THE INFLUENCE OF ENVIRONMENTAL FACTORS ON THE USE OF SOCIAL MEDIA FOR E-COMMERCE IN ORNAMENTAL PLANT FARMERS

Abstract

Sustainable development goals (SDGs) aim to reduce poverty by opening farmers the widest possible access to information. Farmers' limited access to information causes a digital literacy gap in the use of digital technology. The digital literacy gap occurs when the use of digital and possession of digital skills do not provide useful results due to farmers' low education level, which has an impact on limited digital literacy skills. This has an impact on farmers' knowledge and unequal participation in development. The solution to this problem is that farmers must be able to learn from their environment as a form of communication with the social environment when facing technological transition. This study aims to determine the factors that influence the use of social media through social systems on farmer behavior in using social media for e-commerce. This research used a survey method with a cross-sectional approach (research carried out once at a certain time). Data analysts use Smart PLS program versi 3.0 with regression tests that are supported by the interview results. The study sample consisted of 210 randomly selected ornamental plant farmers. The results of the research show that farmers who use social media through a social system, namely, joining communities on social media, have a real effect on changes in behavior when using social media for e-commerce.