Towards the Empowerment of Social Media in the Development of

Chilli Businesses in the “Tunas Harapan” Farmer Group in

Pangurabaan Village, Sipirok Tapanuli Selatan

Syafruddin Pohan

, Lusiana Andriani Lubis

Lecturers in the Master of Communication Science,

University of Sumatera Utara

Jalan Flamboyan Raya Kompl. Waikiki Blok C/35, Medan 20134 Sumatera Utara, Indonesia

Keywords: internet media, downstream, chili, technopreneurship

Abstract: Tunas Harapan Farmer Group in Pangurabaan Village in Sipirok Subdistrict is the center of chilli

business development not only in Sipirok District, but for South Tapanuli Regency. Besides being

able to meet the needs of the local market in Sipirok District, the harvest is also marketed to West

Sumatra. This phenomenon is really interesting because, this farmer group was born and developed

from internet media. Another thing is also important, when viewed from the aspect of capital and

technical mastery of agriculture, they exist without the involvement of the government and the

Regional Representative Council of South Tapanuli Regency. This research uses mixed methods,

between quantitative research through surveys and qualitative research through interviews and focus

group discussions / focus group discussions. The results showed that the use of internet-based media

such as Facebook and WhatsApp contributed to the development of chilli crops, but internet media

had not been used for start-up marketing. The recommendation of this research is the need for training,

mentoring and internet-based media literacy for the development of marketing and downstream

processing of chilli products.

1 INTRODUCTION

Internet-based media is not a strange thing for the

people of Indonesia, even the users are not only from

the teenagers, they have even penetrated into various

community activities, including farmers. The benefits

of social media actually depend on how people use

them. The use of internet-based media such as cell

phones is no longer a difficult thing to find. In the

past, the use of devices (gadgets) only existed in the

upper classes, nowadays almost all levels of

Indonesian society have been touched by the

development of this technology.

Raya et al. (2011), reported that: "Education has a

relationship to the use of communication media. The

use of communication media includes interpersonal

and internet media. The higher the level of education,

then someone will often and interact with family

members and people around. Likewise with internet

communication media, which is able to provide all the

information sought must be balanced with the skills

to use media, such as computers and cellular phones."

Study Arifianto (2016) concludes that: "Internet-

based (smartphone) media at this time have

developed into enablers and play an important role in

all sectors of human life. As a tool, it can be

used as a tool for empowerment.

Harmoko and Erik Darmansyah (2016) examined

the grassroots community of traditional fishermen

whose conditions are still very vulnerable. In their

research section said: "The factors that influence

farmers in accessing agricultural information are the

cosmopolitan level. The higher (often) farmers seek

agricultural information, the higher access to

information. In vegetable farmers and rice farmers

there are significant differences in access to

agricultural information, agricultural information

needed by vegetable farmers is marketing, while rice

farmers are technology of production (cultivation) ".

To improve farmers' access to agricultural

information, farmer groups can manage information

obtained from relevant partners to be disseminated to

a number of farmer group members through regular

group meetings. In addition, training on the use of

Pohan, S. and Lubis, L.

Towards the Empowerment of Social Media in the Development of Chilli Businesses in the “Tunas Harapan” Farmer Group in Pangurabaan Village, Sipirok Tapanuli Selatan.

DOI: 10.5220/0010099617651770

In Proceedings of the International Conference of Science, Technology, Engineering, Environmental and Ramiﬁcation Researches (ICOSTEERR 2018) - Research in Industry 4.0, pages

1765-1770

ISBN: 978-989-758-449-7

 2020 by SCITEPRESS – Science and Technology Publications, Lda. All r ights reserved

1765

information technology in the form of the internet and

its devices can be considered.This research takes a

"gap" that has not been filled by the three studies.

First, Raya research and friends, requires a level

of education and skills when using internet-based

communication media. In other respects, Arifianto's

study focused on fishing communities and farmers

with survey research only, while this research used

mixed methods. Next research

Harmoko and Erik Darmansyah are only based on

the assumption that social media is merely limited to

gratification or commonly called "uses gratifications

model" in the study of communication. In this study

the media is not assumed to be a motive for public

fulfillment, but towards the concepts of togetherness

(kinship) and the spirit of sharing.

