ADOPTION OF TECHNOLOGY ACCEPTANCE MODEL (TAM) ON AGRICULTURE-RELATED MOBILE APPS FOR FARMERS IN WEST JAVA PROVINCE, INDONESIA
n today’s world, digital transformation is crucial for business in order to be more effective, efficient and have a competitive advantage against its competition; agriculture sector is no exception. However, in Indonesia, the number of farmers keeps declining from its glory about 30 years ago of...
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| Format: | Theses |
| Language: | Indonesia |
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| Online Access: | https://digilib.itb.ac.id/gdl/view/62828 |
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| Institution: | Institut Teknologi Bandung |
| Language: | Indonesia |
| Summary: | n today’s world, digital transformation is crucial for business in order to be more effective,
efficient and have a competitive advantage against its competition; agriculture sector is no
exception. However, in Indonesia, the number of farmers keeps declining from its glory about 30
years ago of 55% from the total workforce to around 28% in 2019. The job is no longer popular
especially for younger people because of its low wage and the hard, physical work. The declining
number of farmers poses threat in terms of farmers regeneration and food security. If the trend
continues, by 2063 Indonesia will no longer have any farmers and will be heavily dependable on
other country to supply the food. Digitalization in agriculture technology can be one of the
solutions to answers the problem: attracting younger crowd to be a farmer which leading to higher
food security. In fact, the use of digital agriculture is not limited to young farmers but everyone
who works in agriculture related jobs because employing digital agriculture can cut costs, alleviate
the burden of hard work, and makes farming activities more manageable, to name a few. But this
change in farming behavior might be hard for some people because the unfamiliarity with the
technology itself. Telkom Indonesia’s latest platform, Agree, aspires to take parts in agriculture
digitalization in Indonesia by providing collaboration ecosystem and services related to agriculture
in form of mobile application. Nonetheless, the factors and features affecting the willingness of
people to try using the mobile apps is still unknown. In this research conducted in West Java,
Technology Acceptance Model (TAM) were performed in order to understand the factors affecting
actual mobile apps usage, followed by semi-structured interview to get insight on what kind of
feature that farmers and agriculture-related workers need the most. The results shows that
perceived usefulness of the application has the biggest influence on decision to using the
technology, while the ranking of the feature needed by farmers are access to market, access to
funding, and the price information.
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