Use of Information Technology in the Marketing of Agricultural Products with the UTAUT Approach

The fast advancement of information technology is reported to have a profound impact on various aspects of the community, including the agriculture sector. On the other hand, the millennial generation who are sensitive to technological advances are reportedly less interested in agriculture. Apart from that, millennial farmers also have not optimized the use of information technology to market their agricultural products. Hence, the purpose of this study is to investigate the factors that encourage millennial farmers in Central Java to use information technology in marketing agricultural products using a Unified Theory of Acceptance and Use of Technology (UTAUT) approach. The location and samples were purposively determined in Central Java. A total of 120 millennial farmers were included in the sample population, and data analysis was conducted using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. The findings indicated that behavior intention to use information technology were influenced by performance expectancy, effort expectancy, and facilitating conditions, then, behavior intention would influence use behavior. Based on these findings, motivation and self-confidence need to be instilled to accelerate the adoption of innovation and technology towards modern agriculture. This research will be useful for the government in creating a program or policy.

Use of Information Technology in the Marketing of Agricultural Products with the UTAUT Approach Keywords:

Adoption of technology , Behavior intention , Millennial farmers , Structural Equation Modeling.