2 METHODOLOGY AND

THEORY

This research takes mixed methods with qualitative

and quantitative approaches with a qualitative

research focus. All members of the farmer group were

sampled and were the subject of the study. Research

like this aims to analyze individually, groups and

organizations (Bungin, 2015, Kriyantono, 2008).

This kind of research can also be used to describe and

explain the phenomenon of research subjects

structurally and functionally. Data collection

techniques include distributing questionnaires, Focus

Group Discuss (FGD) and observation. Data analysis

uses constant comparative techniques by comparing

one type of data to another, (Kriyantono, 2008: 264).

The Social Construction of Technology (SCOT)

theory belonging to Bjjker & Huges Pinch (1987)

holds that: "New media technology including its

application content can construct social and cultural

values (local wisdom) of the user community. On the

contrary, the social and cultural values that develop in

the community can also construct new media

technologies and their application content in

accordance with the user's local wisdom.Seladurai

(2016) in his study argued: "Technopreneurship is the

application of technology-based business concepts

that play a key role in entrepreneurship and dominate

the industrial world this century."

2.1 Activities of Internet Media / Social

Media for Farming

This question was raised with an assumption when

the farmer group was already actively producing

chilli crops using internet-based media.

Table 1. Use of internet media or social media for the

purposes of farming work

Freque

ncy

Percent

Valid

Percent

Cumulative

Percent

valid

still

8 47.1% 47.1% 47.1%

Rarely 5 29.4% 29.4% 76.5%

eve

4 23.5% 23.5% 100.0%

Total 17 100.0% 100.0%

From Table 1 can be seen as many as 8 respondents

and the largest number chose still using internet

media or social media for the purposes of working

farming with a percentage of 47.1%. In the second

place, 5 respondents with 29.4% chose rarely to use

internet or social media for this purpose. The

remaining 4 respondents chose never again as much

as 23.5%. The total percentage of the results of the

respondent's answer is 100% then all respondents fill

in the answers to the questionnaire.

From the observation activities showed that farmers

who are active using WhatsApp and Facebook are

Julpan, Moradi Pane and Mara Adil Hutasuhut. Even

on the sidelines of the interview, occasionally Moradi

showed his conversation on Facebook or even

recorded the conversation via WhatsApp.

2.2 Level of Dependency using the

Internet to Plant

Farmers with high dependency category are three

social media activists in the Tunas Harapan farmer

group, respectively Moradi, Julpan and Raja Siregar.

47,1%

29,4%

23,5%

Useofinternet…

Still

Rarely

Never

ICOSTEERR 2018 - International Conference of Science, Technology, Engineering, Environmental and Ramiﬁcation Researches

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This is marked by conversations on Facebook,

WhatsApp and video calls or Skype. Categories are

being interpreted as occasionally using social media

if needed.

Table 2. Level of dependency in using the internet for

farming purposes

Freq

Perce

Valid

Percent

Cumulat

ive

Percent

Val

High

17.6

17.6% 17.6%

Medium

58.8

58.8% 76.5%

Low

23.5

23.5% 100.0%

Total

100.0

100.0%

In Table 4 there are 11 respondents (64.7%)

classified as internet users at the medium category

level, and as many as 6 respondents (35.3%)

including the beginner level.

Table 2. shows there are 3 respondents and that is

the lowest choice in filling out the questionnaire

choosing a high level of dependency in using the

internet for the purpose of planting with a percentage

of 17.6%. The highest percentage of respondents is

10 respondents with 58.8% choosing rarely in terms

of their level of dependence using the internet for the

purposes of these needs. Four respondents chose a

low dependency level of

2.3 Use of Time to Access the Internet /

Day

Field observations indicate that the most frequent

activity of farmers using social media is at day or

night breaks after being at home. Their working hours

are generally around 06.30-10.30 in the morning.

