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

Article Sidebar

PDF (Indonesian)
Published: Dec 31, 2021
DOI: https://doi.org/10.31346/jpikom.v22i2.3485
Keywords:
Instagram, karakteristik teknis, participatory culture, agri-collective intelligence, sayuran
Dimensions
Altmetrics
Statistics
Read Counter : 1487
Crossmark/ Data Version

Main Article Content

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

Authors who publish with this journal agree to the following terms:

  1. Author (s) hold copyrights and retain copyrights of articles if the article is accepted for publishing.
  2. Author grant the journal, right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work’s authorship and initial publication in this journal.
  3. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal’s published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  4. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
  5. The article and any associated published material is distributed under the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License. Public allowed to Share (copy and redistribute the material in any medium or format) and Adapt (remix, transform, and build upon the material) this journal article content.

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

References

Abed, S. (2018). An Empirical Examination Of Instagram As An S-Commerce Channel. Journal Of Advances In Management Research, Vol. 15(2), hal. 146-160.

Agunga, A., Cahyono, E.D., Buck, E., & Scheer, S. (2016). Challenges Of Implementing Participatory Extension In Indonesia. The Journal Of Communication And Media Research, Vol. 8(1), hal. 20-45. (Special Issue Of May 2016)

Alawiyah, F.M., & Cahyono, E.D. (2018). Persepsi Petani Terhadap Introduksi Inovasi Agens Hayati Melalui Kombinasi Media Demplot Dan FFD. Jurnal Ekonomi Pertanian Dan Agribisnis, Vol. 2(1), hal. 57-61.

Atmoko, B. D. (2012). Handbook Instagram. Jakarta: Media Kita.

Azam, M. S. (2015). Diffusion Of ICT And SME Performance. In E-Services Adoption: Processes By Firms In Developing Nations (pp. 7-290). Emerald Group Publishing Limited.

Balkrishna, B. B., & Deshmukh, A. A. (2017). A Study On Role Of Social Media In Agriculture Marketing And Its Scope. Global Journal Of Management And Business Research: E Marketing, Vol. 17 (1), hal. 1-5.

Boyd, D. M., & Ellison, N. B. (2007). Social Network Sites: Definition, History, And Scholarship. Journal Of Computer‐Mediated Communication, Vol. 13(1), hal. 210-230.

Cahyono, E.D. (2014). Challenges Facing Extension Agents In Implementing The Participatory Extension Approach In Indonesia: A Case Study Of Malang Regency In The East Java Region. Doctoral Dissertation, The Ohio State University.

Cahyono, E.D., & Agunga, R. (2016). Policy And Practice Of Participatory Extension In Indonesia: A Case Study Of Extension Agents In Malang District, East Java Province. Journal Of International Agricultural And Extension Education (JIAEE), Vol. 23(3), hal. 38-57.

Direktorat Budidaya Tanaman Hias. (2008). Petunjuk Lapangan SL GAP/SOP Bunga Potong Krisan. Direktorat Jenderal Hortikultura. Kementerian Pertanian.

Casaló, L. V., Flavián, C., & Ibáñez-Sánchez, S. (2017). Antecedents Of Consumer Intention To Follow And Recommend An Instagram Account. Online Information Review, Vol. 41(7), hal. 1046-1063.

Eze, S. C., Chinedu-Eze, V. C., & Bello, A. O. (2019). Determinants Of Dynamic Process Of Emerging ICT Adoption In Smes–Actor Network Theory Perspective. Journal Of Science And Technology Policy Management, Vol. 10(1), hal. 2-34.

Fitria, E.M. (2015). Dampak Online Shop Di Instagram Dalam Perubahan Gaya Hidup Konsumtif Perempuan Shopaholic Di Samarinda. Ejournal Ilmu Komunikasi, Vol. 1 (3), hal. 117-128.

Fuchs, C. (2017). Social Media: A Critical Introduction. Sage.

Garcia, R., & Calantone, R. (2002). A Critical Look At Technological Innovation Typology And Innovativeness Terminology: A Literature Review. Journal Of Product Innovation Management: An International Publication Of The Product Development & Management Association, Vol. 19(2), hal. 110-132.

Hootsuite & We Are Social. 2019. Https://Andi.Link/Wp-Content/Uploads/2019/02/Hootsuite-We-Are-Social-Indonesian-Digital-Report-2019-Dikompresi.Pdf

Kaplan, A. M., & Haenlein, M. (2010). Users Of The World, Unite! The Challenges And Opportunities Of Social Media. Business Horizons, Vol. 53(1), hal. 61.

Kietzmann, J. H., Hermkens, K., Mccarthy, I. P., & Silvestre, B. S. (2011). Social Media? Get Serious! Understanding The Functional Building Blocks Of Social Media. Business Horizons, Vol. 54(3), hal. 241-251.

