behavior as a maize farmer. Through
this group, I engage in various discussions, experience exchanges, and shared
learning with fellow farmers. It broadens my horizons on better farming practices,
inspires me to adopt new innovations, and improves my skills in dealing with
challenges in farming". (Key Informant 23 Mr. RD, May 2, 2024)
����������� This
statement was confirmed directly by expert informant Mr. Johar Arifin, who
said:
"Farmers who are in
communities that support the use of digital technology tend to be more open to
trying the technology. Interaction with fellow farmers, agricultural extension
workers, and agricultural experts who use digital technologies can provide positive
examples and reduce fears or doubts about new technologies". (Expert Informant Mr. Johar Arifin, June 12,
2024)
����������� In
this case, recommendations are closely related to social systems. A social
system is a collection of units that work together to solve problems and
achieve common goals. This is supported by research conducted by Suryafma et al. (2023), which says that innovation diffusion theory explains how an
innovation is adopted and communicated through certain channels within members
of a social system within a certain period of time. This theory states that the
speed of innovation is influenced by four elements, namely the characteristics
of the innovation, the communication channels used to communicate the benefits
of the innovation, the time the innovation is first introduced, and the social
system in which the innovation is carried out or diffused.
����������� Serah (2014) also explains that the factors that influence the
innovation-decision process in the social system are:
1.
Social
Structure: The pattern of relationships between members of a social system that
provides order and stability to behavior. Social structure can facilitate or
hinder the diffusion of innovations.
2. System Norms: Patterns of behavior
accepted by members of a social system as guidelines or standards. System norms
may inhibit or support the acceptance of innovations depending on the degree to
which the innovation conforms to existing values.
3. Opinion Leaders: Individuals who are able to influence the
attitudes of others in the social system. Opinion leaders can be supporters or opponents of innovations,
influencing the acceptance of innovations in the community.
4.
Change
Agents: Professionals tasked with influencing people in a social system to
accept innovations. They receive specialized education or training for this role.
Knowledge
and participation are important points given by key informants or maize farmers
regarding the acceptance of the adoption of peTani Apps digital technology.
According to Savitri et al. (2023), knowledge is important for farmers to
increase their capacity. The knowledge they have and acquire can determine
behavior and attitudes when making innovation adoption decisions. This is
influenced by farmer characteristics, communication intensity, and innovation
characteristics. Of course, knowledge is obtained through the participation of
the community. In this case, the role of the local community or corn farmers in
the application development process is very important. Analyzing the level of
participation, understanding of community needs, and acceptance of new
technology will provide insights into how the application can be successfully
implemented. (Maglena et al., 2024).. Agricultural Information Sheet
(2000) also states that farmer participation is very important because
they are the ones who will directly feel the impact of the application of the
technology. By participating, farmers will better understand and trust the
technology they will be using, so their interest in the technology will grow
over time. Furthermore, knowledge and participation are closely linked to
principles that guide behavior and interactions within the community.
Principles such as honesty, hard work, helping each other, sharing, harmony,
and openness in communication become the foundation for farmers to actively
participate and develop their knowledge. Therefore, the growth of farmer groups
(poktan) must consider common interests, natural resources, socio-economic
conditions, familiarity, mutual trust, and harmonious relationships between
members. This is important to maintain the sustainability of group life so that
each member feels ownership and can enjoy the benefits of every activity
carried out. (Anwarudin et al., 2021). In this study, all informants agreed that the values owned by
farmer groups indirectly have a significant influence on the attitudes and
identities of farmers who are members of them.
This means
that the norms, beliefs, and practices maintained by farmer groups indirectly
shape the way farmers identify themselves, including how they interact with new
technological innovations such as peTani Apps. These experiences and indicators
form the basis of strong collaboration between farmers, agricultural extension
workers, and other relevant parties. Therefore, the social environment for
farmer group dynamics is important. According to Lewin (Subekti et al., 2015), group dynamics are formed through interpersonal interactions
between group members and the surrounding environment. This interaction
produces mutually beneficial synergies. The success of strong synergy can be
the foundation for farmer groups to achieve self-reliance. Media consumption,
particularly through peTani Apps, plays an important role in facilitating
farmers' access to the latest information and innovative solutions. Although
the adoption of digital technology through peTani Apps is still in its early
stages, the existence of good collaboration allows for further development to
improve the acceptance and implementation of technological innovations among
farmers. Thus, this study not only identifies the importance of collaboration
and media consumption in technology adoption but also highlights the critical
role of collective values and identity in shaping farmers' views and attitudes
toward the technological innovations they receive. Therefore, innovation
communication in agriculture is a process where farmers not only seek the
latest information about agriculture but also actively explore and share
knowledge with fellow farming actors in an innovative manner, with the aim of
improving their agricultural productivity (Dharmawan et al., 2022).