Working hours are activities in the fields such as

caring for, fertilizing, cleaning plants and harvesting

chili. Harvest schedules are Wednesday and

Saturday. Thursday and Sunday they are not in the

fields, but rest or meet at the coffee shop. In this

coffee shop they exchanged information and

experience, especially information from Kembang

Langit KPO in Garut, West Java.

Klinik Pertanian Organik/KPO ( Organic Agriculture

Clinic) is a kind of consultant or discussion partner

(sharing) via the internet, WA or FB. The topic of

discussion at the coffee shop was owned by Raja

Hutasuhut, a community figure who was deeply

attached to the heart of the members of the Tunas

Harapan farmer group. The approach to the farmers is

proven by placing a special room in the stall if there

is a need for discussion or certain guests.

Table 3. Use of Time to access the internet/day 5%.

Freque

ncy

Percen

Valid

Percen

Cumulat

ive

Percent

Valid 0

hour

1 5.9% 5.9% 5.9%

1-2

hours

15 88.2% 88.2% 94.1%

3-4

hours

1 5.9% 5.9% 100.0%

Total 17 100.0 100.0

From Table 3 it can be seen that 15 respondents

(88.2%) used 1-2 hours / day to access the internet /

social media. While each of the 1 respondent (5.9%)

spent internet and social media between 0-4 hours

17,6%

58,8%

23,5%

Levelofdependencyinusing

theinternetforfarming

purposes

High

Medium

Low

5,9%

88,2%

5,9%

UseofTimetoaccessthe

internet/day

0hours

1‐2hours

3‐4hours

Towards the Empowerment of Social Media in the Development of Chilli Businesses in the “Tunas Harapan” Farmer Group in Pangurabaan

Village, Sipirok Tapanuli Selatan

1767

35,3%

64,7%

LevelsinUsingtheInternet

andSocialMedia.

Beginner

Medium

2.4 Levels in using the Internet and

Social Media

Social media users here are classified into beginner

and medium levels, although in certain cases it is

difficult to distinguish between the middle and

advanced classes. This is because social media

devices are increasingly easier to operate and more

functions are offered.

Table 4. Levels in Using the Internet and Social Media

Frequ

ency

Perce

Valid

Perce

Cumulative

Percent

Valid

Beginn

5.3%

35.3%

Medi

4.7%

100.0%

Total

00.0

2.5 Source of Ideas from the Internet

Internet-based media, including social media turned

out to be the main source of ideas. With the

advantages of visual and audio display on this media,

the user community is interested in trying on the farm.

Table 5. Source of Ideas From the Internet

Freque

ncy Percent

Valid

Percent

Cumulative

Percent

Vald Yes 16 94.1% 94.1% 94.1%

o 1 5.9% 5.9% 100.0%

Total 17 100.0% 100.0%

From Table 5 it is known that as many as 16

respondents (94.1) said the ideas for growing chillies

were sourced from the internet and social media. On

the other hand, only 1 respondent (5.9%) claimed that

the idea of chilli cultivation was not from the internet

and social media.

3 DISCUSSIONS

Internet-based media in operational research in the

field are the media that are used effectively and

functionally in the form of webside, WhatsApp,

Facebook and Skype. This media gave birth to the

Tunas Harapan farmer group in Sipirok, South

Tapanuli Regency. Even from internet-based media it

is this that fosters, motivates and gives their life

expectancy as a profession to earn a living.

The social technology construction theory of Bijker

and Pinch argues that technology always adjusts to

the needs of its users, including the social, cultural

and local wisdom of a society. This theory derives

from the thought of constructivism paradigm which

views this world as a result of human construction,

news is the result of the construction of the media or

journalists and so on.

Correlations

Use of

internet

media for

farming

purposes

Level of

dependen

cy in

using the

internet

to grow

chillies

Use of internet

media for

farming purposes

Pearson

Correlation

1 -.430

Sig. (2-tailed)

.085

N 17 17

Level of

dependency in

using the internet

to grow chillies

Pearson

Correlation

-.430 1

Sig. (2-tailed) .085

N 17 17

Coefficients

Model

Unstandardiz

Coefficients

Standar

dized

Coeffic

ients t Sig.

