Social learning model of ornamental plant farmers in using social media for marketing

Nurfathiyah, Pera; Sarwoprasodjo, Sarwititi; Muljono, Pudji; Matindas, Krishnarini

doi:10.1590/2447-536X.v31.e312846

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Article • Ornam. Hortic. 31 • 2025 • https://doi.org/10.1590/2447-536X.v31.e312846 linkcopy

Social learning model of ornamental plant farmers in using social media for marketing

Modelo de aprendizagem social de produtores de plantas ornamentais no uso de mídias sociais para marketing

Authorship SCIMAGO INSTITUTIONS RANKINGS

Abstract

Ornamental plant farmers have gained substantial benefits and experience in online sales, even expanding into export markets since the COVID-19 pandemic. However, not all farmers possess the same capacity to keep pace with information technology trends. This study develops a social learning model aimed at addressing the digital literacy challenges faced by ornamental plant farmers in Bogor regency. A sample of 210 ornamental plant farmers was selected through simple random sampling. Data was gathered through questionnaires and analyzed using PLS-SEM 3.0 to examine the impact of environmental factors on farmer behaviors in using social media for digital marketing. The social learning model included direct channels, social mediated channels, and self-efficacy. Findings revealed that integrating social media into social systems significantly enhanced self-efficacy and directly influenced farmers’ engagement in using such e-commerce platforms. The study concluded that utilizing social media within community structures, especially through a group oriented approach, proves to be more effective than individual efforts in motivating ornamental plant farmers to adopt digital marketing through social media platforms.

Keywords:
Bandura’s theory; digital divide; digital marketing; ICT for farmers; self-efficacy

Variable	Operational definition	Indicator
Direct Pathway (X₁)	The models that exist on social media play a role in making changes directly without going through intermediaries, with the aim of causing behavioral changes (Bandura, 2004)	Models on social media provide information, facilitate, motivate and provide guidance in the learning process of using digital marketing through social media platforms (Bandura, 2004)
Socially mediated pathway of social media use (X₂)	The existing model on social media involves social mediators, namely social groups and communities on social media, so that behavioral changes occur (Bandura 2004)	Models on social media act as a liaison to social networks and community settings to gain support in using digital marketing through social media platforms (Bandura, 2004)
Behavior using social media for e-commerce (Y₂)	Farmers' behavior in using digital marketing through social media platforms (Bandura, 2004: Choruma et al., 2024)	The ability to manage accounts, use features, create content, interact with customers and digital security (Kotler and Keller, 2016; Choruma et al., 2024)

Component Social Learning, Entrepreneurship, and Marketing	Questions
Direct pathway (Bandura, 2004)	I got information on how to create an account and advertise for selling ornamental plants from social media.
	I can discuss how to create an account using social media for selling ornamental plants from social media.
	I am motivated to be able to create an account and advertise using social media from social media.
	I received guidance on how to create an account and advertise for selling ornamental plants from social media.
Socially mediated pathways use social media (Bandura 2004)	I gained knowledge on how to create advertisements for marketing ornamental plants after joining a group on social media.
	I can use social media to sell ornamental plants because of my participation in a social media group.
	I made friends with people who share the same interests, ideas, and goals after joining a group on social media.
Self-efficacy (Bandura, 2004; Sereenonchai and Arunrat, 2024)	I have gained more knowledge in practicing social media for e-commerce
	I have learned more skills for practicing social media for e-commerce
	I am confident in practicing social media for e-commerce
Behavior using social media for e-commerce (Kotler and Keller, 2016; Choruma et al., 2024)	Ability to create an account on social media
	Ability to create content for selling ornamental plants on social media
	Ability to create advertisements
	Ability to navigate social media platforms
	Ability to analyze social data from social media platforms
	Ability to set selling prices and discounts for ornamental plant sales on social media

