Faktor Penggunaan Media Sosial Dalam Kalangan Pekebun Kecil Sawit (Factors Influencing Social Media Use Among Small Palm Oil Farmers)

Abstract

Media sosial merupakan platform untuk penyebaran pengetahuan dan komunikasi dalam semua bidang termasuklah industri sawit. Namun, penggunaan media sosial bagi pengurusan kebun sawit masih rendah dalam kalangan pekebun kecil. Justeru, objektif kajian ini adalah untuk mengenalpasti faktor yang mempengaruhi penggunaan media sosial di kalangan pekebun kecil. Bagi tujuan tersebut, temubual dilakukan bersama kumpulan pekebun kecil yang menguruskan sendiri ladang sawit dan pekebun kecil yang berada di bawah pengurusan Felda. Data daripada temubual dianalisis secara kualitatif dengan menggunakan perisian Nvivo. Dapatan kajian menunjukkan maklumat berkaitan sawit daripada media sosial dapat menjimatkan kos, meningkatkan hasil serta menambah produktiviti. Malah, maklumat pengeluaran produk lain daripada media sosial juga digunakan oleh pekebun kecil bagi menjana pendapatan sampingan. Media sosial juga dapat membantu pekebun kecil menyelesaikan sebarang masalah tentang pengurusan kebun sawit. Namun yang penting, media sosial juga dilihat meningkatkan kesetiaan pelanggan, membolehkan pekebun mendapat maklum balas daripada pelanggan serta menggalakkan pekebun melakukan inovasi. Ini dapat menjamin perkembangan industri sawit yang mapan. Justeru, kesedaran pekebun kecil berkaitan penggunaan media sosial dalam pengurusan kebun sawit perlu dipertingkatkan terutama menerusi dasar yang dibuat oleh kerajaan dan badan bukan kerajaan. Ini penting untuk menggalakkan penggunaan media sosial ke arah menambah pengeluaran dan pendapatan dalam industri sawit terutama dalam kalangan pekebun kecil.

Abstract: Social media is a platform for the dissemination of knowledge and communication in all fields, including the palm oil industry. However, the use of social media for managing oil palm plantations is still low among smallholders. Therefore, the objective of this study is to identify the factors influencing the use of social media among smallholders. For this purpose, interviews were conducted with a group of smallholders who manage their own oil palm plantations and smallholders who are under Felda management. Data from the interviews were analysed qualitatively using Nvivo software. The study findings show that information related to oil palm from social media can save costs, increase yields, and improve productivity. In fact, information on the production of other products from social media is also used by smallholders to generate additional income. Social media can also help smallholders solve any problems they have regarding palm oil plantation management. However, importantly, social media is also seen as increasing customer loyalty, allowing farmers to receive feedback from customers, and encouraging farmers to innovate. This can ensure the sustainable development of the palm oil industry. Therefore, awareness among smallholders regarding the use of social media in managing oil palm plantations needs to be increased, especially through policies made by the government and non-governmental organisations. This is important for encouraging the use of social media towards increasing production and income in the palm oil industry, especially among smallholders.

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