FARMERS' BEHAVIOR IN UTILIZATION SOURCES OF SHALLOT AGRIBUSINESS INFORMATION ( Allium ascalonicum )

This study aims to find out farmers' Behavior in Utilization Sources of Shallot Agribusiness Information ( Allium ascalonicum ). The research design and techniques used quantitative methodswith a descriptive approach and correlational data analysis. Data collection techniques collected are primary data and secondary data. The data analysis method collected in this study was first tabulated and then analyzed using two approaches, namely the qualitative approach and the quantitative approach. The research results show (1) The highest level of utilization of shallot agribusiness information sources, both the percentage of the number of farmers and the intensity of exposure of shallot plant information as well as the use of information, is through interpersonal channels followed by print media and electronic media. (2) Agribusiness information that is most needed by shallot farmers is information on farming subsystems (methods of shallot farming) and support (finding and using capital). The next sequence is information on downstream subsystems (information on prices of production products), information on upstream subsystems (medicines, types and prices of production facilities). (3) Factors that are significantly related to the behavior of using information sources are age, education level, farming scale, income level, farming experience, cognitive motivation, availability of information, information needs on upstream subsystems and supporting subsystems. While the factors that are not significantly related to the behavior of the utilization of information sources are the information needs of the farming subsystem and downstream subsystem.


INTRODUCTION
There are three components that influence human behavior, namely affective, cognitive, and conative components (Komariyah & Farhan, 2020).The affective component is the emotional aspect.The cognitive component is an intellectual aspect, which is related to what is known to humans.The conative component is an aspect related to habits and willingness to act (Rachmat, 2011).
In addition, the general and fundamental obstacles faced in the development of horticulture agribusiness, the most important of which is the small scale of most agribusiness enterprises with a low level of human resource capability (Aisyah et al., 2023;Syahza, 2013).These constraints gave resulting; low ability to take advantage of market opportunities and expand market access, weak capital structure and farmers' limited access to formal sources of capital, weak mastery of and access to technology and information, weak organization and business management, as well, and limited business networks and business cooperation among fellow farmers or small entrepreneurs and between farmers or small entrepreneurs and more advanced and successful entrepreneurs.
According to Pambudi (2000), agribusiness behavior can be measured from: (1) aspects of production technical behavior, namely: the five elements of agricultural business, (2) aspects of agribusiness management behavior, namely: agribusiness planning, utilization of agribusiness resources, increasing efficiency, increasing productivity, continuously improving product quality, carrying out production technical engineering, carrying out agribusiness institutional functions, and always prioritizing service accuracy and speed, and (3) aspects of the behavior of agribusiness system relations, namely: establishing a relationship of togetherness and interdependence with other agribusiness companies, cooperating harmoniously, and actively communicating agribusiness information.
Information is an important resource for individuals and organizations.In the cognitive paradigm, information is seen as something subjective, individual and untouchable, which occurs through a construction process within humans.The main key to the cognitive paradigm is the individual user.In this case, information is something that is created (constructed or created) by individual users (Jahi, 2013).
In addition, information delivery by information sources is based on the availability of shallot agribusiness information.The agribusiness information is in the form of up-stream agribusiness subsystems, cultivation subsystems or on-farm agribusiness subsystems, downstream agribusiness subsystems and supporting agribusiness.
Moreover, based on the background of study, the study research aims to; (1) find out the level of utilization of agribusiness information sources by shallot farmers in Karangwangun Village, (2) find out the information needed by shallot farmers so that this information can be used as a source of information for the development of shallot agribusiness in Karangwangun Village, and (3) the factors related to the behavior of shallot farmers in utilizing information sources of shallot agribusiness in Karangwangun Village.

Hypothesis
Based on the above framework, the following hypotheses can be put forward: 1) The level of utilization of agribusiness information sources by shallot farmers in Karangwangun Village, namely the level of interpersonal channels, is higher than that of the mass media.2) Information on agribusiness subsystems, namely the upstream subsystem, farming subsystem, downstream subsystem and supporting subsystem as a source of information needed by farmers in the development of shallot agribusiness in Karangwangun Village.3) There are several factors related to the behavior of shallot farmers in utilizing information sources of shallot agribusiness in Karangwangun Village.

Location, Time, and Research Object
This research was conducted from May 2023 to June 2023 in Karangwangun Village, Babakan District, Cirebon Regency with the consideration that most farmers are engaged in red bottom farming.This research is a survey conducted on one population, namely farmers who control land for farming and have access to sources of information.

Research Design and Techniques
The research uses a descriptive quantitative method, with a qualitative approach and data analysis is descriptive correlational.Independent variable and dependent variable.

