Determinants of Social Media Adoption by Millennial Farmers to Improve Business Performance: Perspectives from the Technology-Organization-Environment (TOE) Framework

To attract millennials to the agricultural sector, it is necessary to modernize agriculture using social media. Social media plays an important role as a marketing tool for farmers. The utilization of social media platforms can assist farmers in enhancing the effectiveness of their agricultural product marketing efforts, with the objective of increasing their income. This study aimed to determine the effect of social media adoption on the business performance of millennial farmers in Central Java using the technology-organization-environment (TOE) framework. The method used in this study was a quantitative descriptive approach with data collected from 120 millennial farmers located in 10 districts in Central Java. The data analysis method was carried out using SEM-PLS with the SmartPLS 3.0 application. The results of the analysis showed that business performance was influenced by social media adoption, and millennial farmers’ business turnover increased by 25% after using social media. Technological factors and organizational factors had a significant effect on social media adoption, while environmental factors were not significant. This study provided information on the factors that influence the business performance of millennial farmers in Central Java Province, which can help farmers in developing strategies to improve business performance and assist the government in developing programs to attract the millennial generation to the agricultural sector.