Overview

Original Research

THE INFLUENCE OF USING SOCIAL MEDIA CHANNELS THROUGH SOCIAL SYSTEM ON THE BEHAVIOR OF ORNAMENTAL PLANT FARMERS IN USING SOCIAL MEDIA FOR E-COMMERCE

PERA NURFATHIYAH 1, SARWITITI SARWOPRASODJO 2, PUDJI MULJONO 3, and KRISHNARINI MATINDAS 4.

Vol 19, No 06 ( 2024 )   |  DOI: 10.5281/zenodo.12607140   |   Author Affiliation: Department of Communication Science and Community Development, Faculty of Human Ecology, IPB University, FEMA IPB Building Wing 1, 2nd Floor, Kamper Street, IPB Darmaga Campus, Bogor 16680, West Java, Indonesia, Study Program of Agribusiness, Faculty of Agriculture, Jambi University, Jambi – Muara Bulian Street Km. 15 Mendalo Darat, Sumatera, Indonesia 1; Study Program of Agribusiness, Faculty of Agriculture, Jambi University, Jambi – Muara Bulian Street Km. 15 Mendalo Darat, Sumatera, Indonesia 2,3,4.   |   Licensing: CC 4.0   |   Pg no: 759-773   |   Published on: 26-06-2024

Abstract

Social learning theory has been widely used in various studies in the fields of education and health to investigate individual behaviour. This research aims to determine the factors that influence the path of social media through social systems on farmers’ behaviour in using social media for e-commerce. This research used a survey method with a cross-sectional study design (research carried out once at a certain time). The study sample consisted of 210 randomly selected ornamental plant farmers. The research results show that there is a real influence between the use of social media through social systems and farmers' behavior in using social media for e-commerce and the use of social media as a link to social networks is a variable that has a real influence. Most influential on farmer behavior.

Keywords

Behavior, Community Settings, Influence, Social Media, Social Networks.