TAF PUBLISHING

The farmers in Indonesia's South Kalimantan Province are a narrative deeply rooted in the region's agricultural heritage and socio-economic evolution. Traditionally, before the colonial era, the indigenous communities in this lush province practiced subsistence farming, cultivating staples like rice and various other crops. They lived in harmony with the fertile land, harnessing its resources to sustain their livelihoods. The Dutch colonial period, which commenced in the 17th century, marked a pivotal juncture in the region's agricultural landscape. This paper aims to explore the intricate dynamics of technology adoption among farmers in Indonesia's South Kalimantan Province, with a particular focus on the influences of social capital theory, social influence, and government support and personal innovativeness as mediating variable and hedonic motivation as moderator used in this study. A sample size of 370 farmers participated in this study, and the data was analyzed using the structural equation modeling (SEM) tool, Smart PLS, which is well-suited for complex structural modeling. A convenient sampling method was employed to collect cross-sectional data. Our findings confirm the mediating role of hedonic motivation and the moderating role of personal innovativeness in shaping farmers' willingness to adopt new agricultural technologies. The results shed light on the complex interactions and interdependencies among these variables, providing valuable insights for policymakers, agricultural extension services, and researchers seeking to enhance technology adoption strategies in agricultural contexts.