IMPROVING FARMER PARTICIPATION IN DIGITAL PLATFORM BY USING GAMIFICATION: AN AGENT- BASED MODEL APPROACH

• Main Author: FRANCISKA FAJARINI, PUTU
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/64694
• Institution: Institut Teknologi Bandung

Digital agriculture emerges as a new method for effectively managing coordination in agriculture. It improves the agricultural system by reinforcing agriculture coordination through adequate knowledge sharing as an outcome of data and information sharing. Unfortunately, the adoption rate of digital agricultural technology by smallholder farmers in Indonesia remains low. Personality dimensions and low motivation of farmers are reasons for this low adoption rate. With these considerations in mind, it is essential to determine the right policies to increase adoption, especially of digital platforms among farmers in Indonesia. Like those mentioned earlier, the author used the motivational characteristics represented in the goal achievement theory as the underlying theory to determine the pattern of technology adoption among farmers. Achievement goals perceive as (moderately) particular competence standards and cognitive portrayals that focus on competencebased possibility. According to this theory, individuals can be grouped into four characteristics: mastery approach, mastery avoidance, performance-approach, and performance-avoidance. By conducting agent based modeling and simulation, this study takes a different approach by proposing gamification in digital platform utilization, aiming to increase participation in supply chain coordination. In addition, this study tries to perceive agricultural supply chain coordination from new perspectives Agriculture 4.0, while previous research about agricultural supply chain coordination is closely related to contract to farm. Case study in Petani Muda Keren Bali Community conducted in this research to explored and model the digital platform adoption among the farmers in the community. To bridge the coordination among farmers’ and cooperatives, the community built a mobile-based platform named Bali Organik Subak (BOS). The result of the study indicated that mastery approach and performances approach significantly influence rate adoption compared to other types. In addition, the simulation of proposed model with gamification indicated that when the adoption probability is increased to the smallest value of 10% with the presence of gamification, the average adoption rate increases by 5% from 0.62 to 0.5, and the probability of adoption by all farmers requires a relatively shorter time of 3 months from 19 months to 16 months. Keyword: Agricultural supply chain coordination, agriculture 4.0, digital platform, goal achievement theory, gamification, agent based simulation.