Analysis of Agricultural Content on Social Media (Youtube) in Changing the Younger Generation's Perception of Urban Farming
Hairi Firmansyah, Petrus Suse Kobesi, Mariani, Windi Bunga Devita, Nurmelati Septiana
Zenodo (CERN European Organization for Nuclear Research)
Urban Farm DB summary
This study analyzed the effectiveness of urban farming content on YouTube in changing the younger generation's perception of urban farming, using a descriptive quantitative approach with primary data collected via questionnaires. Findings showed practical farming tutorials were the most popular content (49%), and the cognitive dimension had the highest average score (3.44), indicating increased understanding of urban farming concepts and techniques. The behavioral intention dimension was second highest (3.34), with the intention to grow vegetables at home scoring highest (3.85), while the affective dimension (3.24) suggested emotional and motivational aspects need strengthening.