Sampling technique
The population in this study were all shallot farmers in Karangwangun Village, Babakan District, Cirebon Regency.Nasution and Usman (2007) suggests that if the population is less than 100 then the population is used as a sample or is called a saturated sample.So, in this study all populations were sampled by 25 respondents.

Data collection technique
The data collected consisted of two sources, namely primary data and secondary data.

Data analysis method
The data collected in this study were first tabulated and then analyzed using two approaches, namely: 1) A qualitative approach, namely conducting a descriptive analysis of the data and observations.Descriptive analysis is to analyze each variable that affects the use of information on shallot farmers.2) Quantitative approach, namely by usingnon parametric statistical test.To see the relationship between variables, the "Rank Spearman (rs)" statistical test is used with the following formula (Siegel, 2017): If there are the same observed values, the statistic (rs) is calculated by the formula: Information : rs = Rank Spearman Correlation Coefficient in = The difference between the two rankings x = Age, education level, farming scale, income level, farming experience, cognitive motivation, availability of information, upstream subsystem, farming subsystem, downstream subsystem, support subsystem.y = Utilization of information sources To test the significance level of rs, the formula is used: Formula: t count = rs√ To facilitate data analysis, the SPSS 17.0 program is used with the following criteria: -If the significance value is less than the significant level (α) 0.05, it can be concluded that there is a real relationship.-If the significance value is greater than the significant level (α) of 0.05, it can be concluded that there is no real relationship.The measurement category on demographic characteristics according to age, education level, farming scale, income level and farming experience, can be measured using class intervals using the Jogiyanto (2014) formula:

RESULTS AND DISCUSSION Utilization of Information Sources
As a form of action in finding and utilizing information sources that contain information about shallot crop agribusiness in Karangwangun Village, shallot farmers have maximally utilized all types of information.Information PCS = Increase farmers' knowledge, try it, pass it on to friends/other farmers PC = Increase knowledge, try P = Just to add knowledge Numbers in brackets show percentages Table 3 shows that most of the information obtained through print and electronic media is used only to increase knowledge, followed by adding knowledge and trying it out.Farmers who aim to increase knowledge, try and then convey it to friends or other farmers very little.In contrast to the treatment of information obtained through interpersonal channels, that the majority of the treatment of information utilization is to increase knowledge, tried and conveyed to other farmers.

Cognitive Motivation for Utilizing Information Sources
The incentives that arise from within the farmers to increase their knowledge about shallot farming in utilizing information sources, hereinafter referred to as cognitive motivation, are classified by the respondent farmers into three categories, namely the desire to develop themselves to become successful/successful shallot farmers, the desire to just adding experience and trying, and the desire just curious in obtaining information.Information: Success = Desire to develop oneself into a successful shallot farmer Experience = Desire to simply add experience and be tried Want to know = Desire just curious in obtaining information Numbers in brackets show percentages Utilization of sources of information through print media is largely due to the desire to simply gain experience and be tried, followed by the desire to simply be curious in obtaining information and the desire to develop oneself into a successful shallot farmer.Information: st = Highly Available TS = Available TTS = Not Available TT = Don't know Numbers in brackets show percentages Table 5 shows that of the total number of farmers who used printed media information sources, those who gave the assessment that those provided by the available information sources had the greatest number, the ratings highly available were not much different from farmers who gave the assessments that were not available, while the assessments did not know the least.Information: SD = Much needed DB = Needed TB = Not needed TT = Not Sure Table 6 shows that the need for upstream subsystem information is generally at the required level.Types and means of production are types of information that are needed by shallot farmers with only 4 people.In terms of equipment/machinery, quite a lot of farmers answered that they did not need it compared to the answers needed.This was because the average shallot farmer respondent already had equipment/machinery.The average score on the upstream subsystem is 20% with a total score of 360.The information needs of the farming subsystem are presented in table 7. The type of information that is needed in the farming subsystem is plant maintenance/IPM for 24 people.The majority of shallot farmer respondents need shallot farming methods, while the time and method of harvesting the majority are not needed because on average they already know when to harvest and how to harvest.The average score on the farming subsystem is 33.33% with a total score of 228.From the research results in table 8, the majority of shallot farmers really need downstream subsystem information.This shows that the information needs of shallot crop agribusiness in the downstream subsystem is very important and feels very lacking for farmers because it concerns the continuation of shallot crop production, whether the shallot crop they cultivate has good market value, is profitable and has prospects to be cultivated continuously.continuously.The supporting subsystem in table 9 is the final priority for information needs for farmers.Even though information about seeking and using capital is urgently needed, there is a tendency for farmers not to increase their capital in shallot farming.This is due to the feeling of being haunted and the experience that when they got capital, farmers were unable to repay the loan.Another explanation is why farmers do not increase in size, farmers will not plant or cultivate shallots on a large scale because the price of shallots has a high risk.The results showed that the education level of shallot farmers in Karangwangun Village was very low, the majority were in the range of less than seven years.If it is related to the Arif, Achmad Faqih utilization of information sources, farmers who are in the high, medium and low education level groups mostly make use of the three sources of information.Even lower education seeks to interact with sources of information to meet their information needs.This is according to the results of Wardhani (1994) andPurnaningsih (1999) where the education level of breeders and vegetable farmers in Cianjur Regency is significantly related to the use and use of information sources (Azizah & Airilza, 2023).Analysis with SPSS obtained the value of the Spearman Rank Correlation Coefficient between farming scale and utilization of information sources of 0.545 with a two-party test probability of 0.005.Because this probability value is smaller than the significant level, it can be concluded that there is a significant correlation between the scale of farming and the utilization of information sources.This is the same as the results of research conducted by Mulyandari (2011) and Kelvin (1995) where the scale of livestock and farming business is significantly related to the utilization of information sources (Tuwainella et al., 2023).

