Model Kemitraan Agribisnis Berbasis Digital dalam Meningkatkan Kesejahteraan Petani Milenial

Abstract

The development of digital technology has brought about significant changes in various sectors, including the agricultural sector. Amid the various challenges farmers still face, such as limited market access and low bargaining power, digital-based agribusiness partnerships have emerged as a potential solution capable of improving farmers’ efficiency and well-being. This study aims to understand how digital-based agribusiness partnership models are implemented and how they impact the well-being of millennial farmers. This study employs a qualitative approach, with the research conducted in Deli Serdang Regency. Data was collected through an online questionnaire distributed via Google Forms over a one-month period. The respondents in this study were millennial farmers who have utilized digital technology in their agribusiness activities. Research findings indicate that the digital-based agribusiness partnerships implemented tend to be flexible and utilize digital platforms such as social media and online marketplaces as their primary channels. These partnerships have a positive impact on farmers’ well-being, particularly in terms of increased income, easier market access, and distribution efficiency. However, several challenges remain, such as limited infrastructure and a lack of technological understanding among farmers. Overall, digital-based agribusiness partnerships hold great potential for improving the well-being of millennial farmers, but they require support from various stakeholders to function optimally.