Variable	Category	Frequency (n)	Percentage (%)
Gender	Male	195	92.86
Gender	Female	15	7.14
Age Group	< 20 years	5	2.4
	20 - 30 years	49	23.3
	31 - 41 years	83	39.5
	42 - 52 years	58	27.6
	53 - 63 years	14	6.7
	> 63 years	1	0.5
Education Level	Elementary school	15	7.1
	Junior High School	31	14.8
	Senior High School/Vocational High School	145	69
	Diploma	10	4.8
	Bachelor’s Degree	9	4.3
Experience in ornamental plant farming	< 1 years	16	7.6
	1 - 4 years	74	35.2
	5 - 7 years	84	40
	8 - 10 years	17	8.1
	> 10 years	19	9
Experience using social media for e-commerce	< 2 years	31	14.8
	1 - 4 years	92	43.8
	5 - 7 years	78	37.1
	8 - 10 years	4	1.9
	> 10 years	5	2.4
Diversity of social media used by farmers for e-commerce	FB + IG + WAG	110	52.38
	WAG	18	8.6
	FB + WAG	17	8.09
	IG	2	0.95
	FB + IG	15	7.14
	FB	4	1.9
	FB + IG + WAG + Youtube	3	1.43
	FB + IG + WAG + TikTok + Web	1	0.48
	IG + WAG + Web	1	0.48
	FB + IG + Web	1	0.48
	IG	2	0.95
	FB + IG + WAG + Web	2	0.95
	FB + IG + Youtube	1	0.48
	FB + IG + TikTok + Web	2	0.95
	IG + Web	1	0.48
	FB + IG + WAG + TikTok	1	0.48
	FB + IG + TikTok	2	0.95
	FB + IG + Youtube + TikTok + Web	5	2.39
	WAG + Youtube	3	1.42
	IG + TikTok	2	0.95
	FB + IG + WAG + TikTok + Web	3	1.42
	FB + IG + WAG + Youtube + TikTok	1	0.48
	FB + Web	1	0.48
	FB + IG + WAG + Youtube + Web	3	1.42
	IG + WAG + Youtube	2	0.95
	IG + WAG	4	1.90
	FB + IG + WAG + Youtube + TikTok + Web	3	1.42

Hypothesis	Variable	T-Statistics	p-value	Description
H1	Direct pathway (X₁)  Behavior of using digital marketing through social media platforms (Y₂)	0.458	0.647	Rejected
H2	Direct pathway (X₁)  Self-efficacy (Y₁) Socially Mediated pathway (X₂) 	2.655	0.008	Accepted
H3	Behavior of using digital marketing through social media platforms (Y₂)	2.288	0.023	Accepted
H4	Socially mediated pathway (X₂)  Self-efficacy (Y₁)	3.218	0.001	Accepted
H5	Self-efficacy (Y₁)  Behavior of using digital marketing through social media platforms (Y₂)	3.451	0.001	Accepted

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Sociedade Brasileira de Floricultura e Plantas Ornamentais Av. Av. Peter Henry Rolfs, s/n, 36570-000 - Viçosa, Minas Gerais - Brasil, (32) 3379-4983, Tel: (32) 3379-4983 - Viçosa - MG - Brazil
E-mail: editor.ornamentalhorticulture@gmail.com

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Variable	Cronbach’s Alpha	Composite Reliability	Average Variance Extracted (AVE)
Direct pathway (X₁)	0.853	0.898	0.897
Socially mediated pathway of social media use (X₂)	0.783	0.723	0.861
Self-efficacy (Y₁)	0.941	0.942	0.658
Behaviour using digital marketing through social media platforms (Y₂)	0.940	0.950	0.645

Hypothesis	Variable	T-Statistics	p-value	Description
H6	Direct pathway (X₁)  Self-efficacy (Y₁)  Behaviour using digital marketing through social media platforms (Y₂)	2.199	0.028	Accepted
H7	Socially mediated pathway of social media use (X₂)  Self-efficacy (Y₁)  behaviour digital marketing through social media platforms (Y₂)	2.150	0.032	Accepted