Community-Based Collaborative Farmer Communication Model to Enhance Farmer Engagement and Social Networks (Case Study of Farmer Groups in Bikomi Tengah District)

Abstract

Farmer-to-farmer communication in Bikomi Tengah District faces limitations in digital media use, access to agricultural information, and structured communication forums. Geographical conditions, education, and age contribute to direct and informal interactions, highlighting the importance of community-based collaborative communication for farmer engagement and social networks. This study aims to analyze patterns of community-based collaborative communication and their relationship with farmer engagement and social networks. A quantitative approach was employed using a survey through questionnaires, supported by Focus Group Discussions (FGDs). Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The findings indicate that farmers’ communication and social networks have been established through direct interaction and participation in farmer group, although digital media use remains low. Collaborative communication is positively related to farmer engagement and social networks through the exchange of information, experiences, and knowledge among farmers, farmer groups, and agricultural extension workers. These findings indicate the need to strengthen collaborative communication through face-to-face interaction, farmer groups, and farmers’ capacity to utilize digital media.