The Role of Social Media for Farmers as a Digital Innovation in Siam Banjar Orange Cultivation

The evolution of digital technology, particularly social media, has opened new opportunities for farmers to improve the efficiency and productivity of crop cultivation, including Siam Banjar oranges in Barito Kuala. This study aims to describe how farmers utilize social media in the digital innovation of Siam Banjar orange cultivation in Barito Kuala Regency. The research was conducted using a quantitative descriptive method, with 20 farmers from Simpang Nungki Village, Barito Kuala Regency, as respondents. The results show that 83% of farmers use WhatsApp as a digital innovation tool for Siam Banjar orange cultivation activities, while 11.4% use TikTok, and the remaining use other social media platforms. Additionally, 45% of farmers utilize social media for post-harvest management information, 38.7% seek information on market prices and sales opportunities, and 6.1% use it for climate and weather information. Farmers wish to utilize social media to learn about post-harvest processes, particularly for derivative products of Siam Banjar oranges, to diversify the products generated and enhance the economic conditions of farmers.