Effectiveness of Whatsapp in Facilitating Farmer Group Communication in North Sumatra’s Wonosari Village
Abstract
Abstrak
Penelitian ini bertujuan untuk menganalisis efektivitas penggunaan media sosial WhatsApp dalam komunikasi kelompok tani di Desa Wonosari, Kecamatan Tanjung Morawa, Sumatera Utara. Dalam era digital, penggunaan media baru telah mengubah cara berkomunikasi, termasuk dalam sektor pertanian. Kelompok tani sebagai komunitas berbasis agraris mulai memanfaatkan WhatsApp untuk koordinasi, berbagi informasi pertanian, serta mempermudah komunikasi dengan Penyuluh Pertanian Lapangan (PPL). Penelitian ini menggunakan pendekatan kualitatif deskriptif dengan metode wawancara mendalam, observasi, dan kajian pustaka. Hasil penelitian menunjukkan bahwa WhatsApp memberikan efektivitas yang signifikan dalam komunikasi kelompok tani, terutama dalam penyebaran informasi yang lebih cepat, koordinasi yang lebih efisien, serta peningkatan keterlibatan anggota. Namun, terdapat kendala dalam adopsi teknologi, khususnya bagi anggota kelompok tani yang lebih tua dan kurang terbiasa dengan media digital. Selain itu, tantangan lain adalah adanya penyebaran konten yang kurang relevan dalam grup WhatsApp. Untuk mengatasi hambatan tersebut, diperlukan pelatihan penggunaan media sosial bagi anggota yang belum terbiasa serta pengelolaan grup yang lebih sistematis, Dengan adanya dukungan dari pemerintah dan PPL. Studi ini memberikan wawasan mengenai perubahan perilaku komunikasi di sektor pertanian akibat adopsi teknologi baru dan implikasinya dalam pengembangan kelompok tani di era digital.
Kata kunci: WhatsApp, komunikasi kelompok tani, difusi inovasi, media sosial, pertanian digital
Abstract
This study aims to analyze the effectiveness of the use of WhatsApp social media in farmer group communication in Wonosari Village, Tanjung Morawa District, North Sumatra. In the digital era, the use of new media has changed the way we communicate, including in the agricultural sector. Farmer groups as agrarian-based communities have begun to use WhatsApp to coordinate, share agricultural information, and facilitate communication with Field Agricultural Extension Workers (PPL). This study uses a descriptive qualitative approach with in-depth interviews, observations, and literature review methods. The results show that WhatsApp provides significant effectiveness in farmer group communication, especially in faster information dissemination, more efficient coordination, and increased member engagement. However, there are obstacles in the adoption of technology, especially for members of farmer groups who are older and less familiar with digital media. In addition, another challenge is the spread of less relevant content in WhatsApp groups. To overcome these obstacles, training in the use of social media for members who are not used to it is needed as well as more systematic group management, with support from the government and PPL. This study provides insight into the changes in communication behavior in the agricultural sector due to the adoption of new technologies and their implications in the development of farmer groups in the digital era.
Keywords: WhatsApp, farmer group communication, innovation diffusion, social media, digital agriculture
Abstract
Digital communication technologies are reshaping how agricultural communities exchange information, coordinate activities, and access extension services, although their adoption remains uneven across rural populations. This study examines the use of WhatsApp within a 68-member farmer group in Wonosari Village, Tanjung Morawa, North Sumatra, Indonesia, focusing on its communicative benefits, adoption barriers, and implications for agricultural extension. Employing a descriptive qualitative design, the research draws on in-depth interviews with farmer-group leaders, direct observation, documentation, and relevant literature. The findings indicate that WhatsApp has supplemented traditional communication practices, including door-to-door information sharing and word-of-mouth exchanges, by enabling faster information dissemination, more accessible coordination, and more frequent interaction among farmers and agricultural extension workers (Penyuluh Pertanian Lapangan, or PPL). However, adoption remains uneven, particularly among older members who experience difficulties using smartphones and social media. Irrelevant group messages can also distract from agricultural discussions, while face-to-face communication continues to serve an important complementary function. Interpreted through Diffusion of Innovations theory, the findings highlight the role of agricultural extension workers in facilitating technology adoption and addressing differences in digital literacy. The study argues that WhatsApp can strengthen rural agricultural communication when accompanied by practical digital literacy support, purposeful group management, and communication strategies that accommodate members with varying levels of technological proficiency.
