The Influence of Social Media on Market Access Expansion and Independence of Millennial Farmers in the Agribusiness System

Abstract

The transformation of digital technology in rural agribusiness supply chains represents an important alternative adaptation amidst shifting public consumption patterns and the challenges of farmer regeneration. This study aims to analyze the association between social media utilization, market access expansion, and the autonomy of millennial farmers within the agribusiness system of Trienggadeng Sub-District, Pidie Jaya Regency, focusing on Gampong Tampui and Gampong Mee Peuduek as primary production centers. Employing a quantitative associative approach, this study applied a saturated sampling (census) method to a population of 40 millennial farmers who actively utilize social media. Data were collected using structured questionnaires based on a 5-point Likert scale (consisting of 24 items) and supplemented by semi-structured in-depth interviews. Statistical analysis was performed using Simple Linear Regression models. The empirical results demonstrated that social media utilization is positively and significantly associated with market access expansion (R² = 0.645, p = 0.000) and farmer autonomy (R² = 0.512, p = 0.000). In the simple regression models, the social media variable explains 64.5% of the variation in market access scores and 51.2% of the variation in autonomy scores. Qualitative findings confirmed that access to transparent information via digital networks supports farmers in expanding marketing alternatives and improves their bargaining position relative to traditional supply chains.