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ABSTRACT
Women Farmer’s Response to Digital Marketing Technology (Case Study of YESS Program Beneficiaries"
(Supervised by Kartika Ekasari Z., .Abd Azis, and Kisman Awaluddin Arsyad).
The Youth Entrepreneur and Employment Support Services (YESS) Program is a collaboration program
between the Ministry of Agriculture and IFAD that aims to create opportunities for young people in rural areas
to develop their economies through business development entrepreneurship. The implementation of the
program is not without reason, because the agricultural sector has a close relationship with rural areas. The
availability of a large amount of empty land becomes the main capital in the development of agricultural sector.
This program aims to reduce the number of unemployment and poverty, especially in rural areas. This program
is also expected to empower young people including women farmer group in rural areas.
The study and counseling were carried out in Simbang Village, Simbang District, Maros Regency. The study
employed lecturing and discussion method using group and individual approach. The observation parameters
were X variables (independent) consisted of age, education, the influence of digital marketing, and Y variable
(dependent) that is response of women farmer group to the YESS Program.
The study results showed that age and the influence of digital marketing simultaneously did not affect the
response of women farmer group to the YESS program, but the education variable had the lowest significant
value. The evaluation of counseling showed the improvement in the women farmer knowledge level by 37.6%
and an attitude by 42.8%. The effectiveness of counseling was 55.56% or can be categorized as ‘effective’.