Furthermore,
self-image and sharing reflect how farmers see themselves or how farmers
describe their role in the community. (Majid, 2019) and how they share their knowledge and experiences with fellow
farmers (Prabwa, 2020). Farmers who have a positive self-image are more motivated to
adopt new technologies and share their benefits with others. Information gained
from the app and shared within the community helps strengthen social networks
and increase technology adoption. This will form the continuity of the
research, and the self-image in the enactment identity sub-analysis will form
sharing, which is the process of sharing knowledge and experience brought by
farmers into their community. In the cluster analysis results, impression,
which discusses how individuals create an impression or image of themselves in
interactions with others, is an important concern for farmers. In social
interactions, each individual seeks to present his or her image or self-concept
in front of others. (Kriyantono, 2017). This effort is known as impression management, where individuals
intentionally use communication to form the desired impression of others
towards themselves (in Siedharta et al., 2017). This contributes to shaping the positive self-perception farmers
display to fellow farmers or other agricultural actors, as well as to
technological innovations and strengthening social relationships among them
through social media. Social media such as WhatsApp, Facebook, Instagram, and
TikTok play a crucial role in facilitating communication and interaction
between farmers. Farmers can actively upload their daily activities, which
helps explain the role of social media in shaping and maintaining communal
relationships and individual identities within their social environment. This
use of social media strengthens the adoption of better agricultural
technologies and practices and encourages other farmers to follow their lead in
implementing new technological innovations.
The use of
social media in the era of globalization is very useful for building
interactive communication networks in the agricultural sector. Social media
enables free communication and creates awareness about the importance of
community life. Information can be absorbed transparently, supporting the
strength of networks, trust, and existing norms and values. Social media, which
is often used by farmers, can be utilized as a source of agricultural
information, including cultivation, marketing, processing, and the latest
technology. Anyone can access all social media platforms, especially extension workers and farmers, to improve
their farming capabilities. (Alif et al., 2023). Agricultural information management, by
extension, workers should make optimal use of social media, although currently,
its utilization is still lacking. In the future, social media will be central
in the dissemination of agricultural information. Agricultural extension
officers must equip themselves with the ability to manage social media and
encourage farmers to utilize it as an alternative source of information.
Digital technology not only functions as an instrument but also becomes part of
actions and behaviors both individually and collectively. In relation to the
previous cluster analysis, social
media helps farmers create positive impressions and shape favorable perceptions
of themselves and technological innovations. This strengthens social relationships and increases technology
adoption among farmers. Optimizing the use of social media by extension workers
and farmers is important to increase farm productivity and success.
On the other
hand, farmers also have a significant role and contribute to influencing fellow farmers and other
agricultural actors to achieve a common goal (purpose). This
influence can come from agricultural extension workers, fellow farmers, or
other sources of information that influence the way farmers receive
technological innovations such as peTani Apps. In addition, this influence also
includes how experiences and recommendations from other individuals motivate
farmers to try and adopt new technologies. The process of disseminating new
technology information can be done by extension methods that involve both
extension workers and farmer group leaders. It is expected that through this
approach, the knowledge transfer process can run effectively, changing farmers'
knowledge, attitudes, and skills in maize cultivation. According to Mardikanto (in Putra et al., 2016), Extension plays an important role in
bringing new technological information into agricultural practice. Farmers who
are active in seeking information and able to adopt new technologies play a
crucial role in the successful dissemination of this information. Agricultural
Extension aims to help farmers solve their problems satisfactorily, thereby
improving their livelihoods. Therefore, an important value embraced in
Extension is empowerment so that farmers can achieve self-reliance (Sadono, 2008). This was often conveyed by supporting
informant RW, who stated that when conducting agricultural counseling related
to the socialization of peTani Apps in the field, he, who also served as an
agricultural extension agent from PT Syngenta Indonesia, always conveyed the
jargon that peTani Apps had, namely "becoming a corn expert easily."
This aims to influence farmers to
adopt peTani Apps' digital technology. Seen from some of the statements he
delivered:
"So,
in the field, we often say one word that is indeed a benchmark or important for
us, which is that we are not here to patronize but to provide knowledge and
technology that can collaborate with the technology they have adopted before."
(Supporting Informant RW, May 3, 2024)
"For the
values themselves, this automatically must have an effect on interaction
because we have jargon in peTani Apps, which is to become a corn expert easily.
