Analysis of Agricultural Content on Social Media (Youtube) in Changing the Younger Generation's Perception of Urban Farming

Nowadays, social media broadcasts significantly influence the knowledge, attitudes, and behavior of the younger generation, so it is necessary to conduct research aimed at analyzing the types and characteristics of urban farming content watched by the public through YouTube social media and assessing its effectiveness in increasing the younger generation's interest in urban farming. The research method used a descriptive quantitative approach through primary data collection with a questionnaire. Respondents were asked to identify the types of content they had watched and provide an assessment of the cognitive, affective, and behavioral intention dimensions after watching urban farming content. The results showed that practical farming tutorials (hydroponics, aquaponics, and the like) were the most popular content at 49%, followed by educational content based on animation/infographics at 31%. Meanwhile, vlogs/documentaries on urban farmers were of interest at 17%, while reviews of urban farming tools and policy discussions/expert interviews were relatively low. Analysis of content effectiveness showed that the cognitive dimension obtained the highest average score (3.44), indicating an increased understanding of urban farming concepts and techniques. The behavioral intention dimension (3.34) was in second place, with the indicator of intention to grow vegetables at home as the highest score (3.85). The affective dimension scored an average of 3.24, indicating that the emotional and motivational aspects of young people still need to be strengthened. The study's findings confirm that YouTube plays a strategic role as a non-formal learning medium that can encourage young people's participation in urban agriculture.