Pemanfaatan Media Sosial dalam Agribisnis Sayuran Hidroponik dan Dampaknya terhadap Produksi dan Pendapatan Usahatani di Kota Medan

Abstract

Social media is an online service that functions as a tool enabling individuals to communicate and share information with others via the internet. The existence of social media allows hydroponic farmers to share experiences, exchange information with fellow farmers or agricultural experts, and promote their agricultural products to a wider consumer base. It is hoped that the utilization of social media will have an impact on production and income. This study aims to analyze the use of social media in hydroponic agribusiness and its relationship with the production and income of hydroponic farmers in Medan City. The research method used is a descriptive quantitative approach and Spearman correlation analysis. Data were collected through interviews assisted by questionnaires from 35 hydroponic farmers selected through snowball sampling. The results of this study conclude that the intensity of social media use by hydroponic farmers in Medan City falls into the very high category. The relationship between the intensity of social media use and the production and income of hydroponic farmers in Medan City is not significant for production but is positive for income across various scales of business, although it is not very substantial (moderate).