Keywords: Whatsapp; Agricultural Communication; Farmer Groups; Digital Adoption; Agricultural Extension; Rural Indonesia
References
BIBLIOGRAPHY
Abbasi, R., Martinez, P., & Ahmad, R. (2022). The digitization of agricultural industry—A systematic literature review on Agriculture 4.0. Smart Agricultural Technology, 2, 100042. https://doi.org/10.1016/j.atech.2022.100042
Abdullahi, K. A., Oladele, O. I., & Akinyemi, M. (2021). Attitude, knowledge and constraints associated with the use of mobile phone applications by farmers in North West Nigeria. Journal of Agriculture and Food Research, 6, 100212. https://doi.org/10.1016/j.jafr.2021.100212
Aker, J. C. (2011). Dial “A” for agriculture: A review of information and communication technologies for agricultural extension in developing countries. Agricultural Economics, 42(6), 631–647. https://doi.org/10.1111/j.1574-0862.2011.00545.x
Aker, J. C., Ghosh, I., & Burrell, J. (2016). The promise (and pitfalls) of ICT for agriculture initiatives. Agricultural Economics, 47(S1), 35–48. https://doi.org/10.1111/agec.12301
Aker, J. C., & Ksoll, C. (2016). Can mobile phones improve agricultural outcomes? Evidence from a randomized experiment in Niger. Food Policy, 60, 44–51. https://doi.org/10.1016/j.foodpol.2015.03.006
Barnes, A. P., Soto, I., Eory, V., Beck, B., Balafoutis, A., Sánchez, B., Vangeyte, J., Fountas, S., van der Wal, T., & Gómez-Barbero, M. (2019). Exploring the adoption of precision agricultural technologies: A cross regional study of EU farmers. Land Use Policy, 80, 163–174. https://doi.org/10.1016/j.landusepol.2018.10.004
Baumüller, H. (2018). The little we know: An exploratory literature review on the utility of mobile phone-enabled services for smallholder farmers. Journal of International Development, 30(1), 134–154. https://doi.org/10.1002/jid.3314
Bronson, K., & Knezevic, I. (2016). Big Data in food and agriculture. Big Data & Society, 3(1), 1–5. https://doi.org/10.1177/2053951716648174
Choruma, D. J., Dirwai, T. L., Mutenje, M., Mustafa, M., Chimonyo, V. G. P., Jacobs-Mata, I., & Mabhaudhi, T. (2024). Digitalisation in agriculture: A scoping review of technologies in practice, challenges, and opportunities for smallholder farmers in Sub-Saharan Africa. Journal of Agriculture and Food Research, 18, 101286. https://doi.org/10.1016/j.jafr.2024.101286
Coggins, S., McCampbell, M., Sharma, A., Sharma, R., Haefele, S. M., Karki, E., Hetherington, J., Smith, J., & Brown, B. (2022). How have smallholder farmers used digital extension tools? Developer and user voices from Sub-Saharan Africa, South Asia and Southeast Asia. Global Food Security, 32, 100577. https://doi.org/10.1016/j.gfs.2021.100577
Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry and research design: Choosing among five approaches (4th ed.). SAGE.
Deichmann, U., Goyal, A., & Mishra, D. (2016). Will digital technologies transform agriculture in developing countries? Agricultural Economics, 47(S1), 21–33. https://doi.org/10.1111/agec.12300
Dibbern, T., Romani, L. A. S., & Massruhá, S. M. F. S. (2024). Main drivers and barriers to the adoption of digital agriculture technologies. Smart Agricultural Technology, 8, 100459. https://doi.org/10.1016/j.atech.2024.100459
Eastwood, C., Klerkx, L., Ayre, M., & Dela Rue, B. (2019). Managing socio-ethical challenges in the development of smart farming: From a fragmented to a comprehensive approach for responsible research and innovation. Journal of Agricultural and Environmental Ethics, 32(5–6), 741–768. https://doi.org/10.1007/s10806-017-9704-5
Fabregas, R., Kremer, M., & Schilbach, F. (2019). Realizing the potential of digital development: The case of agricultural advice. Science, 366(6471), eaay3038. https://doi.org/10.1126/science.aay3038
Fernando, A. N. (2021). Seeking the treated: The impact of mobile extension on farmer information exchange in India. Journal of Development Economics, 153, 102713. https://doi.org/10.1016/j.jdeveco.2021.102713
Fielke, S., Taylor, B., & Jakku, E. (2020). Digitalisation of agricultural knowledge and advice networks: A state-of-the-art review. Agricultural Systems, 180, 102763. https://doi.org/10.1016/j.agsy.2019.102763
Granado-Díaz, R., Colombo, S., Romero-Varo, M., & Villanueva, A. J. (2024). Farmers’ attitudes toward the use of digital technologies in the context of agri-environmental policies. Agricultural Systems, 221, 104129. https://doi.org/10.1016/j.agsy.2024.104129
Ingram, J., & Maye, D. (2020). What are the implications of digitalisation for agricultural knowledge? Frontiers in Sustainable Food Systems, 4, 66. https://doi.org/10.3389/fsufs.2020.00066
