TRANSAKSI SAYURAN VIA INTAGRAM: SEBUAH METODA PARTISIPATORIS DALAM PROSES KOMUNIKASI DAN PEMBELAJARAN KONSUMEN?

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Published: Dec 31, 2021
DOI: https://doi.org/10.31346/jpikom.v22i2.3485
Keywords:
Instagram, karakteristik teknis, participatory culture, agri-collective intelligence, sayuran
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Edi Dwi Cahyono
Jurusan Sosial Ekonomi Fakulutas Pertanian Universitas Brawijaya
Reza Safitri
Universitas Brawijaya
Eka Pradesti
Universitas Brawijaya

Abstract

Prospek platform media sosial sebagai alat komunikasi dan edukasi dalam bidang pertanian menarik untuk dikaji. Studi ini difokuskan untuk mendiskripsikan persepsi konsumen tentang aspek teknis dari Instagram dan perannya sebagai metoda untuk bertransaksi dan pembelajaran produk pertanian tertentu. Sebuah survei secara online dilakukan, yang menjaring 53 followers dari 7 komunitas online sayuran, yang dioperasikan di wilayah Malang Raya. Hasil penelitian menunjukkan bahwa mayoritas pembeli sayuran via Instagram adalah perempuan berpendidikan tinggi, yang telah lebih dari tiga tahun menggunakan media sosial tahun. Melalui teknis analisis Skala Likert terungkap bahwa Instagram dipersepsi positif karena relatif kemudahan dalam penggunaan dan fleksibilitasnya. Selain memudahkan proses transfer informasi dan transaksi pertanian, Instagram juga mendorong budaya pembelajaran partisipatoris dan pertukaran pengetahuan dan inovasi, merefleksikan pembangunan agri-collective intelligence. Namun, dalam jangka waktu tertentu, cukup banyak pembeli yang ragu untuk melakukan transaksi sayuran lagi—  mengindikasikan adanya persoalan keberlanjutan dalam bertransaksi secara online.

Article Details

Issue
Vol. 22 No. 2 (2021): Jurnal PIKOM (Penelitian Komunikasi dan Pembangunan)
Section
Articles

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Author Biographies

Edi Dwi Cahyono, Jurusan Sosial Ekonomi Fakulutas Pertanian Universitas Brawijaya

Jurusan Sosial Ekonomi Fakultas Pertanian Universitas Brawijaya Malang

Reza Safitri, Universitas Brawijaya

Fakultas Ilmu Sosial dan Ilmu Politik Universitas Brawijaya Malang

Eka Pradesti, Universitas Brawijaya

Program Magister Sosiologi Fakultas Pertanian Universitas Brawijaya Malang

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