Pengaruh Media Sosial terhadap Efikasi Diri Petani Tanaman Hias dalam Menggunakan Media Sosial untuk E-Commerce

Pera Nurfathiyah; Sarwititi  Sarwoprasodjo; Pudji  Muljono; Krishnarini  Matindas

doi:10.25015/20202450712

Pera Nurfathiyah Program Studi Agribisnis, Fakultas Pertanian, Jambi University, Sumatera, Indonesia
Sarwititi Sarwoprasodjo Departemen Sains Komunikasi dan Pengembangan Masyarakat, Fakultas Ekologi Manusia, IPB University, Bogor, Indonesia
Pudji Muljono Departemen Sains Komunikasi dan Pengembangan Masyarakat, Fakultas Ekologi Manusia, IPB University, Bogor, Indonesia
Krishnarini Matindas Departemen Sains Komunikasi dan Pengembangan Masyarakat, Fakultas Ekologi Manusia, IPB University, Bogor, Indonesia

DOI: https://doi.org/10.25015/20202450712

Keywords: efikasi diri, media sosial, petani, tanaman hias

Abstract

Efikasi diri berkaitan dengan keyakinan petani akan kemampuannya dalam menggunakan media sosial untuk e-commerce. Media sosial merupakan aplikasi berbasis teknologi informasi dan komunikasi yang dapat diakses tanpa batasan ruang dan waktu sehingga memungkinkan untuk memperluas pemasaran dan menjangkau konsumen yang lebih beragam. Tujuan penelitian untuk menganalisis pengaruh media sosial terhadap efikasi diri petani tanaman hias dalam menggunakan media sosial untuk e-commerce di Kabupaten Bogor. Populasi penelitian sebanyak 427 petani tanaman hias, dengan menggunakan rumus slovin diperoleh 210 responden sebagai sampel penelitian. Penarikasn sampel dilakukan secara acak sederhana. Metode penelitian menggunakan metode survei explanatory research dengan teknik pengumpulan data deskriptif kuantitatif yaitu observasi dan wawancara dipandu kuesioner yang telah dilakukan uji validitas dan realibilitas. Metode analisis data menggunakan analisis regresi, tabulasi data, estimasi model dan interpretasi model regresi. Hasil penelitian menunjukkan bahwa pengaruh media sosial melalui sistem sosial merupakan variabel memiliki nilai pengaruh yang lebih tinggi daripada media sosial secara langsung terhadap efikasi diri petani tanaman hias dalam menggunakan media sosial untuk e-commerce.

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