Persuasive Communication Model Attracts Youth Interest in Becoming Millennial Farmers in Bantul

National Development University “Veteran” Yogyakarta, Yogyakarta, Indonesia

^* Corresponding author: asih.mariniwulandari@upnyk.ac.id

Abstract

The decline in young agricultural workers poses challenges to sustainable growth and food security. Indonesia and other countries face critical issues in regenerating agricultural human resources and modernizing technology, with agriculture losing appeal among youth. There is a limited understanding of how persuasive communication models can motivate young people to pursue agricultural careers. This study develops a persuasive communication model to inspire youth in the Bantul district to adopt the role of millennial farmers. Preliminary findings suggest that tailored digital messaging and engagement strategies successfully stimulate interest in modern farming practices. The integration of persuasive communication with agricultural career promotion provides a novel approach to addressing labor shortages in the sector. The model offers valuable insights for policymakers and stakeholders to craft interventions that attract tech-savvy youth to agriculture, potentially ensuring a sustainable future for the farming sector.