Klerkx, L., Jakku, E., & Labarthe, P. (2019). A review of social science on digital agriculture, smart farming and Agriculture 4.0: New contributions and a future research agenda. NJAS—Wageningen Journal of Life Sciences, 90–91, 100315. https://doi.org/10.1016/j.njas.2019.100315
Klerkx, L., & Rose, D. C. (2020). Dealing with the game-changing technologies of Agriculture 4.0: How do we manage diversity and responsibility in food system transition pathways? Global Food Security, 24, 100347. https://doi.org/10.1016/j.gfs.2019.100347
Kudama, G., Dangia, M., Wana, H., & Tadese, B. (2021). Will digital solution transform Sub-Sahara African agriculture? Artificial Intelligence in Agriculture, 5, 292–300. https://doi.org/10.1016/j.aiia.2021.12.001
Magesa, M., Jonathan, J., & Urassa, J. (2023). Digital literacy of smallholder farmers in Tanzania. Sustainability, 15(17), 13149. https://doi.org/10.3390/su151713149
Mehrabi, Z., McDowell, M. J., Ricciardi, V., Levers, C., Martinez, J. D., Mehrabi, N., Wittman, H., Ramankutty, N., & Jarvis, A. (2021). The global divide in data-driven farming. Nature Sustainability, 4, 154–160. https://doi.org/10.1038/s41893-020-00631-0
Michels, M., Fecke, W., Feil, J.-H., Musshoff, O., Pigisch, J., & Krone, S. (2020). Smartphone adoption and use in agriculture: Empirical evidence from Germany. Precision Agriculture, 21(2), 403–425. https://doi.org/10.1007/s11119-019-09675-5
Nakasone, E., Torero, M., & Minten, B. (2014). The power of information: The ICT revolution in agricultural development. Annual Review of Resource Economics, 6, 533–550. https://doi.org/10.1146/annurev-resource-100913-012714
Ortiz-Crespo, B., Steinke, J., Quirós, C. F., van de Gevel, J., Daudi, H., Mgimiloko, M. G., & van Etten, J. (2021). User-centred design of a digital advisory service: Enhancing public agricultural extension for sustainable intensification in Tanzania. International Journal of Agricultural Sustainability, 19(5–6), 566–582. https://doi.org/10.1080/14735903.2020.1720474
Paustian, M., & Theuvsen, L. (2017). Adoption of precision agriculture technologies by German crop farmers. Precision Agriculture, 18(5), 701–716. https://doi.org/10.1007/s11119-016-9482-5
Pesci, S., Galt, R. E., Durant, J. L., Manser, G. M., Asprooth, L., & Pinzón, N. (2023). A digital divide in direct market farmers’ online sales and marketing: Early pandemic evidence from California. Journal of Rural Studies, 101, 103038. https://doi.org/10.1016/j.jrurstud.2023.103038
Porciello, J., Coggins, S., Mabaya, E., & Otunba-Payne, G. (2022). Digital agriculture services in low- and middle-income countries: A systematic scoping review. Global Food Security, 34, 100640. https://doi.org/10.1016/j.gfs.2022.100640
Purnomo, S. H., & Kusnandar. (2019). Barriers to acceptance of information and communication technology in agricultural extension in Indonesia. Information Development, 35(4), 512–523. https://doi.org/10.1177/0266666918767484
Rogers, E. M. (2003). Diffusion of innovations (5th ed.). Free Press.
Rose, D. C., Wheeler, R., Winter, M., Lobley, M., & Chivers, C.-A. (2021). Agriculture 4.0: Making it work for people, production, and the planet. Land Use Policy, 100, 104933. https://doi.org/10.1016/j.landusepol.2020.104933
Shang, L., Heckelei, T., Gerullis, M. K., Börner, J., & Rasch, S. (2021). Adoption and diffusion of digital farming technologies—Integrating farm-level evidence and system interaction. Agricultural Systems, 190, 103074. https://doi.org/10.1016/j.agsy.2021.103074
Steinke, J., Achieng, J. O., Hammond, J., Kebede, S. S., Mengistu, D. K., Mgimiloko, M. G., Mohammed, J. N., Musyoka, J., Sieber, S., van de Gevel, J., van Wijk, M., & van Etten, J. (2019). Household-specific targeting of agricultural advice via mobile phones: Feasibility of a minimum data approach for smallholder context. Computers and Electronics in Agriculture, 162, 991–1000. https://doi.org/10.1016/j.compag.2019.05.026
Tey, Y. S., & Brindal, M. (2012). Factors influencing the adoption of precision agricultural technologies: A review for policy implications. Precision Agriculture, 13(6), 713–730. https://doi.org/10.1007/s11119-012-9273-6
Van Campenhout, B., Spielman, D. J., & Lecoutere, E. (2021). Information and communication technologies to provide agricultural advice to smallholder farmers: Experimental evidence from Uganda. American Journal of Agricultural Economics, 103(1), 317–337. https://doi.org/10.1002/ajae.12089
Zhang, J., & Mishra, A. K. (2024). ICT adoption, commercial orientation and productivity: Understanding the digital divide in rural China. Smart Agricultural Technology, 9, 100560. https://doi.org/10.1016/j.atech.2024.100560
