FAKTOR – FAKTOR YANG MEMENGARUHI SIKAP PETANI MILENIALS TERHADAP KEBERLANJUTAN AGRIBISNIS SAYURAN DI KOTA JAMBI

Abstract

This research aims to determine 1) the attitudes of millennial farmers and the factors that influence them in carrying out vegetable agribusiness in Jambi City, 2) the sustainability of vegetable agribusiness in Jambi City, and 3) factors that directly or indirectly influence the attitudes of millennial farmers in the sustainability of vegetable agribusiness in Jambi City. The data source used in this research is primary data and uses the Partial Least Square (PLS) approach. The results obtained are 1) the attitude of millennial farmers towards vegetable agribusiness in Jambi City can be categorized as very positive. The factors that influence it are internal factors and external factors in the quite positive category; 2) the sustainability of vegetable agribusiness in Jambi City can be categorized as quite sustainable; 3) there are significant direct and indirect influences on factors that influence the attitudes of millennial farmers in the sustainability of vegetable agribusiness in Jambi City