Kitchen, P. J., & Panopoulos, A. (2010). Online Public Relations: The Adoption Process And Innovation Challenge, A Greek Example. Public Relations Review, Vol. 36(3), hal. 222-229.

Krumm, J., Davies, N., & Narayanaswami, C. (2008). User-Generated Content. Pervasive Computing, Vol. 7 (4), hal. 10-11.

Koçak, N. G., Kaya, S., & Erol, E. (2013). Social Media From The Perspective Of Diffusion Of Innovation Approach. The Macrotheme Review, Vol. 2(3), hal. 22-29.

Lathiya, A., Rathod, A., & Choudhary, K. (2015). Role Of Social Media In Agriculture. International. Journal Of Commerce And Business Management, Vol. 8 (2), hal. 268-273.

Malahayatin, D.M., & Cahyono, E.D. (2017). Faktor Kesesuaian Dengan Kebutuhan Petani Dalam Keputusan Adopsi Inovasi Pola Tanam Jajar Legowo (Studi Kasus Petani Padi Di Kecamatan Widang, Kabupaten Tuban). Jurnal Ekonomi Pertanian Dan Agribisnis, Vol. 2(1), hal. 57-61.

Mannan, S., & Nordin, S. M. (2014). The Influence Of Innovation Attributes On New Technologies Adoption By Paddy Farmers. International Review Of Management And Business Research, Vol. 3(3), hal. 1379.

Nardi, B. A., Schiano, D. J., Gumbrecht, M., & Swartz, L. (2004). Why We Blog. Communications Of The ACM, Vol. 47 (12), hal. 41-46.

Noviyanti, & Cahyono, E.D. (2016). Persepsi Dan Tipe Keputusan Petani Madura Terhadap Inovasi Agens Hayati-PGPR. Dalam E.D. Cahyono, Dkk. (Eds.). Proceeding Konferensi Nasional Penyuluhan & Komunikasi Pembangunan (hal. 284-292). Malang: Fakultas Pertanian Universitas Brawijaya.

Obar, J. A., & Wildman, S. S. (2015). Social Media Definition And The Governance Challenge-An Introduction To The Special Issue. Obar, JA And Wildman, S.(2015). Social Media Definition And The Governance Challenge: An Introduction To The Special Issue. Telecommunications Policy, Vol. 39(9), hal. 745-750.

Rogers, E. M. (2003). Diffusion Of Innovations. New York: Free Press.

Safitri, R., & Cahyono, E.D. (2017). Adopsi Petani Padi Terhadap Agens Hayati Dengan Menggunakan ‘Mi-Lo’ (Mikro Organisme Lokal). Proceeding Seminar Nasional Pembangunan Pertanian II: Arah Dan Tantangan Pembangunan Pertanian Dalam Era SDG’s (hal. 207-212). Fakultas Pertanian Universitas Brawijaya, Malang.

Setiowati, R., Hartoyo, H., Daryanto, H. K., & Arifin, B. (2016). Understanding ICT Adoption Determinants Among Indonesian Smes In Fashion Subsector. International Research Journal Of Business Studies, Vol. 8(1).

Severin, W. J., & Tankard, J. W. (2001). Communication Theories: Origins, Methods, And Uses In The Mass Media. Pearson College Division.

Severin, W. J., & Tankard, J. W. J. (2010). Communication Theories: Origins, Methods And Uses In The Mass Media (5th Ed.). New York: Pearson Education Limited.

Shao, G. (2009). Understanding The Appeal Of User-Generated Media: A Uses And Gratification Perspective. Internet Research, Vol. 19 (1), hal. 7-25.

Teo, L. X., Leng, H. K., & Phua, Y. X. P. (2018). Marketing On Instagram: Social Influence And Image Quality On Perception Of Quality And Purchase Intention. International Journal Of Sports Marketing And Sponsorship.

Utami, S. (2019). Perubahan Status Lifestyle Komsumtif Perempuan Dalam Menggunakan Online Shop. AN-NISA: Jurnal Studi Gender Dan Anak, Vol. 11(2), hal. 483-500.

Warren, M. (2004). Farmers Online: Drivers And Impediments In Adoption Of Internet In UK Agricultural Businesses. Journal Of Small Business And Enterprise Development, Vol. 11(3), hal. 371-381.

White, D., Meyers, C., Doerfert, D., & Irlbeck, E. (2014). Exploring Agriculturalists’ Use Of Social Media For Agricultural Marketing. Journal Of Applied Communications. Association For Communication Excellence, Vol. 98 (4), hal. 72-85.

Zolkepli, I. A., & Kamarulzaman, Y. (2015). Social Media Adoption: The Role Of Media Needs And Innovation Characteristics. Computers In Human Behavior, Vol. 43, hal. 189-209.