Wijaya, I Made Indra (2025) Analisis Faktor-Faktor Yang Mempengaruhi Minat Petani Buah Naga Dalam Mengadopsi Elektrifikasi Pertanian Melalui Program Electrifying Agriculture Di Kabupaten Banyuwangi. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Penelitian ini dilatarbelakangi oleh penurunan produktivitas buah naga di Kabupaten Banyuwangi yang tidak sebanding dengan peningkatan luas lahan, serta tingginya biaya operasional petani akibat penggunaan genset. Sebagai solusi, program Electrifying Agriculture yang diinisiasi oleh PT PLN menawarkan alternatif sumber energi yang lebih hemat dan ramah lingkungan. Meskipun manfaatnya terbukti, adopsi program ini belum optimal di kalangan petani buah naga, sehingga diperlukan analisis terhadap faktor-faktor yang memengaruhi minat adopsi teknologi tersebut. Oleh karena itu, penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi minat adopsi (intention to adopt) program Electrifying Agriculture oleh petani buah naga di Kabupaten Banyuwangi. Kerangka teori yang digunakan merupakan gabungan dari Technology Acceptance Model (TAM) dan Unified Theory of Acceptance and Use of Technology (UTAUT), dengan penambahan variabel trust serta peran mediasi dari attitude. Data dikumpulkan melalui survei kuesioner terhadap 389 petani buah naga, dan dianalisis menggunakan metode Partial Least Squares - Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived usefulness, perceived ease of use, facilitating conditions, dan attitude memiliki pengaruh signifikan terhadap intention to adopt. Sebaliknya, trust tidak berpengaruh signifikan terhadap minat adopsi. Temuan lainnya menunjukkan bahwa attitude hanya memediasi pengaruh dari perceived usefulness dan facilitating conditions, namun tidak memediasi pengaruh dari trust dan perceived ease of use. Strategi peningkatan adopsi dirancang menggunakan model SOSTAC, dengan fokus pada pemetaan segmen petani potensial, pembentukan citra program sebagai solusi modern dan hemat energi, serta promosi edukatif melalui pelatihan dan media sosial. Taktik tambahan seperti program rujukan, booth konsultasi, dan distribusi buku saku juga diusulkan untuk memperluas jangkauan informasi. Penelitian ini memberikan kontribusi praktis terhadap pengembangan strategi elektrifikasi pertanian berbasis pelanggan, serta kontribusi teoritis melalui integrasi variabel trust dan attitude dalam model adopsi teknologi.
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This study is motivated by the declining productivity of dragon fruit in Banyuwangi Regency, which is not proportional to the expansion of cultivated land, as well as the high operational costs faced by farmers due to the use of diesel generators. As a solution, the Electrifying Agriculture program initiated by PT PLN offers a more economical and environmentally friendly alternative energy source. Despite its proven benefits, the adoption of this program among dragon fruit farmers remains suboptimal, highlighting the need for an analysis of the factors that influence farmers’ intention to adopt the technology. Therefore, this study aims to analyze the factors that affect the intention to adopt the Electrifying Agriculture program among dragon fruit farmers in Banyuwangi Regency. The theoretical framework integrates the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), with an extension by incorporating the trust variable and attitude as a mediating construct. Data were collected through questionnaires distributed to 389 dragon fruit farmers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that perceived usefulness, perceived ease of use, facilitating conditions, and attitude significantly influence the intention to adopt the program. In contrast, trust does not have a significant impact. Moreover, attitude only mediates the effects of perceived usefulness and facilitating conditions, but not trust or perceived ease of use. Strategic recommendations to enhance adoption were developed using the SOSTAC model, focusing on segmenting potential farmer groups, building a modern and energy-efficient image of the program, and implementing educational promotion via training, social media, and success stories. Operational tactics such as referral programs, consultation booths, and farmer-friendly handbooks are also proposed. This study provides practical implications for the development of customer-centered agricultural electrification strategies and contributes theoretically by enriching adoption models with trust and attitude constructs.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Adopsi Teknologi, Electrifying Agriculture, PLS-SEM, TAM, UTAUT, Adoption of Technology |
| Subjects: | S Agriculture > S Agriculture (General) |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | I Made Indra Wijaya |
| Date Deposited: | 01 Aug 2025 05:02 |
| Last Modified: | 01 Aug 2025 05:02 |
| URI: | http://repository.its.ac.id/id/eprint/124530 |
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