So, farmers are definitely interested in this peTani Apps application,
especially if the features that are already in the application are also
complete. So, they can adopt some, for example,
traditional technology into more modern technology in just one touch of a hand
in the peTani Apps application. That's what the peTani Apps marketing strategy
is like. So, we give the farmers just one phone, one application, and they can
immediately become corn experts". (Supporting Informant RW, May 3, 2024)
"So,
the peTani Apps can help local farmers, but not all of them can adopt it. But
maybe for farmers who have used it, they might be able to communicate directly
in their respective areas". (Supporting
Informant RW, May 3, 2024)
����������� It is this statement that relates
that influence and purpose generated by farmers,
agricultural extension workers, and other agricultural actors can create
motivation and aspirations that drive farmers to take action. In the context of
this study, the purpose can refer to farmers' aspirations to increase agricultural
productivity, obtain up-to-date information, or adopt more efficient
agricultural practices. Meanwhile, agricultural extension and other
agricultural activity actors also have the goal of helping farmers address
their problems in a satisfactory way, which can ultimately improve their
quality of life. This approach emphasizes empowering farmers in order
to achieve self-reliance (Sadono, 2008).
According to Juwanda & Zikri (2022),
innovative and technology-based agricultural management using machinery, farm
equipment, and digital technology in farming aims to increase productivity, add
value, improve competitiveness, strengthen the competitive position, and
provide sustainable economic benefits. Understanding these objectives is
important to identify the drivers behind technology adoption and to develop
strategies that support their acceptance.
In the
cluster analysis, "influence" and "purpose" are situated in
the context of "personal identity" and "enactment
identity," suggesting that how individuals see themselves and how they
interact within their communities impacts their influence and purpose in
adopting new technologies. This understanding is essential in designing
strategies to promote technology adoption among farmers. Then, expert
informants shared some proposed
strategies to increase the adoption and use of peTani Apps among maize farmers.
First, continuous training and education are important to help farmers
understand the benefits of the app and overcome technical hurdles. In addition,
tailoring the app to local needs and leveraging existing social relationships
within the farming community can encourage acceptance. Identifying and engaging
opinion leaders in the community and ensuring accessibility of the technology
is also key to successful adoption (Expert et al., June 12, 2024).
����������� On
the other hand, before interviewing the key informants, researchers often
opened the interview by asking about the farmers' personal backgrounds first.
Most farmers responded that they came from farming families. This information
shows that farming skills and knowledge have been passed down through
generations, forming a strong basis for their identity as farmers. This is
supported by several key informant statements, namely:
"In
my own opinion, I am a farmer who is somewhat familiar with the application,
and also, I am a purely hereditary farmer, meaning that generations of families
have all become farmers, and then regarding corn farmers, maybe only about five
years who really focus on being corn farmers." (Key Informant 2 SS, June 12, 2024)
"I
followed my parents in farming from a young age. So, I know exactly what it
means to be a farmer. I come from a farming family, so from a young age, I was
used to farming and followed my parents to work in the fields. From them, I
learned a lot about farming and managing the land well. Initially, our family
grew rice and peanuts". (Key Informant
13 US, May 2, 2024)
"I
am a descendant of farmers, even though my parents are civil servants, but I
still farm in the village ."(Key
Informant 21 Mrs. FN, May 2, 2024)
"Yes,
my father and mother are farmers, my younger brother also farms, we are farmers
for generations." (Key Informant
29 Mrs. SR, May 2, 2024)
����������� This
strong attachment to family heritage also creates a sense of responsibility to
pass on agricultural traditions and knowledge to the next generation. Farmer
experience does not significantly influence the knowledge stage of innovations.
This shows that the more experienced farmers are in farming, does not mean the
better their knowledge of innovations. Experience as a farmer is obtained from
generation to generation, so the knowledge that farmers have in cultivation is
also very limited. Research conducted by Agatha and Wulandari (in Setiyowati et al.,
2022) stated that farmers with longer farming experience
tend to be more selective in accepting new innovations and not quick in making
decisions. Farmers' education level does not have a significant influence on
their knowledge. In this context, a higher level of education does not
necessarily correlate with broader horizons or openness to innovation, as
farmers tend to believe in ancestral teachings that have been passed down from
generation to generation. Data obtained from the research location also shows
that even though farmers are well-motivated, they still find it difficult to
accept new information because they prefer to trust the traditional knowledge
that they have had for generations.
