Tarbiat Modares University Journal of Agricultural Science and Technology 1680-7073 27 2 2025 03 01 Use of Information Technology in the Marketing of Agricultural Products with the UTAUT Approach 265 280 17015 10.22034/JAST.27.2.265 EN Puji Rahayu Department of Agribusiness, Faculty of Agriculture, University of Sebelas Maret, Surakarta, Indonesia. Kusnandar Kusnandar Department of Agribusiness, Faculty of Agriculture, University of Sebelas Maret, Surakarta, Indonesia. Erlyna Riptanti Department of Agribusiness, Faculty of Agriculture, University of Sebelas Maret, Surakarta, Indonesia. Isti Khomah Department of Agribusiness, Faculty of Agriculture, University of Sebelas Maret, Surakarta, Indonesia. Journal Article <span>The </span><span>fast advancement</span><span> of information technology</span><span> is reported to have</span><span> a </span><span>profound </span><span>impact</span><span> on</span><span> various aspects of </span><span>the community</span><span>, including</span><span> the</span><span> agriculture</span><span> sector</span><span>. On the other hand, the millennial generation who are sensitive to technological advances are reportedly less interested in agriculture. Apart from that, millennial farmers also have not optimized the use of information technology to market their agricultural products. </span><span>Hence, the purpose of this study is to investigate the factors that encourage millennial farmers in Central Java to use information technology in marketing agricultural products using a Unified Theory of Acceptance and Use of Technology (UTAUT) approach. The location and samples were purposively determined in Central Java. A total of 120 millennial farmers were included in the sample population, and data analysis was conducted using the Structural Equation Modeling-Partial Least Square (SEM-PLS) method. </span><span>The findings indicat</span><span>ed</span><span> that behavior intention to use information technology </span><span>were</span><span> influenced by performance expectancy, effort expectancy, and facilitating conditions, then</span><span>,</span><span> behavior intention would influence use behavior. </span><span>Based on these findings, m</span><span>otivation and self-confidence need to be instilled to accelerate the adoption of innovation and technology towards modern agriculture.</span> <span>This research will be useful for the government in creating a program or policy.</span> https://jast.modares.ac.ir/article_17015_690f9037d32604b195becdf8dce82890.pdf