SOCIAL MEDIA ANALYSIS ON SOCIAL CAPITAL OF NILAM FARMERS IN MINAHASA SELATAN REGENCY

Povzetek

The novelty of this study is that social media can strengthen networks among farmers in social empowerment and improve the economy of farmers in rural areas. This study aims to analyse the influence of social media use on the social capital of nilam (Pacthouli) farmers in Minahasa Selatan Regency. The research was conducted over six months, from January to June 2025, using a descriptive approach through survey and interview methods. A total of 100 farmers were selected as respondents using purposive sampling techniques. The data collected consisted of primary data through direct interviews and secondary data from relevant institutions. The variables observed included farmer characteristics (education, age, land area, income, expenditure, digital device ownership, and internet access duration), social capital aspects (trust, norms, networks), as well as the intensity and patterns of social media use. Data analysis was conducted using construct validity tests (Pearson Product Moment), reliability tests (Cronbach's Alpha), descriptive statistical analysis, Pearson correlation tests, simple linear regression, and the coefficient of determination (R²). The results of the analysis indicate a significant relationship between social media use and the level of social capital among farmers. Social media serves as a platform for information exchange, strengthens networks among farmers, and encourages participation in digital communities. These findings highlight the importance of integrating digital technology into the social and economic empowerment of farmers in rural areas.