����������� The
background or experience that maize farmers have can influence the way they
interact with other farmer group members. Through these interactions,
individuals gain feedback, validation, and new knowledge that can strengthen or
change their identity. Social influence in innovation acceptance is also very
visible, as farmers' backgrounds and life experiences influence how they accept
and adapt to new innovations introduced through digital applications.
Interaction with other farmers who have successfully adopted innovations can
provide motivation and confidence for other farmers to follow in the same
footsteps. This is reinforced by Serah (2014), who explains that there are four factors
that influence the innovation-decision process in social systems, two of which
are opinion leaders and change agents. Opinion leaders may come from farmers who have successfully used
peTani Apps digital technology. This is
reinforced by the statement of supporting informant RW, who stated:
"The
best way is to cooperate with some farmers or millennial farmers who already
use the peTani Apps; they can create a better relationship because they can
disseminate information directly in the field." (Supporting Informant RW, May 3, 2024)
����������� Meanwhile, change agents can come from agricultural
extension workers who are professionally assigned by the company to influence
people in the social system to accept innovations. They receive specialized
education or training for this role. These change agents provide full attention,
support, and direct assistance to farmers to maximize the use of peTani Apps.
Agricultural extension agents are a key element in supporting the transition to
sustainable agriculture. Nurida et al. (2024) explained that agricultural extension officers have four key
roles: facilitator, mediator, communicator, and consultant. As facilitators,
they help millennial farmers access the technology and resources needed for
sustainable agriculture. As mediators, they facilitate dialogue between farmers
and relevant parties to reach a better understanding. As communicators, they
deliver information and education to farmers on sustainable farming practices.
Additionally, as consultants, they provide advice and technical guidance to
farmers in implementing these practices.
����������� In
the context of this research, there is a mutually supportive relationship
between trust and word of mouth (WOM). Trust forms the
basis for farmers to accept both knowledge, experience, and innovations, while word of mouth serves as an effective
tool for spreading information and strengthening trust. They need strong social
ties, such as family or close friends, before they can trust information
(Wicaksono et al., 2015). (Wicaksono et al., 2021).. This kinship relationship is important to provide emotional
control and ensure marketing content is well delivered. This is in accordance
with what Belch said (in Suminah et al., 2023) that WOM or word of mouth
is able to provide trust and confidence to potential consumers in choosing
a particular product or service because the recommendation comes from someone
they trust. From the data obtained in the field, researchers found that farmers
have good trust among fellow farmers. This can be described through several informant statements in interviews
as follows:
�"Yes, the point is that we work
together, share experiences, provide advice, and provide input for the
development of agricultural technology ."(Key Informant 1 DK, April 6, 2024)
"As a
farmer who is directly involved in agricultural activities in the field, I
realize that direct communication and traditional information sharing are still
very effective in our environment. In my opinion, it is still more effective in
this village to share knowledge and experience directly by word of mouth. But
yes, I also try to take advantage of opportunities to provide input and share
my commitment to modern sustainable agriculture, such as peTani Apps from
Syngenta. I hope that with the collaboration between technology users and those
who prefer traditional communication, we can achieve greater progress in the
world of agriculture in our village".
(Key Informant 1 DK, April 6, 2024)
�"I tend to rely on direct
communication and face-to-face talks with fellow farmers to discuss farming
issues and share experiences." (Key
Informant 3 NS, May 1, 2024)
"Yes, I
think word of mouth is more effective. Because, in my group, the houses are
close together. So it is easy to connect. Yes, so Gunung Sulah is more densely
populated". (Key Informant 13 US, April 6, 2024)
����������� Some
informants say that they have more trust in who is speaking. When the person
speaking is an individual they trust, this will lead to a positive reaction to
spreading the information they convey by word
of mouth.