ICOSTEERR 2018 - International Conference of Science, Technology, Engineering, Environmental and Ramiﬁcation Researches

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Std.

Error Beta

1 (Consta

nt)

-.267 .658

-.405 .691

Use o

Time to

access

the

internet/d

.733 .473 .461 1.551 .143

Source o

Ideas

From the

Internet

.533 .689 .230 .774 .452

a. Dependent Variable: Levels in Using the Internet an

social media

The data above shows that the value of Sig. for the

length of time spent accessing the internet in a day is

0.143 (p> 0.05), therefore the hypothesis is rejected,

meaning the variable time spent to access the internet

in a day does not have a significant effect on the level

of using the internet.

Furthermore, for the variable ideas obtained from

the internet, the data above shows the value of Sig.

amounting to 0.452 (p> 0.05), therefore the

hypothesis is rejected, meaning that the idea variables

obtained from the internet have no significant effect

on the level of using the internet.

This hypothesis supports social technology

construction theory which argues that a technology

always adjusts to human needs. Exemplified by the

bicycle as a finding of technology in its time, it was

originally intended for men's needs, but human needs

developed and adjusted to the situation so that

eventually bicycles were also produced for women's

needs.The use of new media to access information in

the agricultural sector is related to the proximity of

information needs, at the level of social and cultural

structures in society.

The proximity of information needs, can be

interpreted by the type of information that is in

accordance with the social and cultural structure of

farmers and fishermen. Social structures are social

structures or structures that make up social groups in

a society. The social structure can be horizontal or

vertical. Examples of horizontal social structures are

groups of farmers. It could also be a group of farmers

who are Muslims, Christians, Catholics, Hindus,

Buddhists, Confucians and the like. His distinctive

characteristics in the group are not multilevel. In the

community, the position is the same between one

group and another.

While examples of vertical social structures are

groups of farmers and rich fishermen and poor

farmers and fishermen groups. This concept clearly

shows a different position in society. The rich are in

a higher place than the poor. While the cultural

structure something that affects the level of

knowledge, ideas and ideas in the human mind, in the

pattern of everyday life.

Concrete patterns of community life that

influence the perspective of farmers' culture and in

using internet-based media.These three components

can affect a person in communicating through the

media, including when farmers use social media to

access information needs.

Differences in the way of communicating, or

patterns of use of internet-based internet are not

limited to the peasant community. The difference in

diversity also occurs between different farming

communities in different geographical, social and

cultural structures. This diversity of social and

cultural communication patterns distinguishes their

perspective in accessing information through the use

of new internet-based media.

4 RESULTS

For the Tunas Harapan farmer group, internet-based

technology does not determine human actions, but

technology is formed to adapt human needs.

The use of internet-based media such as

WhatsApp and and Facebook relates to its social

context, as in South Tapanuli, the philosophy of

ANOVA

Model

Sum of

Squares

Mean

Square F Sig.

1 Regression 2.125 1.063 5.072 .022

Residual

2.933 .210

Total

5.059

a. Dependent Variable: Levels in Using the Internet an

social media

b. Predictors: (Constant), Ideas obtained from the internet,

length of time spent accessing the internet in a day

Towards the Empowerment of Social Media in the Development of Chilli Businesses in the “Tunas Harapan” Farmer Group in Pangurabaan

Village, Sipirok Tapanuli Selatan

1769

"Dalihan Na Tolu" is to determine the benefits of

technology.

5 CONCLUSION AND

RECOMENDATION

To optimize the downstream chili products and their

derivatives, the Farmers Group in Sipirok needs to

partner with the government and entrepreneurs from

South Tapanuli.

ACKNOWLEDGMENT

Thank you to the University of Sumatera Utara for

providing Talenta 2018 assistance for this Applied

Research.

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