PARADOKS GENERASI Z DI LAHAN PERTANIAN: ANALISIS PERSEPSI DALAM MENGHADAPI KRISIS REGENERASI PETANI MUDA DI KOTAWARINGIN TIMUR
DOI:
https://doi.org/10.52434/mja.v8i2.43038Kata Kunci:
generasi Z, persepsi, pertanian, lingkungan, eksposure digitalAbstrak
Penelitian ini bertujuan untuk mengkaji persepsi generasi Z terhadap sektor pertanian di Kabupaten Kotawaringin Timur dan menganalisis faktor sosial, ekonomi, dan psikologis yang memengaruhi persepsi tersebut. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 200 responden berusia 18–28 tahun. Data dikumpulkan melalui kuesioner berskala Likert lima poin dan dianalisis menggunakan regresi logistik ordinal. Hasil penelitian menunjukkan bahwa secara umum generasi Z memiliki persepsi positif moderat dengan 48,9% responden menilai pertanian baik, 44,4% cukup baik, dan hanya 6,1% yang menilai sangat baik. Analisis regresi menunjukkan bahwa dua variabel berpengaruh signifikan terhadap persepsi, yaitu lingkungan tempat tinggal dan eksposur digital terhadap konten pertanian. Responden yang tinggal di lingkungan non-pertanian memiliki peluang 49% lebih rendah untuk memiliki persepsi positif dibanding yang tinggal di lingkungan pertanian. Sebaliknya, peningkatan satu tingkat eksposur digital terhadap pertanian meningkatkan peluang persepsi sangat baik sebesar 4,9%. Faktor usia, jenis kelamin, pendidikan, dan pekerjaan orang tua tidak berpengaruh signifikan. Hasil ini menegaskan bahwa eksposur digital dan kedekatan lingkungan pertanian memainkan peran penting dalam membentuk citra dan minat generasi muda terhadap pertanian. Oleh karena itu, penguatan branding digital pertanian dan pengalaman lapangan menjadi strategi penting dalam menarik keterlibatan generasi Z di sektor pertanian.
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