"I
believe more in direct communication or word of mouth from people who are more
expert in corn here. I prioritize conventional beliefs that have been passed
down from generation to generation. I prefer to rely on communication methods
that have proven effective in carrying out agricultural activities, namely
direct communication". (Key Informant 28 AS, May 2, 2024)
"Yes, establish
communication, like to ask about agricultural solutions with those who are more
expert or who study so their knowledge is broader; even though my mother is
already old, she is still active in asking questions." (Key Informant 19 AD, May 2, 2024)
����������� The statements of
these informants were supported by supporting informants who mentioned that
direct communication or word of mouth among
maize farmers is still effective in a communal environment. They tend to prefer
to gather somewhere to talk. In addition, information from people they trust
will generate curiosity, and then the information can spread more widely. This
can be seen from the statement he made:
"So,
this is based on direct experience and communication. Indeed, I see that the
elderly like to gather in a saung, house, or field where they can talk to each
other. If I look at the farming area itself, if there is one good corn or they
see a good agricultural culture, they will wonder, "Why did you get such
results? Where did the seeds come from? What dose
of fertilizer was used? What is the planting distance? Then what kind of
fertilizer application can be added? Well, all of this is in peTani Apps. So,
this peTani Apps application can help local farmers, but not all of them can
adopt it. But maybe for farmers who have used it, they might be able to
communicate directly in their respective areas". (Supporting
Informant RW, May 3, 2024)
����������� Expert informant Mr. Johar Arifin
also highlighted the importance of social influence in the adoption of
agricultural technology. According to him, respected leaders who adopt new
innovations can influence group members to follow suit. However, negative experiences
or distrust within the group can hinder the adoption of innovations. It is
important for companies such as peTani Apps from PT Syngenta Indonesia to
provide tangible evidence of the effectiveness of their technology through
field demonstrations and direct support, so that farmers can see direct
benefits in their daily farming activities. Furthermore, Mr. Johar Arifin provided another agricultural technology
recommendation that can be used to provide tangible evidence of the benefits of
their technology and provide hands-on support that can help farmers see
concretely how the technology can facilitate their daily activities, namely the
use of drones to monitor crop
conditions and look for early signs of pests or diseases more efficiently and
quickly to control the problem before it damages the crop extensively.
����������� By
understanding this relationship, new technology introduction programs such as
peTani Apps can be more effectively designed to meet the needs and
characteristics of maize farmers. Trust plays an important role in shaping
farmers' personal and communal identities. Farmers who have confidence and
trust in new technologies, such as the peTani Apps digital app, tend to share
their positive experiences through word
of mouth. This creates a positive cycle where testimonials from their peers
reinforce farmers' confidence.
����������� The final discussion of this research refers to the coding results
through the cluster analysis data
analysis method. It was found that communal
identity and enactment identity are strongly
related. Groups play an important role in shaping the way individuals perceive
and express their identity and in motivating the adoption of new technologies
that can improve their efficiency and productivity as farmers. According to
Nurmawati (in Ardana et al., 2023), the values, beliefs, rules, and norms that surround a community
group will influence the attitudes and actions of individuals in the community.
In this context, a strong communal identity can encourage solidarity and
support among farmers, which in turn can accelerate the acceptance of new
technologies. Bouman et al. (2020) also supports this assertion by showing that interventions that
emphasize environmental group values and identity can be highly effective in
encouraging climate action, especially when focusing on groups that individuals
strongly identify with, even if members of those groups have weaker group
values. Frequent social identities, such as school classes or work groups, have
a strong and sustained influence on individuals' climate behavior and can
internalize environmental values into their identities. Thus, interventions
that emphasize group values and identity can play a significant role in shaping
individual behavior, both in the environmental context and in in adopting new
technologies in the agricultural sector.
CONCLUSION
Based on the research
results, it can be concluded that the peTani Apps digital technology innovation
has not been effectively adopted by maize farmers in the digital immigrant
group. The communication identity of farmers, which includes personal identity,
enactment identity, relational identity, and communal identity, plays a crucial
role in the adoption process of this technology. Many farmers feel insecure and
inexperienced with advanced technology, leading to discomfort in using the app
(personal identity). The peTani Apps has not yet become part of farmers' daily
routine due to difficulties in navigation and understanding the app's functions
(enactment identity). Support from the community and social relationships is
vital; without successful examples and motivation from peers, farmers tend to
be skeptical of new technologies (relational identity). Additionally, there is
resistance to change in communities with strong traditional habits and norms
(communal identity). While some farmers have successfully adopted peTani Apps,
overall, it has not been widely adopted by digital immigrant groups. Social,
cultural, and economic factors affect the adoption rate of this technology.
Therefore, a more targeted strategy and greater support are needed to encourage
equitable adoption among all group members. With a more holistic approach
tailored to local conditions, it is hoped that peTani Apps digital technology
innovations can be adopted more effectively, thereby increasing agricultural
productivity and efficiency. This research suggests that future studies
identify specific factors that hinder technology adoption among immigrant
digital maize farmers using case studies and ethnographic approaches. It also
recommends developing theories that consider the diversity of farming
communities and employing a mixed methodology to explore the effectiveness of
interventions in increasing technology adoption. Practically, peTani Apps
implementation strategies should be tailored to farmers' specific needs,
including intensive training and personalization of app content. Continuous
training programs and technical support are also important to improve
technology literacy. Building community support networks and collaborating with
government, educational institutions, and the private sector are necessary to
provide the infrastructure and resources that support widespread technology
adoption.
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