Title:
Social Media Adoption Among Indonesian Urban farmers: Com-B Model Analysis

Authors:
Firda Nurfaiza Daud, Retno Tanding Suryandari, Indonesia

Abstract:

This study aims to explore the capabilities and potential of urban farmers in utilizing socialmedia as a tool to support urban farming practices. Through the use of Structural Equation Modeling Partial Least Square (SEM-PLS) analysis method, this study identifies the significant influence of ability, motivation, and opportunities provided by social media on the adoption of social media use in the context of urban farming. The findings show that urban farmers' ability and opportunity to use social media directly influence the level of social media adoption in urban farming. While there was no significant support for the relationship between urban farmers' ability to use social media and motivation to use social media in urban farming, this finding highlights the importance of the opportunities provided by social media in motivating urban farmers to adopt social media in their activities. The implications of these findings can be used to develop more effective strategies in utilizing social media to support urban farming and increase community engagement in sustainable agricultural practices.

DOI: https://doi.org/10.51505/IJEBMR.2024.8817