Firsthand Experience as a Communication Process in Young Generation Agricultural Entrepreneurship
Abstract
Farmer regeneration is a crucial challenge for the sustainability of the agricultural sector in Indonesia, with only 21.93% of national farmers aged 19-39 years. This article examines the role of direct personal experience as a communication process in shaping entrepreneurial attitudes and identities among the younger generation of farmers. Using a systematic literature review approach, this study synthesizes 47 articles from the Scopus, ScienceDirect, SpringerLink, Taylor & Francis, Wiley, and Sinta databases for the period 2019-2025 through the PRISMA protocol. Thematic analysis was conducted by integrating three main theories: Experiential Learning Theory (Kolb, 1984), Social Cognitive Theory (Bandura, 1986), and Theory of Planned Behavior (Ajzen, 1991). The results of the study show that direct experience functions as interpersonal and intrapersonal communication that builds self-efficacy, confidence, and meaning construction in agricultural entrepreneurship. Experience-based learning encourages reflective understanding, improves communication skills, and forms emotional bonds between the younger generation and agricultural values. This study proposes a conceptual model of transformational communication that places direct experience as a communication process that bridges the cognitive, affective, and conative aspects of entrepreneurial learning. This model consists of four stages: input (direct involvement), communication process (interpersonal and intrapersonal dimensions), output (positive attitudes, self-efficacy, entrepreneurial identity), and outcome (long-term commitment and sustainable innovation). These findings have theoretical implications for expanding the development communication paradigm and practical implications for the design of young farmer empowerment programs based on experiential learning and participatory communication. The study confirms the importance of an experiential transformative communication approach in shaping innovative, resilient, and sustainable young agricultural entrepreneurs.
Keywords: experiential learning, young generation, transformative communication, self-efficacy, agricultural entrepreneurship
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