Kurniawan, Sandy (2025) Pemanfaatan Media Sosial Sebagai Wadah Komunikasi Virtual Petani Kelapa Desa Baung Rejo Jaya. Other thesis, Universitas Islam Riau.

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Abstract

The development of digital technology has significantly changed communication patterns in society, including in the agricultural sector. Baung Rejo Jaya Village, Indragiri Hilir Regency, Riau Province, known as a hybrid coconut-producing village, has begun utilizing social media as a virtual communication platform. This study aims to explore how coconut farmers use social media in their daily activities, particularly in sharing agricultural information, discussing farming challenges, and building social networks amidst limited infrastructure and technological access. This research employed a descriptive qualitative method through in-depth interviews, observation, and documentation. The informants consisted of six coconut farmers actively using social media platforms, especially Facebook and WhatsApp. Informants were selected using purposive and snowball sampling techniques. Data were analyzed using Miles and Huberman’s interactive model, which includes data reduction, data display, and conclusion drawing. The results showed that social media plays an essential role in facilitating virtual communication among coconut farmers in Baung Rejo Jaya Village. Farmers utilize social media to share agricultural information, discuss market prices, and establish connections with traders and agricultural advisors. Although constrained by limited infrastructure and low digital literacy, social media has proven to improve communication efficiency and broaden farmers' access to information. This study recommends increasing digital literacy and providing supporting infrastructure to optimize the use of social media in agriculture.

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