Analisis Isi Kiriman pada Pengguna Tagar #UrbanFarmingIndonesia di Media Sosial Instagram Selama Pandemi Covid-19

Abstract

Urban farming menghasilkan bahan makanan segar untuk pemenuhan ketersediaan pangan di perkotaan. Penelitian ini menganalisis variabel karakteristik akun, karakteristik produk dan klasifikasi urban farming. Tujuan penelitian ini adalah untuk menganalisis isi kiriman pada pengguna tagar #UrbanFarmingIndonesia selama pandemi Covid-19. Penelitian ini menggunakan desain eksploratif dengan metode analisis isi (content analysis). Sampel dipilih menggunakan purposive sampling sebanyak 50 akun Instagram yang menggunakan tagar #UrbanFarmingIndonesia. Data yang dikumpulkan dikategorikan dan diolah menggunakan Microsoft Excel, Qualitative Software Statistical Package for Social Science (SPSS) 23.0 dan Nvivo 12 Plus. Hasil analisis menunjukkan terdapat 76 persen akun bisnis dan 24 persen akun pribadi. Sebanyak 32 persen akun Instagram bisnis tidak mencantumkan informasi harga. Berdasarkan hasil tabulasi silang, semakin banyak pengikut maka semakin banyak pula kiriman pada akun tersebut. Jenis urban farming paling banyak ditemukan di media sosial Instagram adalah hidroponik dan konvensional/organik. Akun bisnis urban farming di Instagram harus menampilkan informasi selengkap-lengkapnya mengenai karakteristik produk dan toko. Konsumen harus mencari informasi sebanyak-banyaknya terkait toko dan produk sebelum melakukan pembelian produk urban farming di Instagram.

Urban farming produces fresh food ingredients to fulfill food availability in urban areas. This study analyzes the variables of account characteristics, product characteristics and urban farming classifications. The purpose of this study was to analyze the content of posts by #UrbanFarmingIndonesia hashtag users during the Covid-19 pandemic. This study used an exploratory design with content analysis methods(contentanalysis).The sample was selected using purposive sampling as many as 50 Instagram accounts using the hashtag #UrbanFarmingIndonesia. The data collected was categorized and processed using Microsoft Excel, Qualitative Software Statistical Package for Social Science (SPSS) 23.0 and Nvivo 12 Plus. The results of the analysis show that there are 76 percent of business accounts and 24 percent of personal accounts. As many as 32 percent of business Instagram accounts do not include price information. Based on the results of the cross tabulation, the more followers, the more posts on the account. The most common types of urban farming found on Instagram social media are hydroponic and conventional/organic. Urban farming business account on Instagram must display complete information regarding product and store characteristics. Consumers should seek as much information as possible regarding shops and products before purchasingproducts urban farming on Instagram