The Influence of Social Media Use on The Business Behavior of Millennial Oil Palm Farmers in Jambi Province

This study aims to determine the level of social media use, the form of business behavior and analyze the influence of social media use on the business behavior of millennial oil palm farmers in Jambi Province, with millennial farmer respondents in farmer cooperatives that have ISPO (Indonesian Sustainability Palm Oil) certificates in Jambi Province, namely the Karya Mukti (plasma) cooperative in Muara Bungo district and the Mutiara Bumi cooperative (self-help) in Batanghari district. This study uses a quantitative approach with simple linear regression model analysis on Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results showed that the level of social media use in the research site as a whole looked good, except only for the relatively moderate indicators of facilitating conditions. For business behavior, it can be seen that the majority of millennial oil palm farmers already use Facebook, Instagram, and TikTok and make good use of these platforms on innovation and independent indicators to obtain information on new cultivation techniques, market trends, and opportunities for diversification of palm oil derivative products and independently access directly to the market and buyer network without intermediaries. Meanwhile, the indicators of risk, determination and responsiveness are still relatively moderate. The test results found that the use of social media had a positive and significant effect on business behavior with a regression coefficient value of 0.904 (positive value) and a P value of social media use of 0.000 < 0.05 (significant) with a contribution of the influence of social media use on business behavior of 39.9 percent. This study emphasizes the importance of supporting the productive use of social media, especially facility conditions to improve business behavior for millennial farmers in the oil palm plantation sector in Jambi Province.