Income Level
The explanation above is proven by the results of Spearman's rank correlation analysis, namely 0.527 and the probability of a two-party test of 0.007.Because the probability value is smaller than the real level, there is a significant relationship between income levels and the utilization of information sources.

Farming Experience
The results of Spearman's rank correlation test were -0.580 with a probability for a twoparty test of 0.002.Because this probability value is smaller than the significant level, there is a significant relationship between farming experience and the use of information sources.The research results obtained are the same as the research that has been carried out by Tamba (2007) farming experience associated with the utilization of information sources.The correlation value is negative, this means that those with low farming experience tend to use more information sources.The Relationship between Cognitive Motivation and Utilization of Information Sources The results of Spearman's rank analysis between cognitive motivation and utilization of shallot agribusiness information sources amounted to 0.915 with a probability for a two-party test of 0.000.Because this probability value is smaller than the significant level, there is a significant correlation between cognitive motivation and the use of information sources.The research results obtained are in line with the research conducted by Wardhani (1994) where the cognitive motivation of breeders and vegetable farmers is related to the utilization and use of information sources (Nurlina et al., 2011).

Arif, Achmad Faqih
The Relationship between the Availability of Information and the Utilization of Information Sources The results of Spearman's rank correlation analysis show that there is a significant relationship because this probability value is smaller than the significant level at α = 0.05, the relationship between the availability of information and the utilization of information sources is shown by Sig (t test) = 0.763 with the probability for a two-party test of 0.000.Variations in the assessment of the level of availability of information presented by information sources tend to vary in the use of information sources by shallot farmers.The results of the analysis present the value of the Spearman Rank Correlation Coefficient of -0.399 and the probability of a two-tailed test (2-tailed Significance) of 0.048.Because this probability value is smaller than the significant level, it can be concluded that there is a significant relationship between the upstream subsystem and the utilization of information sources.The results of the Spearman Rank Correlation Coefficient analysis between farming subsystems with utilization of information sources is -0.278 with a probability for a two-party test of 0.178.Because this probability value is greater than the significant level, it can be concluded that there is no significant relationship between the farming subsystem and the utilization of information sources.The results of Spearman's rank correlation test were -0.220 with a probability for a twoparty test of 0.292.Because this probability value is greater than the significance level, there is no significant relationship between farming experience and the use of information sources.

Supporting Subsystem
Arif, Achmad Faqih The results of Spearman's rank correlation analysis show that there is a significant relationship because this probability value is smaller than the significant level at α = 0.05, the relationship between the availability of information and the utilization of information sources is indicated by Sig (t test) = -0.520with a probability for a two-test party of 0.008.

CONCLUSION
After analyzing the results of the research, it can be concluded that; (1) the level of utilization of shallot agribusiness information sources in Karangwangun Village, Babakan District, Cirebon Regency, is the highest, based on percentage, number of farmers, understanding of shallot plant information, cognitive motivation and availability of information on information sources is through interpersonal channels followed by print media and the media electronic, (2) agribusiness information that is needed by shallot farmers is information on farming subsystems (plant maintenance/IPM) and supporting subsystems.The next sequence is downstream subsystem information (the role of middlemen), upstream subsystem information (types and prices of production facilities), and (3) factors that are significantly related to the behavior of utilizing information sources are age, education level, farm scale, income level, farming experience, cognitive motivation, availability of information on the information needs of the upstream and supporting subsystems.While the factors that are not significantly related to the behavior of the utilization of information sources are the information needs of the farming subsystem and downstream subsystem.